Who’s Your Target Audience? Know Unequivocally via Audience Center 360

Ronald Reagan once said, “Trust, but verify.” Even if you are not a Reagan advocate you must admit, there is wisdom in these words. As Marketers, you have a great breadth of options as well as, data points to tell you who your target audience is. While you may have refined it to a single source of truth, do you know, unequivocally, and have you ever verified it? Savvy Marketers are doing so with Audience Center 360.

With online user behavior changing every second, device proliferation and the only constant (change), marketers are utilizing technology to validate and shift their target audience. If you are not familiar with it, Audience Center 360 (AC 360), is the audience and data management platform of Google’s DoubleClick marketing technology stack.

Through the use of AC 360, Marketers are finally able to have a consistent, holistic, and aggregated view of a customer. This is known as single customer view. The singular view is critical, as it yields unique discovery insights, and mitigates data redundancy and fragmentation. Marketers are able to see a unified data story without gaps and are uncovering insights that are changing the way they advertise. Some have discovered great value in adding or subtracting five years from their baseline age demo targeting. Others have uncovered new targeting proxies that are more effective at reaching their target audience. For instance, life event targeting (marriage, baby etc.) reaches a higher amount of their target audience more efficiently versus stand-alone contextually relevant websites.

Verifying your audience ensures you’re not missing opportunities to reach those who are most interested in your brand, service, or product. You will be able to capitalize on the varied segments of your target audience, because you understand the full spectrum of your target audience’s demo, age, desires, affinities, and behaviors.

In addition to verification there are other advantageous Audience Center 360 use cases:

  • Single Customer View: AC 360 joins all of your analytics, display, search, email, CRM, and social data.
  • Customer retention: Create current customer segments so that you can tailor your messaging or cross-sell.
  • Pinpoint overlap: Determine where your audience overlaps (age, affinity, behavior).
  • Understand ideal frequency: Learn which ad frequencies drive action amongst your target.

Take note, check in at the pre and post verification stages, and determine if the data surprises you. Have you uncovered new opportunities to expand your reach to a new, highly desirable target audience? Is your target audience just as you had previously identified it? Either way, it’s a win-win, as now you know, unequivocally.


Ready to take your ads to the next level?  
DELVE is your strategic partner for site-side analytics, campaign management, and advanced marketing science. As experts in the Google Analytics 360 Suite, DoubleClick Digital Marketing Solutions, and Google Cloud Platform, DELVE drives client growth through a data-driven mindset that converts digital inefficiency into hard ROI.
SEE EXAMPLES of our experience and reviews from our clients.
Contact us to learn more about how we help our clients get advertising right
DELVE Experts
delve.experts@delvepartners.com


Who’s Your Target Audience? Know Unequivocally via Audience Center 360

Ronald Reagan once said, “Trust, but verify.” Even if you are not a Reagan advocate…

Who’s Your Target Audience? Know Unequivocally via Audience Center 360

Ronald Reagan once said, “Trust, but verify.” Even if you are not a Reagan advocate you must admit, there is wisdom in these words. As Marketers, you have a great breadth of options as well as, data points to tell you who your target audience is. While you may have refined it to a single source of truth, do you know, unequivocally, and have you ever verified it? Savvy Marketers are doing so with Audience Center 360.

With online user behavior changing every second, device proliferation and the only constant (change), marketers are utilizing technology to validate and shift their target audience. If you are not familiar with it, Audience Center 360 (AC 360), is the audience and data management platform of Google’s DoubleClick marketing technology stack.

Through the use of AC 360, Marketers are finally able to have a consistent, holistic, and aggregated view of a customer. This is known as single customer view. The singular view is critical, as it yields unique discovery insights, and mitigates data redundancy and fragmentation. Marketers are able to see a unified data story without gaps and are uncovering insights that are changing the way they advertise. Some have discovered great value in adding or subtracting five years from their baseline age demo targeting. Others have uncovered new targeting proxies that are more effective at reaching their target audience. For instance, life event targeting (marriage, baby etc.) reaches a higher amount of their target audience more efficiently versus stand-alone contextually relevant websites.

Verifying your audience ensures you’re not missing opportunities to reach those who are most interested in your brand, service, or product. You will be able to capitalize on the varied segments of your target audience, because you understand the full spectrum of your target audience’s demo, age, desires, affinities, and behaviors.

In addition to verification there are other advantageous Audience Center 360 use cases:

  • Single Customer View: AC 360 joins all of your analytics, display, search, email, CRM, and social data.
  • Customer retention: Create current customer segments so that you can tailor your messaging or cross-sell.
  • Pinpoint overlap: Determine where your audience overlaps (age, affinity, behavior).
  • Understand ideal frequency: Learn which ad frequencies drive action amongst your target.

Take note, check in at the pre and post verification stages, and determine if the data surprises you. Have you uncovered new opportunities to expand your reach to a new, highly desirable target audience? Is your target audience just as you had previously identified it? Either way, it’s a win-win, as now you know, unequivocally.


Ready to take your ads to the next level?  
DELVE is your strategic partner for site-side analytics, campaign management, and advanced marketing science. As experts in the Google Analytics 360 Suite, DoubleClick Digital Marketing Solutions, and Google Cloud Platform, DELVE drives client growth through a data-driven mindset that converts digital inefficiency into hard ROI.
SEE EXAMPLES of our experience and reviews from our clients.
Contact us to learn more about how we help our clients get advertising right

Related Posts

Five Ways Agile Strategy Supports Marketing Efficiency

Adaptability is a double-edged sword for many marketers. We thrive on strategic planning, executing, and…

Remaining Accountable To Our Community: What We’re Doing In Response To COVID-19

During unprecedented times, we want to remain transparent and candid with our audience about how…

Three Ways to Guide Your Marketing Team Through The COVID-19 Crisis

As marketers, we are planners. Although we know the best-laid plans often go awry, it’s…

Increase Paid Search Conversions: Bid Strategies In Google Ads

Google Ads (formally called Google Adwords) is one of the most widely used search engine…