Audience Targeting - It Starts with the Targeting Model

Last week Semcasting attended ad:tech San Francisco, an interactive advertising and technology conference, where we introduced our new AudienceID solution.  We also spent a great deal of time sharing our Audience Targeting platform with the online marketers.  Semcasting’s Audience Targeting platform is unlike any other currently in the digital marketing space, representing a breakthrough in how online campaigns are planned and executed.

Ad:tech attendees showed real interest in our new approach to privacy-friendly targeting.  The core difference with Semcasting Audience Targeting is targeting is always campaign-based – driven by the advertiser’s known customers who have voted with their wallets – for a particular product or service.  No more guessing or inferring interests by stock categories or brokered cookie associations.  The Semcasting platform generates a predictive model and a qualified audience specific to the campaign – a feature currently unavailable to online marketers.

Semcasting Audience Targeting combines qualified audience targeting with the leading online display and social networks.  Campaigns are no longer a “shot in the dark” process of testing and optimization; they are also no longer about placing cookies or tracking pixels.  The Audience Targeting process starts where most campaigns ends, producing significantly increased reach to all qualified impressions, while driving better click-thru and conversion rates for online campaigns. 

For the next few months, each Newsletter will explore each step in the Semcasting Audience Targeting process.  We will explain how Semcasting Audience Targeting is different from the contextual or behavioral targeting, and address what Semcasting Audience Targeting can do for you and your next online campaign.  For more information on Semcasting Audience Targeting Platform now click here .

Step One: It Starts with the Targeting Model

Our Audience Targeting solution is backed by our patented predictive modeling.  The technology allows us to automate predictive models and profiles and generate results for every campaign in a matter of hours rather than weeks. 

Based on the client's current customer, Semcasting appends over 750 demographic, behavioral, affluence, ownership and purchase variables from our proprietary internal database – generating a complete portrait of who the current clients are. 

Our modeling technology then automatically creates a statistical model from the list, identifying which attributes of the current customers are unique and predictive when compared to the general public or a selection of non-customers.  A “lookalike” model, with documentation and reporting, is then produced, presenting a scoring formula of weighted variables which are used to score prospects who look most like the current customers.  More sophisticated and more accurate than simple demographic selections criteria or one dimensional cookie attribute associations, custom predictive models outperform either alternative by 25% to over 100% lift.

With each Newsletter, Semcasting introduces a data variable that has proven to be highly predictive for our customers. These variables set us apart from our peers because of the impact they have demonstrated in improving the effectiveness of models.  By introducing and exploring these variables in more depth, we hope that you will be able to leverage our findings to help you with your next marketing campaign.  These variables are just as valuable to planning online display and social networking campaigns as they are for direct mail and email campaigns.

Home Value Estimate

Semcasting’s Home Value Estimate provides marketers and analysts with a higher level of accuracy when executing marketing campaigns to homeowners.  One of the Semcasting Affluence Indicators, the Home Value Estimate identifies property value which, when combined with other measures of affluence such as discretionary income and net worth, can be influential in determining the purchasing power of your best prospects.

Semcasting has information on 16.4 million more households than the other leading data providers and tracks home values up to $10 million, making Semcasting’s Home Value Estimate the most comprehensive available.  The Semcasting data identifies the values of over 90 million residences in all 50 states allowing for more accurate measures of affluence for more households providing a larger pools of qualified prospects.

Home value is a crucial measure of affluence for most households.  Since most home values are determined based on transactional data, the information is only as good as the most recent purchase or refinance. If a home has not been bought or sold for several years, the available data might overlook that house completely or record its value at a fraction of what it is actually worth.  In the aftermath of the mortgage crisis we have experienced negative appreciation in many neighborhoods.  If your marketing program is dependent in part on a current home value, it is important not to have a flawed measurement of that value. 

Semcasting looks beyond home transaction data to other factors that contribute and measure what a home is worth today.  This allows for a more up-to-date assessment to estimating home values.  Semcasting’s home value estimate is updated monthly based on governmental reporting of interest rates, transaction history and inventory – all at the local level.