Look-alike models are a common tool used by advertisers to generate targetable prospects. Generally, look-alike models use segments from smaller audiences to help build larger audiences, which in turn provides the advertiser with added audience reach. Most online advertising platforms like Google and Facebook allow advertisers to develop models using online behavior. For example on Facebook advertisers can model an audience that looks like their current fans. The modeling variables can include obvious traits like location, age, or gender or more esoteric criteria like other sites visited, Facebook friends or an affinity for a particular musical act. Often this model is developed by an ad agency or direct mail vendor (when direct mail is being used) to generate a list of targets on behalf of the customer. It’s becoming a common practice to see transparency with marketing agencies, allowing clients full disclosure of their methodology and lists of the individuals targeted by the campaign. The problem with models that rely only on online behavior is that they often provide an incomplete picture of the prospect.
Why are look-alike models important for IP targeting? At El Toro we often utilize look-alike models to help target more qualified prospects. Keep in mind that the best prospects are always current or past customers, but a comprehensive campaign will often include some conquest targets. Unlike audience/behavioral modeling available via Facebook or Google, our clients typically use offline data to add validity and accuracy. These models often include a large number of variables that can be statistically derived from their current customer base. Remember, the El Toro system does not contain data on demography or user behavior. When we assist clients with developing look-alike models, we work with 3rd party data experts that aggregate thousands of data points about the consumer into a complete picture of purchasing behavior. Additionally, many of our clients often have existing models or targeting lists and these lists can often be seamlessly integrated into our system for use with our online targeting technology. Remember, with IP targeting you can target individuals across the biggest platforms on the web including: Facebook, Google and Yahoo. If you’d like to get more information regarding how El Toro can use a look-alike model to supercharge your next online ad campaign, please contact us.
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