Audiences in Analytics 360<\/strong>define and these can be used for personalization in Optimize 360.<\/p>\nShort introduction – What is a target group?<\/h3>\n A target group is defined as a group of people that a company wants to reach with its marketing measures.
Target group 1 – premium customers<\/h2>\n Customers who have already carried out a transaction more than 3 times should receive a special offer the next time they visit the website.<\/p>\n
To use a target group, you must set it up in Analyticssegment<\/strong>create.<\/p>\nDanger!<\/strong>Name the segment clearly (“Premium Customers, Transactions > 3”) so that you can clearly identify it later and then save it. You should also proceed in this way with the following target groups.<\/p>\n
Example of personalization<\/h3>\n Customers are often lured with offers for new customersRegular customers neglected<\/strong>. If you also show these customers that you value them, you won’t just reach onecloser customer loyalty<\/strong>, but often alsoRecommendations<\/strong>of these customers to potential new customers.<\/p>\nThe customer receives personalized attention that ensures renewed customer loyalty.<\/figcaption><\/figure>\nTarget group 2 – Download a white paper<\/h2>\n A user downloaded a white paper. In order to offer him the best possible service, we then show him a subsequent service and\/or information.<\/p>\nIt must be noted here: If you want to use “download” as a condition for this segment, it must also be recorded as an event beforehand.<\/figcaption><\/figure>\nIt must be noted here: If you go for thissegment<\/strong>If you want to use “download” as a condition, you must do so beforehandrecorded as an event<\/strong>be.<\/p>\nExample of onsite personalization<\/h3>\n If a user has already downloaded a specific white paper, you have onereceive important information<\/strong>.what the user is interested in<\/strong>and can engage him with more information on this topic or similar topics. Services that you offer in this subject area could also be of interest to this user and should therefore not be missed.<\/p>\n
By downloading the white paper, the user falls into the desired target group. In Optimize 360, this determines that this user will no longer see the white paper displayed.<\/p>\n
Instead of the white paper, the user now receives advertisements that are related to the topic and might therefore interest him.<\/p>\n
Example of a Google Ads campaign<\/h3>\n However, with our target groups you can not only create display remarketing campaigns, but also use them for Google Ads remarketing campaigns.<\/p>\n
After the download, the user will receive a suitable Adwords ad on this topic the next time they search in Google Search (White paper: Testing Tools → Ad: A\/B testing).
Target group 3 – shopping cart abandoners<\/h2>\n We want these usersRemarketing<\/strong>with the products that you already had in your shopping cartPurchase but not completed<\/strong>have.<\/p>\n
Example of remarketing with display advertising<\/h3>\n The user had these two products in his shopping cart and then left the page.<\/p>\n
The product “Tent Set” that the user had in their shopping cart will now appear as a banner the next time they visit a website.<\/p>\n
Of course, the product does not have to appear as an offer. You can do thatAwareness<\/strong>also with other methods, such as Ex.Shortage<\/strong>(“Back up now..”).<\/p>\nConcrete example: buying a smartphone<\/h2>\n We want to reach users who have put a smartphone in their shopping cart but have not purchased it.<\/p>\n
Example of personalization<\/h3>\n If a user already had a smartphone in their shopping cart, that’s itInterest is already very high<\/strong>. By giving the user this smartphone backbring to mind<\/strong>and thatIncrease purchase desire even more<\/strong>, you increase the possibility of a purchase many times over.<\/p>\n
The smartphone that the user had in the shopping cart appears as a highlight on the homepage the next time they visit.<\/p>\n
Integrate Analytics 360 audiences with Optimize 360<\/h2>\n As mentioned, this feature is only available on Optimize 360. In the free version, the option is only displayed grayed out:<\/p>\n
With Optimize 360, this function is available when you click on“Rule”<\/strong>available. You specify these when configuring“alignment”<\/strong>firmly.<\/p>\n
UnderAnalytics Audiences<\/strong>then create your desired target group.<\/p>\n
Conclusion<\/h3>\n Through thatUsing audiences for personalization<\/strong>You can greatly benefit your conversion rate as well as the campaigns for display remarketing and Google Ads remarketingachieve a lot<\/strong>.personalization<\/strong>is a measure that will not only be important in the future, but nowimmensely important<\/strong>is. Pioneers like Amazon are already perfecting this process down to the last detail. But of course it is also possible to start small – the most important thing is: START!<\/p>\nIf you are not perfecting yet, but justget into this topic area<\/strong>or are already there but onereach new level<\/strong>If you want, we are happy to answer your inquiries.
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