初级受众分析指南（英文版）.pdf

GUIDE The Beginner’s Guide to Audience Profiling Getting started with marketing that works 1 Table of Contents Introduction 4 What do we know about today’s consumers? 5 What does this tell us? What is Audience Profiling? 6 Defining audience profiling 7 Why does it matter? Marketing that Works 9 The four stages that matter 10 Questions your data should answer Stage 1 | Segmentation 13 Knowing your audience 15 Creating audience personas 16 Mapping the consumer journey Stage 2 | Messaging 22 Turning data into insight 23 Creating ideas that stick Stage 3 | Engagement 25 Why trends matter 26 Behavioral science 27 Getting personal Stage 4 | Measurement 30 Metrics that matter 31 Measuring campaign effectiveness 32 Tracking people not devices Conclusion 35 Questions to consider 36 About GlobalWebIndex 2 Introduction Consumer data is every marketers new best friend. The reason for this is simple: consumers will no longer accept blanket messaging. They expect more from brands; they want a personalized experience at every touchpoint that speaks to them and them alone. The demand for brands to tailor their marketing in this way has spurred the need for in-depth data that goes far beyond basic demographics, profiling consumers based on their perceptions, interests, at