We’ve fallen in love with Audiense and we think you could really find a use for it as well! It is the most effective way to put consumer segmentation and cultural insights at the center of your strategy.
What is Audiense?
Audiense is the #1 Audience Intelligence platform, according to G2. Audiense aim to help marketers and consumer researchers be innovative and develop relevant audience-centric strategies.
They offer users the choice of 2 products developed for very different needs Audiense Insights: Audience intelligence and segmentation and Audiense Connect (aka Socialbro): A Twitter marketing tool.
What does Audiense products offer?
AUDIENSE INSIGHTS
Audiense Insights allows you to identify and understand any audience, no matter how specific or unique it is. You are able to create highly personalised audience segments by seamlessly combining a variety of filters when creating a report, such as user profiles, affinities, demographics and job roles. With Audiense Insights in hand you are able to make better marketing decisions, adapt your targeting, improve relevancy and drive high performance campaigns at scale. Check out the insights of one of our interactive reports here.
Key Features
- Audience Analysis: Identify and gain insights of your audience by looking at their demographics, interests, engaging content, online habits and purchasing behavior. Optimize the targeting of your advertising campaigns.
- Audience Segmentation: Find out who the smaller communities are that contribute to the full audience, and pinpoint new niches.
- Influencer Identification and Discovery: Identify influencers for organic outreach or paid advertising. Uncover potential partnership/sponsorship opportunities.
- Personality Insights: Understand your consumers mindset to inform your messaging and campaigns.
- Audience Activation: Uncover and activate the most relevant online/offline channels, media outlets and social networks to reach your audience.
AUDIENSE CONNECT
Audiense Connect our Twitter Marketing Tool uses the world’s richest audience insights to build and explore communities, identify audiences and engage directly on Twitter at scale.
Key Features
- Community analysis & management: Gather accurate information about your twitter community. Learn about who they are and how to interact with them efficiently.
- Chatbots & Broadcasts: Create your own opt-in chatbot in just a few clicks or even effectively engage with your subscribers/customers directly.
- Advanced monitoring & listening: Gain access to twitter content and carry out conversation analysis and one-click campaign targeting
- Twitter tailored audiences for advertising: Create high performing twitter tailored audiences in the market and sync them with your Twitter Ads account.
What does Audiense trying to solve?
- Tackling traditional consumer research: it's time-consuming, static and very expensive
- Incorporation of social data into organisational strategies: Making use of audience-based data rather than just conversational keyword-based data
- Brand strategy & personalisation have become very tactical at the expense of performance marketing
The benefits of using Audiense
1. Data based audience identification
Our unique social consumer segmentation provides a great data foundation for persona development, understanding the audiences that matter to your business, or finding new audience opportunities.
They offer 2 types of segmentation:
- Affinity: based on commonalities of affinity, simply put: following-behavior. In practice, Audiense will look into all of the accounts that your defined audience is following, from here, the algorithm groups the audience members into segments based on common sets of accounts the individuals are following, which enables us to infer their interests.
- Interconnectivity: our classic and unique method which involves Audiense creating segments by clustering individuals based on how they are interconnected, simply put: “who knows who”. We take into account any reciprocal followings, then cluster them together, for example, if person A follows person B, then they’ll be clustered together. This method creates consistent, relevant segments, whilst identifying unique characteristics for each segment. Then, we can ask “how do they know each other”, such as what are the hidden trends that the platform has revealed, including interests, psychographics, influencers.
2. Identifying effective interest & affinities
Audiense uses segmentation to actionable insights, and targeted information.
Audiense's classic method of segmentation, interconnectivity, is available for use. Clustering individuals based on interconnections among them helps to identify niche segments, or 'odd ones out'.
3. Strategy Personalisation
Combined with affinity analysis, it gives you the ability to tap into ever-evolving culture and trends allowing for effective personalisation and relevance in:
- Influencer and Sponsorship selection
- Content/creative development
- PR & Comms strategy
- Media planning in the cookie-less world (e.g. contextual advertising strategy)
4. Compliment your techstack
Audiense integrates with other tools, given its data and insights are complementary, it serves as the "bridge for intelligence" to stack sources of insights:
- existing Social Listening
- third-party audience Survey Platforms
- 1st party data
Want to learn more about Audiense?
