In today’s data-driven world, effective audience targeting is essential for successful marketing campaigns. To help marketers achieve this, we’re introducing GeoPersona–our audience segmentation product built on real-world mobility patterns–on our new Echo Platform. If you’re a marketer, don’t go anywhere. Our platform will allow you to take your audience segmentation capabilities to the next level.

Let’s explore what makes Echo Platform so powerful:

Custom affinity index selection

Based on your exact campaign requirements, you can create a tailored target audience by adjusting the Affinity Index range.

For example:

Campaign 1: A protein bar campaign wants to target people with a high affinity for gyms and fitness in California.

With GeoPersona, you can target postal codes with a high affinity for the ‘Gym Goers’ category by setting the Affinity Index filter to > 2, for instance, as shown below:

Campaign 2: A social campaign to promote health and fitness, where you want the target audience to have a low affinity for gyms and fitness in California.

You can target postal codes with a low affinity for the ‘Gym Goers’ category by setting the Affinity Index filter to < 0.5, for instance, as shown below:

Interactive data visualization on the map

‍The Echo Platform introduces an intuitively interactive way of visualizing data. You can now see your custom audience segments mapped geographically, enabling you to understand where your target audience resides. This helps you finetune your strategy by providing visual insights at the local level.

Enriched with postal code-level sociodemographics

Our data is enriched with postal code-level sociodemographic and purchasing power information. You can filter and overlay metrics such as population, household count, age distribution, gender distribution, purchasing power per individual, and purchasing power per household onto the Affinity Index data to further refine your custom audiences.

Seamless activation via DSP

Once your segment is built and visualized, it can be instantly sent directly to your demand-side platform (DSP), making the activation process quick and easy.

Try GeoPersona on Echo Platform now

If you are a media agency or an advertiser that wants to supercharge their audience segmentation capabilities – with the power of customization and visualization built in – try GeoPersona on the Echo Platform now by clicking here.