Why Brands Need to Focus on Propensity, Not Personas
by Jonathan Zajicek, 19 Jun 2019
Propensity modeling gives you personas that are more likely to convert — and a smarter, more efficient marketing effort.
Before You Do Any More Marketing Research, Stop!
Every brand is looking for a better, smarter silver bullet that will help them crack the code of reaching their customers. The only problem is: silver bullets rarely work…or at least they never work out as well as they were supposed to.
If you really want to better understand your customers — and, more importantly, which customers you should be spending time and budget speaking to — you need to segment your customer file based on propensity. It helps you determine exactly when you should be targeting a customer or prospect, something no persona could even dream of doing.
Why Propensity Modeling?
Propensity modeling is a statistical calculation performed on your existing customer data that allows you to identify people who are most likely to respond to an action (offer, cross-sell, marketing touch etc). At a high level, propensity modeling gives you the data to do three really important things:
- Improve your marketing efficiency
- Develop a more segmented messaging strategy
- Create a better lookalike prospecting audience
How Propensity Improves your Marketing Efficiency
A great propensity model helps you determine the combination of attributes that make someone a great target for your message. This data can immediately improve the efficiency of your marketing programs because it doesn’t just tell you who the best targets are, it also shows you who the worst targets are.
That equates to whole swaths of impressions you don’t have to buy anymore. Tons and tons of creative versioning you no longer have to do because the model has shown you who is not likely to convert.
How the Model Develops More Segmented Messaging Naturally
The holy grail of most marketing departments today is the dream of personalized marketing: getting the right message to the right person at the right time.
But in order to craft the right message, you have to know what differentiates your audiences.
By building a propensity model, the attributes that matter naturally surface. And as the model grows and expands, it unearths the segments of your audience that are unique and shows you which defining characteristics make them unique.
How Data Partners Turn Your Segments into Incredible Lookalike Audiences
Now, that’s all great for turning your existing customers into even better customers, but how does propensity modeling give you a better way to target prospects?
Once you’ve identified the right customers and segmented them, you can build lookalike audiences. A data partner like Experian is brought in to match your segments to targetable, prospecting audiences matched back to that perfect combination of attributes.
It makes retargeting a lookalike audience based on website visitors look like child’s play.
Start with The Right Foundation
Propensity modeling is a huge opportunity for companies today — especially those who are feeling budgetary pressures and are looking for more intelligent ways to make marketing decisions.
As marketers, we all understand the importance of putting the right foundation in place. Understanding your customers and your target audience comes first, and there is no more data-driven, evidence-backed way to do that than propensity modeling.
Ready to learn more? DRUM helps brands build better, smarter marketing programs that lead to more personalization and greater efficacy.
Get updates; just enter your email below. Simple as that.
DRUM Speakeasy Series: Finance Edition
by DRUM, 03 Dec 2019
by DRUM, 15 Nov 2019
Onboarding Done Right
by DRUM, 15 Nov 2019
Experts Roundtable: See What DRUM’s Specialists Recommend for Your Giving Tuesday Strategy
by DRUM, 06 Nov 2019
What’s missing in your Giving Tuesday strategy? A convo with DRUM’s eCRM expert.
by Kelley Coram, 06 Nov 2019
Mythbusting your Social Strategy for 2020: Our Social Expert Weighs in
by Megan Marks, 06 Nov 2019
5 Impactful Web Design Practices for Landing Pages in 2019
by Joshua McKnight, 25 Jun 2019
Why Video Scalability Should Be A Top Priority For Your Content Budget
by Michael Cruz, 28 May 2019
How to Get Your Brand to Produce More Content
by Michael Cruz, 15 May 2019
Silo Focus May Cost Brands Millions
by George Wiedemann, 13 May 2019
Personalized Video Connects You to Customers
by Rosann Bartle, 30 Apr 2019
AI Generated Content : Fast & Affordable Comes at a Cost
by Steve Steger, 18 Mar 2019
3 Lesser Known Ways to Leverage Video
by Lyndsay Hoff, 18 Mar 2019
When People Start To Get Wealthy Today, What Do They Want From Banks?
by Ben Heiser, 04 Mar 2019
Content Tells. Direct Sells.
by Rosann Bartle, 21 Feb 2019
Behind the Click: Five Cognitive Biases That Drive Action
by Michelle Gunn, PhD, 12 Feb 2019
The Real Game: Google vs. Microsoft
by Jana Ferguson, 05 Feb 2019
Did the Super Bowl Ads Live Up to the Hype?
by Steve Steger, 05 Feb 2019
Super Bowl Quick Takes
by Lesley Goldberg, 05 Feb 2019
Ten Emails I’m Glad I Didn't Have to Read Last Month
by Stephen Steger, 28 Jan 2019
The Top Three Tips to Make You King of the SERP This Black Friday and Cyber Monday
by Margaret Davis, 20 Nov 2018
Voice applications and natural language are bigger than the kitchen.
by Bryan Knouse, 29 Oct 2018
Are you ready for Amazon advertising?
by Debra Wang, 25 Oct 2018
Even Mighty Amazon Can’t Deliver on Grocery Delivery
by David Randolph, 15 Aug 2018
Google’s ready for Its face-lift
by DRUM Media, 25 Jul 2018
Why it’s important to invest in non-branded paid search
by Kelsey Chadwick, 27 Jun 2018
Why paid search should be your go-to media
by Katherine Jianas, 18 Jun 2018
Why Facebook’s Cambridge Analytica scandal makes me thrilled for the future of content marketing
by Ben Heiser, 21 May 2018
YouTube for Nonprofits
by Virginia Doty, 15 May 2018
Takeaways from MarTech 2018
by Michael Cruz, Chief Content Officer, 15 May 2018
Which do your consumers prefer? Inbox or Mailbox? (Infographic)
by DRUM, 14 May 2018
Get smart with Google smart bidding
by Hailee Sosnowski, 27 Apr 2018
The amazing power of personalization
by DRUM, 19 Apr 2018
Beyond once upon a time: dialogue and the art of storytelling 2.0
by Michelle Gunn, PhD, VP/Creative Director, 17 Apr 2018
SEM 101 for Nonprofits
by Jay Reyes & Chase Bender, 12 Apr 2018
How to inspire workplace creativity
by Stephen Steger, 03 Apr 2018
Local SEO for brands and franchises: Top 3 tips from 15 SEO experts
by Greg Lee, 02 Apr 2018
Next steps for advertisers after the Cambridge Analytica Facebook breach
by Traci Hendrix, 26 Mar 2018
Are you ready for the GDPR? A guide for advertising agencies
by Jerelle Gainey and Debra Wang, 15 Mar 2018
Q&A: Experts dish on the future of paid search
by Chelsea Huston, 06 Mar 2018
Why content moments are the key to understanding content marketing
by Ben Heiser, 28 Feb 2018
Why bad advertising is a form of bad manners: lessons from a Ugandan storefront
by Scott Johnson, 20 Feb 2018
Retailers and the lower funnel trap
by David Randolph, 06 Feb 2018
What’s the body language of your content really saying?
by Zoë Courtman-Smith, 31 Jan 2018
10 things to look for in enterprise SEO software: 2018 tool review
by Greg Lee, 30 Jan 2018
The top 3 PPC marketing search engines of 2018
by Debra Wang and Vladimir Bradic, 26 Jan 2018
How new changes to Google Grant will affect your nonprofit
by Shelby Huckeba, 19 Jan 2018
Latest Giving Tuesday campaign ideas from marketing-minded nonprofits
by Adam Binkley, Jay Reyes and Ruby Wustrak, 18 Jan 2018
State of Social in 2018
by Ashley Reed, 17 Jan 2018
Top 7 posts of 2017
by Jamie Wigington, 17 Jan 2018
How should SEM experts prepare for voice search? [INFOGRAPHIC]
by DRUM, 17 Jan 2018
7 Digital trends that will change how you market in 2018
by DRUM Media, 17 Jan 2018
What advertisers need to know about Apple's intelligent tracking prevention
by Jerelle Gainey, 06 Oct 2017
Using direct mail to reactivate online customers
by Rosann Bartle, 22 Sep 2017
Bing shop ‘til you drop
by Hailee Sosnowski, 14 Aug 2017
Finding a web design process that works
by Todd Chambers, 02 Aug 2017
3 Commandments for creating incredibly engaging content
by Ben Heiser, 02 Aug 2017
Twitter ads and targeting techniques that work
by Annie Green, 27 Jul 2017
5 benefits of paid social advertising
by Karina Khemani, 14 Jul 2017
Oh snap! Snapchat just upped their ad game
by Traci Hendrix, 12 Jul 2017
Dying is easy, comedy is hard
by Scott Johnson, 10 Jul 2017
Marketing and the meteor test
by Scott Johnson, 05 Jul 2017
The value of local SEO (Even when your customers aren't)
by Gregory Lee, 23 Jun 2017
The best Facebook ad types and targeting options for driving sales
by Annie Green, 15 Jun 2017
Linking online marketing to offline consumer behavior
by Heather Roach, 08 Jun 2017
To push a nonprofit's mission, you have to push with passion
by Nicole Bendel, 05 Jun 2017
7 ways B2B marketers can find success in social media
by Traci Hendrix, 31 May 2017
Google’s data-driven attribution: what you need to know
by Kimberly Honore, 23 May 2017
The skinny on Yahoo's native search retargeting feature
by Shelby Huckeba, 15 May 2017
Why you should always include brand search in your digital strategy
by Katherine Jianas, 04 May 2017
How to use content marketing to finally unify marketing strategies
by Gregory Lee, 16 Apr 2017
5 things we learned at Google’s “Search in 2017 & Beyond” event
by Kimberly Honore, 05 Apr 2017
To sell to the ego, you gotta talk to the id.
by Zoe Courtman-Smith, 04 Apr 2017
Social listening inspires smarter business strategies
by Alicia Trahan, 03 Apr 2017
Brand safety: how programmatic partners protect our clients' brands
by Brittany Altman, 31 Mar 2017
How inactive subscribers can affect deliverability
by Billy McNair, 27 Mar 2017
5 reasons to insist on 1st party data for CRM targeting
by Samantha Halpin, 22 Mar 2017
Conversation, not content, is king
by Scott Johnson, 15 Mar 2017