Morning Workshop with Quantcast: Making Your Search Data Actionable
Transcript of Morning Workshop with Quantcast: Making Your Search Data Actionable
Reverse Engineering Audiences with Search Intent Signals
Scott Spaulding Senior Director, Central and Eastern Region
@Quantcast
MEASURE About Quantcast
ADVERTISE
We help you advertise to your ideal target
audience with customized solutions
for every partner.
Driving BRAND RESPONSE
with BIG DATA
SEARCH: Powerful intent signal…yet underutilized for brand building
✔ ✔ ✔ ✔ ✔
Reverse engineer your audience from search intent data
Build awareness & interest with key growth audiences
DISCOVER NEW, UNEXPECTED AUDIENCES
6
vs.
Skews Female
Primarily ages 25-44
Income < $0-50k
Skews Male
Primarily ages 55+
Income $50-150k
Has kids No kids
PRESCRIBED AUDIENCE
HEALTHCARE SEARCHERS
OPTIMIZE BRAND RESPONSE WITH RICHER AUDIENCE MODELING
Using key insights from converting audiences
Drive brand response with intent
data
Reverse engineer
audiences
Guide upper funnel
objectives with lower funnel
search insights
Big data allows marketers to…
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