A CredSpark Deep Dive
The CredSpark Beginner’s
Guide to Audience Data
Chapter Four:
Audience Data Success: 5 Examples
Strategies & Lessons from 5 Top Innovators
Innovative organizations are making audience data a central part of their growth strategies. Here are 5 examples of companies that are succeeding through engagement-driven audience data.
AdWeek took advantage of interactive content to actively engage their audience in a manner that seamlessly generated highly qualified leads for their sponsor. By leveraging CredSpark’s interactive content tools, they developed an innovative lead generation program that generated interest and lead qualification data. Through the data they collected, AdWeek was able to discern audience attention, overall knowledge, and interests, while surfacing key insights on their purchase intent.
The effort generated a 24% click-through rate, 95 seconds of time on site, and a 54% lead capture rate. Not only did AdWeek capture great audience data, but they also created a valuable new engagement vehicle for sponsors and advertisers. The takeaway: interactive content drives new advertising revenue streams while generating highly qualified leads for sponsors.
BNP Media has been collecting audience data for some time now, but found that their audience profiles were missing key demographic fields. To address this problem, They leveraged CredSpark’s integration with Omeda’s audience data platform to identify website visitors that were missing key demographic information and serve them an interaction that captured that data.
As a result, their audience profiles were augmented with very little friction, and the data was put to use for future audience communications, targeting, and more. In the process they engaged over 15,000+ people, and collected more than 100,000 data points.
The Princeton Review (TPR), a test preparation provider, used interactive content to assess students’ knowledge of college admissions. Not only did they provide more value for their audience by shinging light on a difficult process, TPR also generated reams of data and useful editorial insights, while qualifying potential sales leads in the process.
The Princeton Review captured the attention of 15,000+ people, and collect more 125,000 data points. The zero-party data they collected ultimately was the deciding factor when choosing how to categorize their audience which ultimately led to a better user experience and additional subsequent enrollments.
Sienna Naturals boosted a product re-launch with red carpet glamor and leveraged new co-owner Issa Rae’s star power to engage their audience. By taking advantage of CredSpark’s display logic engine, Sienna Naturals was able to engage their audience in a humorous way, while learning more about their customer’s product and style preferences.
The audience data generated from this engaging interaction powered specific Sienna Naturals product recommendations for each individual participant. It’s a powerful way to showcase how a brand specifically meets and understands the needs of each audience member on a personal level.
The campaign had 58% lead capture rate and a 30% email opt in rate.
PMMI leveraged CredSpark’s personalization features to help event attendees narrow down the sessions and vendors that were most aligned to their interests and needs. In the process, event organizers learned what is most important and valued by their event attendees, providing valuable insights and intelligence for future event planning.
Rather than swamping their audience with every single event session, PMMI was able to leverage the audience data from that interactive content experience to display individual sessions, speakers, exhibitors, and sponsors that best aligned with each prospective attendee’s goals, interests, and needs.
PMMI was able to connect high-potential prospects with relevant exhibitors and sponsors, showcase the value of the event to prospective attendees, achieve a 64% lead capture rate, and gain important intel to better inform future events.
Bringing It All Together
Combining and analyzing data from interactions, website analytics, and customer feedback & reviews will give you a rich, diverse, and holistic picture of your content and audience strategy. The insights they produce will better inform the decisions you make on content creation, product strategy, user experience, marketing, and much more.
Explore other chapters in CredSpark’s Beginner’s Guide to Audience Data.
