Audience MicroTargeting — Reach 100% of IP Address List Targeting

Semcasting Audience MicroTargeting is a revolutionary new method for marketing to qualified prospects online. Expand your reach to qualified online prospects without investing in data exchange cookie pools or placing tracking pixels. Reach 100% of your qualified prospects without compromising user privacy.

Last month we introduced the first component of our MicroTargeting solution called User Type Segmentation. Every user's browser registers an IP address when making a request to the ad server. Semcasting MicroTargeting automatically classifies each request into one of 15 anonymous User Types. These 15 User Types determine whether the browser is coming from a Home, Business (including the SIC code of the business), a Wireless Device, an Urban, Suburban, or Rural location, a Social Network, or an Educational or Government Institution. The act of User Typing prequalifies an IP Address into 15 targetable segments, setting the level of precision at which each online user can be targeted.

Once the User Type is determined Semcasting MicroTargeting uses the geo-location of each request to determine the likely demographic profile. Using Semcasting's analytic engine the demographic profiles are ranked and measured to give the marketer an advanced method for locating the very best qualified prospects.

Audience MicroTargeting: Demographic Attributes — It is all about the Data

Demographic attributes are appended to each IP Address and are accessed through the same real-time User Typing Process. Marketers using Ad Networks, DSPs and Agencies now have the option to select by User Type and demographic profile so only the qualified pool of users will be served.

Demographic attributes are applied to the User Types in a similar way that cable companies define broadcast zones. Audience MicroTargeting locates the optimal concentration of individuals that make up the geographical clusters meeting the User Type and demographic profile being targeted. We use our patented genetic modeling process to define these optimal clusters for each demographic variable and for each campaign. Qualifying clusters are selected in real-time from over 40 million segment combinations.

Your online campaigns can now be as strategic as your offline campaigns. For example, a real estate specialist selling high-end homes in the suburbs can target Facebook advertising and banner ads to in-town corporate offices where Financial Services, Marketing and Media, and Legal offices will see their ads during the lunch hour or after Wall Street closes. By combining household demographics with higher incomes, in commutable distance to the office, the advertising buy can be focused on locations with the highest concentration of buyers who can afford the properties being offered.

Audience MicroTargeting addresses the first party relationship problem and the issues with tracking users across the Internet. The cookies being sold by a data broker based on a confirmed account holder or subscriptions are no longer the only way to go when it comes to defining an audience. The limited 30% audience coverage of cookies will no longer be a restriction. The combination of over 750 weighted data points for each campaign will always provide advertisers with a more refined target profile than campaigns dependent on single attribution relationships.

Semcasting is a primary data complier with over 225 million U.S. individuals and 15 million businesses, with each of these records enhanced by over 750 demographic and behavioral propensities. Our database was built using only publicly available information from directories, voter rolls, home ownership filings, quarterly government reporting, and modeled retail transactions from sample buyers.

For more information on Audience MicroTargeting, please download our datasheet .

Highlighted Database Variable of the Month

With each Newsletter, Semcasting introduces a data variable that has proven to be highly predictive for our customers. Our variables set us apart because of the impact they have demonstrated in improving the effectiveness of models and precision we bring to identifying a qualified audience. We built these variables based on people who have voted with their wallets for a particular product or service. They are not simply associated with a cookie or an extrapolated reference based on a visit to a web site. The analytic models that define the variables are built from known consumers and are tested against known transactions over multiple campaigns. Leveraging all 750 variables in our compiled data warehouse provides you with 100% reach to the entire potential online audience without the need for tracking or secondary data purchases.

At Home Business Owners

The At Home Business Owners Database is a prospect-targeting database that identifies over 9 million business owners, operators and self-employed professionals and links them to their business type, home address and their household demographics. The database was created to provide a more seamless way to identify qualified individuals who would be likely to respond favorably to offers for up-market, high-value goods and services. These goods and services include:

• Personal wealth and asset management services
• Premium retail products
• Second mortgages and mortgage refinancing
• Credit products
• Office products, supplies, category-specific products

The At Home Business Owners Database provides information on the type and size of businesses, along with key demographics about the professionals' households.

Each piece of identified information, such as revenues and NAICS classification of business, is linked with estimated home value, income and over 750 other demographic attributes. The database is enhanced with variables that are campaign-specific, and include multi-channel contact information such as addresses, e-mails and likely web destinations.

The At Home Business Owners Database is one of the Semcasting Affluence Indicators – which provide a 360-degree perspective of household affluence across the United States. When selecting prospects for particular products or services, accurate data is imperative to create effective predictive models for direct marketing campaigns.

Contact Us

If you need more information about the solutions introduced in this newsletter, or would like to discuss planning for your next direct marketing campaign, please do not hesitate to contact us.