Target market segmentation
Group profiles into segments using Segment Builder to target your most valuable users and measure the population of a segment in real time to improve your campaign results.
Benefits
Audience insights that are smarter, deeper and, of course, more insightful.
Audience insights will drive your business forward. Whether it’s spotlighting an anomaly that leads to a new market opportunity, helping campaign forecasting and planning or getting a high-level view of your customer’s journey.
Go deep with audience insights.
Not all insights are created equal. That’s because the quality of the insight is based on the quality of the data. Often times, that data is incomplete. But when you can merge together all your audience data from browser cookies to customer IDs and fill in the gaps with third-party data, you’ll have one of the key components for better insights — the coveted 360-degree view of your customer.
After that, you’ll need best-in-class, comprehensive reporting. Tools that can cover everything from highlighting audience segments and overlaps to comparing DSPs for optimising programmatic media buys to following media performance across disparate data sources.
Combined together, you can gain deeper insights from behaviours on both traditional and emerging channels, like retail beacons, IOT and OTT devices, set-top boxes and more. This allows you to make smarter optimisations and targeting decisions to move customers through the conversion path.
Adobe can help.
Only Adobe Audience Manager lets you see your customers in a whole new light. By using audience reports, you can refine the accuracy and depth of your audience understanding. You can find trends, identify tendencies, learn about new, potential segment matches and much more. We also have powerful reporting for publishers, allowing your ad sales team to deepen their audience insights and optimise their segmentation strategy.
As a part of Adobe Experience Cloud, you can also bring together data from Adobe Analytics for more robust, consolidated reporting that will also let you optimise your marketing efforts and bring you unrivalled customer intelligence.
“Delivering a great experience really begins with the data. We use Adobe Audience Manager as our central data warehouse, acting as the foundation for us to drive customer insight.”
Gordon Ho, Senior Vice President of Global Marketing and North America Sales, Princess Cruises
Audience insight features
Data privacy controls
Use built-in controls to prevent the activation of data in ways that may violate data privacy or user agreements. You control how data gets used and which data sources and destinations can be tied to personally identifiable information.
Audience analytics
Get unrivalled customer intelligence with bi-directional, real-time data transfer from Adobe Analytics. By bringing together two sources, audience analytics offers more robust, consolidated reporting that provides segment-level performance to better inform optimisations.
