Target Use Cases:
Now that the Cubeyou and Simmons 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
Let's say you want to focus on the consumer that engages with Nike socially but doesn’t actually purchase Nike. You can find out insights on this audience by running the following target:
Simply go the Cubeyou “Interests” section and type in Nike 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 “Nike” - this will pull the purchase behavior from Simmons as show below:
Once you have the two different Nike variables - the Cubeyou social information and the Simmons consumption - you will need to add a boolean operator to negate “Nike-Bought” so that we are isolating the audience to analyze only those that engage socially with Nike but do not buy from them.
F I N A L S E A R C H
Analyzing this audience will allow you to understand who they are and what would drive them to not just engage with Nike socially but also buy the clothes. They’re already engaging with the brand, but how can we get them to purchase more? If not Nike, what are their shopping habits and where are they going to buy athletic wear?
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 Nike but is a Nike 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 Nike 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 “Nike” Interest variable:
Ex 3: Super Fan!:
“Super fans” are individuals who both purchase and socially engage with Nike.
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.
Lastly, you are able to also analyze competitors with the Cubeyou fusion. Similar to example #3, this will help you keep your audience engaged but also help to convert audiences from a competitor.
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 those who purchase Nike versus those who purchase Adidas. 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 Nike 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 > Fashion and Shopping and then based on the options, choose the one that makes the most sense, in our case “Sporty Stylists”
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: Mixing psychographics and consumption targets (Fast Food Fan not buying Wendy’s)
Another example of what Cubeyou can help with is being able to run more complex target searches mixing psychographics and brands. Below we selected a Cubeyou and and Simmons’ Fast Food Psychographics and then selected an individual who has not bought at Wendy’s.
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.