The PriceRunner segments are built in close collaboration between PriceRunner and AudienceProject. The combination of PriceRunner’s first class behavioural purchase intent data and AudienceProject’s proprietary prediction engine and data ecosystem, enable us to build strong purchase intent segments based on people in the market for a specific product or product category.
In short, PriceRunner is providing high-quality seed data while AudienceProject is predicting and distributing the purchase intent segments in the ecosystem.
Always new seed data
When working with predicted purchase intent segments, the quality of the seed is key. For this reason, you need to assess whether the input data is suitable for identifying distinct behaviour among the group of users who are actually in-market.
The traffic on PriceRunner’s site is to a great extent characterized by users being in-market, searching and comparing prices online. Hence, users on PriceRunner’s site is far down the funnel, providing a strong basis for building in-market look-a-like models.
Finally, since purchase intent behaviour is dynamic, the PriceRunner segments are built on data no older than 3 weeks. In that way, PriceRunner and AudienceProject ensure that the segments are based only on behaviour from people actually in-market.
Predictions – Not retargeting
It is important to bear in mind that the PriceRunner segments are not based on the typical retargeting approach.
The PriceRunner segments are based on a complex set of behavioural traits and predictions that ensures that members of an intent segment are users that exhibit the same overall behaviour as users who have actively searched and compared prices for a particular product or product category. Hence, we are beyond the typical retargeting issue, where users are haunted by one particular product ever since they took a glance at it or purchased it.
In collaboration, PriceRunner and AudienceProject deliver real ‘future’ intent. Not past intent.