Segmentation Solutions: Why Flexibility is Critical
In a recent survey of marketing professionals in North America, 62% identified improving audience segmentation as a top priority to enable more precise, targeted messaging.
As we head into 2025, audience-based buying (ABB) strategies are becoming the standard. Tools like intelligentVIEW empower marketers to move beyond media-first planning, delivering precision and scalability. However, when it comes to projecting media preferences and brand behaviours, relying on pre-built segmentation systems can lead to missed opportunities.
The Caution with Pre-Built Segmentation for Projections
Pre-built segmentation systems are a helpful starting point for identifying broad audience categories. But when those same systems are used to project media consumption or brand preferences, they introduce risks:
Biased Projections
Media and brand preferences tied to rigid pre-built segments often reflect the segmentation model’s biases rather than your target audience’s real behaviours.
Incomplete Audience Understanding
Oversimplified behavioural projections can lead to misaligned media strategies, resulting in wasted ad spend and reduced ROI.
Lack of Custom Segmentation Data Integration
These systems don’t allow the integration of segments or personas you’ve invested in developing and are already socialized within your organization.
Why intelligentVIEW is Different
intelligentVIEW overcomes these limitations by keeping segmentation and media/brand data projections separate, enabling more accurate and actionable insights:
Independent Data Projections
Media and brand preferences are projected independently of intelligentSEGMENTS. This ensures projections are unbiased by assuming the segments are indicative or predictive of these behaviours.
Custom Segmentation Flexibility
Use intelligentSEGMENTS or bring your own custom segmentation models. intelligentVIEW seamlessly integrates and gets the most from your segmentation or personas without needing to map back to intelligentSEGMENTS.
Deeper Media Insights
The platform provides robust, unbiased insights into media consumption habits, enabling smarter media planning and omnichannel targeting.
Building a Foundation for Omnichannel Success
An audience-first targeting strategy enhances campaign precision and ensures your campaigns are designed to collect the foundational data needed for multichannel attribution and media mix modelling.
While intelligentVIEW does not perform these analyses directly, it enables marketers to:
- Activate consistent audiences across all touchpoints—digital, direct mail, and broadcast—ensuring alignment and readiness for future attribution and modeling efforts.
- Inform media mix models with robust audience insights, helping you evaluate which channels and strategies resonate most effectively.
- Ensure campaigns are built with data consistency and scalability in mind, laying the groundwork for advanced analytics, such as attribution and media mix modeling.
- By adopting an audience-first approach with intelligentVIEW, you’ll improve campaign outcomes and position your organization for long-term, data-driven success.
Why This Matters
For marketers, intelligentVIEW provides:
- Accurate targeting and insights that drive better campaign results.
- Comprehensive data for performance analysis, supporting advanced attribution models.
- A scalable, future-proof strategy for omnichannel campaigns.
By prioritizing an audience-first approach, intelligentVIEW enables marketers to deliver smarter, data-driven campaigns, refine attribution, and optimize media spend for maximum impact.
Learn more about intelligentSEGMENTS