Step up with Audience Studio
Introduction
What we call ‘Data-driven Performance Marketing’ is all about ROI(Return on Investment), and maximizing the ROI is what the growth hackers do. Here is a simple but important sentence you should keep in mind as a growth hacker: “Spend less and Earn more.” Let’s say you are delivering your message to 100 people to convert 10 of them with $100. If you could exactly target the 10 people who are likely to be converted by your message, you will save a great amount of marketing spend and grow your ROI, because you would only need to pay 1/10 of the original spending. With the ‘Audience Studio’ of adbrix, you can group and extract your users(audience) by any standard you want. In this article, you will learn how to utilize the ‘Audience Studio’. Are you ready to boost your performance?
Why Should I Care?
1. Audience Targeting Campaign
The audience data you can acquire from the ‘Audience Studio’ can be downloaded(csv file) in the form of Advertising IDs(ADID, IDFA). You can utilize this set of audiences as a targeting user group to run a re-targeting campaign.
[[인용:안내:작게]] The user data unit which the ‘Audience Studio’ provides is Advertising IDs(ADID, IDFA)
2. Audience Analysis
To check the performance of the audience targeting campaign, the audience analysis needs to be done. With the ‘Analytics’ feature of adbrix, you can analyze the audience you just extracted. Simply choose your audience you want to analyze at the ‘Conditions’ tab in the ‘General Event Analysis’ report creation section.
- Performance Evaluation : Comparing the performance of the campaign with the audience and that with regular users.
- User Action Analysis : Comparing heavy-spending user(ex. LTV > $1,000) with and other users to find out the key differences of their action patterns.
3. Data Monetization
For the cases which you are servicing multiple applications, the ‘Audience Studio’ is a perfect platform for the user data monetization. You can segmentize and extract every single audience data of all the applications you created in the account. With that extracted data, you can run audience targeting campaign which goes above the application level.
- Cross-targeting Campaign : Running App D’s promotion targeting campaigns to the audience group with purchase history in App A, B and C.
- DMP(Data Management Platform) Business : Utilize your audience data for third party’s marketing data.
Getting Started
To begin the ‘Audience Studio’, you should complete the integration process between your app and adbrix. With that, you are all ready to go.
[[인용:정보:작게]] - If you want much detailed audience set, check out ‘Predefined Event API’. More information can be provided in the ‘Integration Guide’.
1. Visit Audience Studio > My Audience from adbrix console.
2. Click on Add to give settings for the segment of the audience you would like to group.
3. Fill in the fields for the name of the audience and choose the application you want to extract audience from.
4. For the ‘Simple Condition’, select the standards(can be more than one standard) to separate your audience from the whole user group.
Ex) If you want to see the audiences accessing from Seoul, you can select ‘Location(IP)’ condition and choose ‘Seoul’.
5. For the ‘Group Condition’, set deeper analysis standards for the separated group.
Ex) For commerce app, you can get audiences with more than $100 of purchase
If you have completed each step, you will see new audience segment at the left side of the dashboard. So, taking the commerce application example above as a reference, you could have the set of audiences of which accessed from Seoul and spent more than $100 in your application.
Moving Forward
As you might have noticed, there are plenty of room for other audience segments to fit in at the left side of the dashboard. That means you can(and should) create more segments for your deeper analysis.
Let’s suppose you would like to bring back the loyal users, and this could be your audience segments.
You want to find out the users who spent more than $10,000 last month, but for some reason did not log-in to your application for last week. To find out, you need three segments.
Segment 1 : Audience who purchased more than $10,000 for last 4 weeks
Segment 2 : Audience who logged-in to your app last month.
Segment 3 : Audience who logged-in to your app last week.
Following is walkthrough for the segmentation of audiences.
Segment 1
1. Open up the ‘Add Segment’ and set the time period for the last four weeks.
2. Select ‘Event Name’ and ‘abx:purchase’ for ‘Simple Condition’.
(This custom events may differ depending on integration conditions)
3. Select ‘Price X Quantity’ (equals the purchase amount).
(This custom events may differ depending on integration conditions)
4. Select ‘min’ to set the minimum amount of the purchase amount.
5. Type in $10,000 to set the amount of money.
6. Click ‘Save’.
Segment 2
1. Open up the ‘Add Segment’ and set the time period for the last four weeks.
2. Select ‘Event Name’ and ‘abx:login’ for ‘Simple Condition’.
(This custom events may differ depending on integration conditions)
3. Click ‘Save’.
Segment 3
1. Open up the ‘Add Segment’ and set the time period for last week.
2. Select ‘Event Name’ and ‘abx:login’ for ‘Simple Condition’.
(This custom events may differ depending on integration conditions)
3. Click ‘Save’.
This is a simple mathematics from now on. You can subtract ‘Segment 3’ from ‘Segment 2’, and there will be a set of audience with log-in record within a month, but without log-in record within last week. This leaves you the audience who used to log-in for the first three weeks and did not log-in last week.
And with the audience set without log-in history for last week, you can find the common audience with the ‘Segment 1’. Then, you will be able to see the audience without log-in history for last week but with a record of more than $10,000 purchase history.
With the extracted audience sets, you can run re-targeting ads, or send push messages to them so that you can win the loyal users back. This is what a performance marketing is.
How to Download the Audience
- Visit Audience Studio > My Audience
- Click on the button of the Actions of created audience, and click
- Check your downloaded csv file.