Target Use Cases:
Now that the Cubeyou and MRI data are combined in a single tool, you can leverage both sources when building your target audience. This will give you the opportunity to isolate your audience with a fine tooth comb, let’s see how:
Ex 1: Socially engaged fan
Wendy’s is known for having a clever and catchy social media presence. Say you want to focus on the consumer that engages with Wendy’s socially but doesn’t actually go to Wendy’s. You can find out insights on this audience by running the following target:
Simply go the Cubeyou “Interests” section and type in Wendy’s in the top right corner - this will pull the social engagement from Cubeyou:
Then when it shows up, simply select the item so it appears in the target bar.
Then, go to the “consumption” tab and search for “Wendy’s” - this will pull the purchase behavior from MRI:
Once you have the two different Wendy’s variables - the Cubeyou social information and the MRI consumption - you will need to add a boolean operator to negate “Wendy’s-Bought” so that we are isolating the audience to analyze only those that engage socially with Wendy’s but do not buy from them.
Analyzing this audience will allow you to understand who they are and what would drive them to not just engage with Wendy’s socially but also buy the food. They’re already engaging with the brand, but how can we get them to purchase more? If not Wendy’s, what are their eating habits and where and why are they going to other fast food?
Ex 2: Purchaser not interested in the brand’s social media
Alternatively, maybe you’d like to look at an audience that doesn’t engage socially with Wendy’s but is a Wendy’s purchaser. This helps you find better ways to connect with your existing and potential purchasers to deliver compelling content that they are more likely to be interested in on an ongoing basis. This will keep Wendy’s at the top of their mind so you don’t lose them to competitors! Simply select the target the same way we did in Example 1 but place the boolean operator on the Cubeyou “Wendy’s” Interest variable:
Ex 3: Super Fan!:
“Super fans” are individuals who both eat and socially engage with Wendy’s.
This is your very loyal customer. They not only purchase your product but also are socially engaging with you via social media. This is an interesting target to look at so you can get a clearer idea of who they are and how you can continue to target these loyal followers.
Ex 4: Convert a competitor’s audience
In this case, select your first target, as we showed in examples #1 and #2, and then click the (+) tool to select a second target and choose the competitor you want to analyze. Follow the same instructions as above, if you want to look at either social engagements, consumptions habits, or a combination of the two:
Now what we’ve done is selected the socially engaged Wendy’s audience versus the socially engaged Burger King audience. Working in Cubeyou you can isolate the two different audiences to learn more about the differences and similarities to further help drive up your target’s audience!
Ex 5: How does your audience compare to the overall audience that holds an interest in that category?
What we mean here is how does your audience, those interested in or consuming Wendy’s compare to an overall audience that is interested in fast food?
In this case, we would select our first target, as described in example 1, and 2, and then go to the psychographics tap and select Cubeyou > Lifestyles > Food & Drink and then based on the options, choose the one that makes the most sense, in our case “Fast Food Fans”
We hope this helps you in selecting the optimal ways search for a target! If you have any follow up questions, don’t hesitate to reach out to your Cubeyou rep.
Ex 6: Fast Food Fan not buying Wendy’s (Mixing psychographics and consumption targets)
Another example of what Cubeyou can help with is being able to run more complex target searches mixing psychographics and brands. Let’s continue with the Wendy’s example. Below we selected a Cubeyou and MRI Fast Food Psychographics and then selected an individual who has not bought at Wendy’s. This type of an analysis
Ex 7: Campaigns by Metro Area!
One of the most exciting parts of the Cubeyou platform is being able to isolate a target or search right down to the metro area as shown below:
While it’s great to look at a combination of interest and consumption data, it’s even more powerful to be able to look at how different areas of the U.S. differ. This is especially beneficial if you are only looking to target a certain area of the U.S. for a specific campaign that is regionally focused. On the other hand, you even have the ability to omit certain regions, if say you want to eliminate the company's headquarters for fear of skewing the data, ex below:
For the case above, we would be analyzing a Nordstrom consumer outside of their headquarters in Seattle. This will serve to get a better understanding of how different people interact and differ across not only state lines, but also regions in the U.S.