Target people based on way of living
We are in an age of individualism. But even in our search for uniqueness we are a part of general movements independent of age and gender. With Lifestyle segments you can improve the targeting for campaigns, that are relevant to people in a certain stage of life, without going through the hassle of combining several sociodemographic segments and thereby compromising reach. You can e.g. reach Fashionistas, who are always looking for new trends or Sports Geeks, who enjoy the endless feed of games and betting opportunities.
How can I use Lifestyle segments?
The optimal use of the Lifestyle Segments will be to perceive them as opinion-leaders or as part of an on-going customer base, which not necessarily means that they always will be in-market. In other words, the Lifestyle Segments can be used both for branding- and performance campaigns.
How are Lifestyle segments built?
The characteristics within each of AudienceProject’s Lifestyle Segments have initially been deduced from a combination of an extensive survey, mapping interests and behavioral data, collected through AudienceProject’s massive Nordic panels. This means that a given characteristic will be based on a mix of deterministic survey data and a certain pattern of online behavior, defined by thorough analysis with strict criteria.
Our Lifestyle Segments consist of a complex mix of preferences, behaviour and opinions. We don’t believe that something as simple as a visit to i.e. a sports-section on a news site, should ever be used to create the basis for a classification of a person as ‘sports interested’. In addition to further ensure the quality of the segments, the interests are based on an extensive mapping of interest among AudienceProject’s survey panel – in other words, deterministic data. This approach has led to high quality Lifestyle Segments, that to a greater extent captures a true interest or lifestyle.
Validated against a massive panel
To further strengthen the reliability of the identified lifestyles, the assumed characteristics are validated against AudienceProject’s massive online panel that counts more than 800.000 active panelists in the Nordics. By doing this, the behavioral data that the segments are based on, will be validated by deterministic findings about real interests.
Based on real people and survey questions
Since the purpose is to identify a real lifestyle, several questions constitute the basis for the measurement of a given lifestyle. The questions asked for mapping, will hence not confront respondents directly with the interest, but rather provide indications in relation to a lifestyle. This could i.e. be how often a potential interest is cultivated, how often one seek information about an interest area etc. The panel validation will in other words ensure a high level of quality in the AudienceProject Lifestyle Segments.
Segments – lifestyles
The definition of an interest is in its nature broad. What does it mean to be interested in sport, and how do you measure the interest? To operationalise the observed interests, we have embodied the segments in five different lifestyles, which will give you a thorough description of whom you will reach with the said segment.
This is further contributing to our commitment to create a more transparent ecosystem. We believe this will create a basis for a deeper understanding of when, how and where to use the segments. The characteristics of each Lifestyle Segment is based on deterministic data, derived from AudienceProject’s online panel.
Which Lifestyle segments are available?
| The Cosmopolitan | dk | - devices | |
| The Fashionista | dk | - devices | |
| The Motor Fanatic | dk | - devices | |
| The Sports Geek | dk | - devices | |
| The Wolf of Wall Street | dk | - devices |
Superior segment quality
Our segments are based on some of the strongest, most reliable algorithms in the market and some of the largest online panels. We strive to provide 100% transparency in all aspects, including our methodologies, data origin and – whenever possible – expected campaign performance and cost reduction. On top of that, we also take user privacy extremely seriously. The result: safe segments with superior quality and a great balance between hit rate and size.
Case: Connecting with the Sports Geeks
A major betting company wanted to reach sports enthusiasts and betters for their digital campaign. This prompted them to use our “Sports Geek” segment for their campaign.
About the case
The betting company had a high focus on A/B testing performance on their campaign. So to see the conversion effect of the Lifestyle Segment, the campaign was executed as a split-test between a test campaign with ‘Sports Geeks’ and one without data targeting. Everything else was held constant. The results were clear – The AudienceProject Lifestyle Segment almost tripled the campaign CTR.
Results
Learn more
If you want to learn more about AudienceData segments, we recommend checking out the tour page or visiting our Helpdesk. Also feel free to get in touch with us if you want to have a chat about how your business can benefit from using AudienceData.