4 Ways Marketing Agencies Can Use Consumer Behavior Data to Win Deals

Marketing & Advertising, Marketing Intelligence

November 22, 2024

Geolocation data is important for media agencies to build and reach the right audiences for their clients — but are agencies fully making the most of it? Beyond just serving location-based ads, real-time location insights allow agencies to truly understand their clients’ business and beat the competition.

Here are four ways media agencies can leverage geolocation data to win and retain more business by better understanding their clients’ customers and competition, targeting more effectively, and setting their clients apart from their competitors.

Gain A Deeper Understanding of Your Clients’ Customers

To deliver exceptional service and create impactful campaigns, media agencies must first gain a thorough understanding of their clients’ business and customers. With Azira’s advanced consumer behavior data set, media agencies can understand the behavior of clients’ customers by analyzing where they go, how long they stay, the routes they take to a location, where they travel to before and after the location, and what they do when they get there. In addition to location intelligence, agencies can discover key demographic insights about their client’s customers such as age, household income, gender, work location and even brand affinities to build a robust customer profile. By leveraging Azira’s insights, agencies can position themselves as forward-thinking partners and set themselves apart from the competition by integrating market research into their selling strategies.

Build Custom, Fully Addressable Audiences Based on Real-World Behavior

Using geolocation data paired with key demographic insights on what an audience is truly like, media agencies can create location-specific audiences for digital advertising and leverage diverse targeting options across multiple media channels. Because these audiences are fully addressable through Azira’s unified data set, agencies can seamlessly create lookalike or act-alike audiences, retarget previous visitors, find customers at competitor locations, or focus on specific stores or attractions. By combining both online and offline insights, agencies can engage in more personalized marketing campaigns, ensuring a client’s message is reaching the right people at exactly the right time.

Let’s look at an example of a client who wants to retarget West Coast horse racing enthusiasts for luxury boxes at the Belmont Stakes. Here’s where Azira comes into play; agencies can use consumer behavior insights to create a highly targeted audience most likely to engage with this offer, as seen below.

Example: Retarget West Coast Horse Race Enthusiasts for Luxury Boxes at the Belmont Stakes

By leveraging real-world behavior and demographic insights, media agencies can create hyper-targeted audiences that drive engagement and conversions for their clients.

Seamlessly Activate Campaigns Across Multiple Channels

Once the audience is built, Azira can run media campaigns across multiple channels, including CTV, mobile, desktop, and in-app ads. Azira’s digital advertising platform allows agencies to easily create, upload, and optimize their clients’ ads, supporting a wide range of rich media formats and ensuring that everything — from audience building to media buying — is handled within one unified platform, significantly simplifying the ad process.

For example, an agency using Azira to run hotel ads for a client used digital banners on mobile devices, tablets, and desktops to target people who had stayed at hotels in the past year, or who had visited competitor hotels. By running their audience segmentation and campaign activation through Azira, the agency successfully delivered:

million impressions
and 6,500 clicks

click-through-rate

0 %

visitors to the hotel within 90 days of seeing the ad

With Azira, agencies gain a full picture of the performance of their client’s ads and the return on ad spend a campaign has generated.

An example of an activated mobile display ad and in-app ad using Azira.

Maximize Campaign Impact with Footfall Measurement and Attribution

Finally, agencies can measure if their clients’ campaigns were truly effective with Azira’s online and offline attribution. Even in today’s digital world, 82% of consumers still make purchases in-store versus online or mobile. With Azira’s insights into purchase paths, agencies can link store visits to both online and offline media campaigns for their clients.

Azira uses a pixel to track when a customer views an ad on a mobile app, desktop, or through CTV. We can then see if that same device appears at a specific store location within a set timeframe. Data is collected from a campaign and is matched to the targeted Azira audience. By using location data, Azira’s solutions can determine whether a customer visited the store and then identify which media channels are driving the most traffic.

For example, we helped an agency drive visits to over 16 stores in the U.S. for their client’s new beverage launch using mobile app banner ads. By geotargeting 140+ zip codes around store locations and retargeting previous visitors, we helped the agency achieve:

million impressions

store visits

unique in-store visits within two weeks of the audiences seeing the mobile ads

Azira’s marketing intelligence solutions equip media agencies with a platform powered by a single unified data set – providing agencies with the insights they need to succeed. By creating custom, location-based audiences and activating them across multiple channels, Azira ensures your client’s campaigns deliver real-world results that drive success at every stage of the customer journey, helping agencies win, retain, and grow their business.