The following is guest contributed post by Deidre Bakker-Riches, owner of a boutique marketing firm and consultancy, Twlv31 Marketing, and the Head of Communications for Las Vegas advertising agency, Up All Day Creative Solutions (originally published by Mobile Leaders Alliance).
Being able to better analyze and target a consumer’s behavior has always been a vital component of the overall marketing mix. Understanding whom your target it is, what their preferences are, and what drives their purchases is invaluable data for any marketer to obtain. With this in mind, Tapad Inc., the leader in cross-device marketing technology, is delivering even more value to brands and agencies by integrating audience profile data into its cross-device media platform.
Today, Tapad announced its clients will have access to more than 500 million new audience profiles for cross-device targeting through VisualDNA’s psychographic audience-profile data. The addition of VisualDNA’s technology will further augment the Tapad Device Graph™, which operates the longest-running cross-device algorithm in the market today.
VisualDNA utilizes data science expertise, partnerships with leading academic institutions, and a team of psychologists to build audience profiles that offer reliable, relevant insights for brands to better understand purchase intent and online behavior. These profiles are built by analyzing responses to personality quizzes, which consumers take voluntarily through social media and the company’s online portal.
For example when I took the quiz, I was asked everything from my demographic information, including age, gender, relationship status and income range, as well as product/ brand preferences, such as my choices for clothing, cars, technology, where I get coffee, and much more. In addition, the quiz also asks how you would react in certain situations and what imagery most appeals to you, providing marketers with further insight about your social behavior. At the end of the quiz, I was presented with results for my level of Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism and how these various traits apply to my everyday life.
Tapad’s Founder and CEO, Are Traasdahl said that when it comes to psychographic audience data, VisualDNA’s profiles are unmatched in-depth and accuracy. With this partnership, he added, it gives their clients access to a powerful new set of data for reaching relevant audiences.
Jim Hodgkins, Managing Director of Marketing Services at VisualDNA, added that deep consumer understanding, regardless of device or channel, is a crucial piece of the ever-changing marketing equation. By partnering with Tapad, they are delivering a true understanding of consumer behavior within an actionable platform, giving marketers a way to strategically reach their most relevant audience.
By having access to this priceless information, brands and marketers will not only have a better grasp on exactly who their consumers are and what products and activities they prefer, but they will also gain a deeper understanding of what kind imagery and situations ultimately drive their purchase behavior — and the best part, the consumers provide this data completely voluntarily while also having a little fun.