Who Consumers Are + What They’re Doing
Marketers have long relied on consumer data to understand who they want to reach.
Demographics, household characteristics, interests, and predictive attributes can help define an audience and create a clearer picture of an ideal customer.
But those attributes don’t always tell you what a consumer is doing right now.
A visit to a dealership, repeated trips to a particular retailer, or activity around travel-related locations can provide signals of potential interest and intent.
Market Signals from USADATA brings these two sides of audience targeting together: who consumers are + what they’re doing.
Reach Consumers Based on What They’re Actually Doing
Traditional audience data remains an important part of targeting, but observed behavior can provide marketers with additional context.
Market Signals uses location-based device data combined with descriptive and predictive data to help identify consumers based on actual visits to stores, dealerships, and other locations.
Instead of relying only on demographics or modeled interests, marketers can use recent real-world activity to identify behaviors that may be relevant to their campaigns.
For example, marketers can identify consumers who have:
Recently visited a dealership
Frequently visited a particular retailer
Traveled through transportation hubs
Visited locations associated with a specific interest
These behaviors provide another way to approach audience selection and identify consumers whose recent activity may align with campaign objectives.
Get Closer to the Moment of Intent
Consumer behavior changes quickly, which makes timing an important part of audience targeting.
Someone who visited a dealership six months ago may be far less relevant to an automotive campaign than someone who visited one recently.
Market Signals audiences can be available within a week of a location visit, giving marketers an opportunity to reach consumers while their activity may still be relevant and their interest may still be active.
Different behaviors can also signal different opportunities. Recent dealership activity may help identify consumers shopping for a vehicle, while visits associated with home shopping may indicate potential interest in a home.
Repeated visits can provide another type of signal. A consumer who visits a particular type of location three or more times within a 30-day period may demonstrate a stronger or recurring interest than someone who visited only once.
Market Signals organizes these behaviors into audience categories including:
Shoppers: Consumers who have recently visited relevant retail or business locations.
Enthusiasts: Consumers demonstrating recurring interest through multiple visits.
Travelers: Consumers visiting travel-related locations such as hotels, rental car agencies, or transportation hubs.
Actively In-Market Consumers: Consumers whose recent activity may indicate interest in major purchases, such as a vehicle or home.
These categories help marketers translate real-world activity into usable targeting criteria.
Combine Behavior With Consumer Attributes
Real-world behavior doesn’t need to replace the audience data marketers already use. It can make that data more actionable.
After identifying relevant behavior, marketers can layer additional consumer attributes such as age, income, and geography onto the audience.
Consider an automotive campaign.
Recent dealership visitation can provide the behavioral signal. Age, income, and geography can then help refine that audience based on the campaign’s specific objectives.
Instead of choosing between traditional consumer data and behavioral data, marketers can use both to build a more defined audience.
Turn Real-World Signals Into Actionable Campaign Audiences
Collecting another data point isn’t the goal.
The value comes from turning those signals into audiences marketers can actually use.
Market Signals helps bridge the gap between observed consumer behavior and campaign activation.
By combining recent location activity with additional consumer attributes, marketers can build targeted audiences that support outreach across online and offline channels.
This approach can help marketers:
Identify potential interest based on recent behavior
Find consumers demonstrating relevant in-market activity
Refine audiences using descriptive and predictive attributes
Create opportunities for more timely outreach
Build audiences that support online and offline campaigns
The result is a more actionable approach to audience targeting that connects consumer insights with campaign execution.
The USADATA Advantage
Market Signals from USADATA brings recent real-world activity into audience targeting, helping marketers identify potential interest, refine audiences, and create opportunities for more timely and relevant outreach.
Rather than relying on one type of data alone, marketers can combine observed behavior with descriptive and predictive consumer attributes to create audiences aligned with specific campaign objectives.
Who consumers are + what they’re doing can create a better, more actionable audience.
Explore Market Signals With USADATA
Ready to see what Market Signals could look like for your next campaign?
Call (800) 399-8611 or contact USADATA to learn more.
Explore Market Signals with USADATA and turn real-world behavior into better audiences.
