Digital Look-alike Models In Minutes
Direct mailers, printers and agencies have been familiar with look-alike models for some time now –models produce a portrait of current customers and can statistically identify who are most likely to respond like a customer. For online marketers, the concept of digital look-alike models is relatively new, providing a new way to evaluate the people who are actually looking at your website or clicking through on advertisements.
The reason digital look-alike models are new is that up until now, online marketers have only had the ability to gain insight into users by placing cookies and tracking pixels on consumer's browsers in hopes of tracking how an anonymous consumer behaves online. From these recorded behaviors the marketer then makes an inference as to whom this consumer is based on a limited amount of data, or in most cases no actual data at all. In too many case the inference is wrong or misguided causing the impression or advertising buy to be wasted and ineffective. For example, a teenage boy looks at a luxury sports car website because he is interested in cars, not because he is in the market to buy one or because he can afford it. Based on his visit a cookie is dropped on this teenage boy's browser so that when he leaves the luxury sports car site he will continue to see ads for expensive cars and other luxury items that he is inappropriate for. Digital look-alike models help in providing an answer for online marketers need to stop wasting advertising dollars.
Digital look-alike models are created by modeling the IP addresses of those who are clicking through on advertisements, or those who are looking at a website. The models match the IP address to geo-location zones that are categorized by demographic attributes to create a portrait of those clicks and website viewers, providing over 750 data points on the consumers who visit a site. Digital look-a-like models are created these hundreds of data points using patented predictive modeling to create a statistically accurate picture of who visits a site while predicting the zone locations of where the best prospects are going to come from as visitors to that site.
Semcasting has created a FREE marketing solution that creates these digital look-alike models in minutes. MARKETMatrix is the newest marketing innovation from Semcasting 
that creates a multi-channel profile of customers regardless of whether they are sourced from online and offline campaigns. MARKETmatrix measures over one hundred data variables against those customers and compares them to thevalues of others in the same locations. MARKETmatrix also provides a campaign plan and projects click-through rates based on industry performance benchmarks for direct mail, online display and Facebook advertising. Using the Campaign Planner the marketer has the ability to evaluate where their adverting spend will be most effective for multiple channels. MARKETmatrix does this all within minutes and for free.
See a sample report that was created for a professional sports team here!
For more information on MARKETmatrix please contact us at sales@semcasting.com
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 in improving the effectiveness of models that can identify a qualified audience. We compiled and 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. Our data comes from public sources such as the Bureau of Economic Analysis, Federal Reserve, publicly recorded ownership transactions and social network affinities. The analytic models that define the variables are built from known transactions over multiple campaigns and project to others in the population who look most like them. Leveraging all 750 variables in our compiled data warehouse Semcasting provides you with 100% reach both offline and online.
Vacation Properties and Timeshare Ranking
In a tough housing market, being a buyer is an advantage. It represents an excellent opportunity to get a good deal or invest in a second home at the right price. Marketers of vacation properties or timeshare will find the Semcasting Vacation Property & Timeshare Ranking an invaluable tool for targeting prospective customers efficiently and cost-effectively.
The Semcasting Vacation Properties & Timeshare Ranking is derived from finely tuned predictive models created from federal survey data and a national data base of known buyers of vacation properties. Vacation property owners self-identified in the file are tied to their demographic, behavioral and geographic profiles. Using Semcasting's On-Demand Targeting, hundreds of local models are created and aggregated as regional targeting. On-Demand Targeting finds trends and tendencies that are often unique to the region- improving the accuracy and validation of the household scores.
Buyers of Vacation Properties & Timeshares
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 at sales@semcasting.com.
