Audiense is an Audience Intelligence platform. It aims to help marketers and consumer researchers be innovative and develop relevant audience-centric strategies through the use of proprietary social consumer segmentation whilst providing insights on who they are and how to engage with them in the most meaningful way.
They offer users the choice of 2 products developed for very different needs Audiense Insights: Audience intelligence and segmentation and Audiense Connect (aka SocialBro): A Twitter marketing tool
Audiense Insights allows users to identify and understand any audience, no matter how specific or unique it is. Users can create highly personalised audience segments by combining a variety of filters when creating a report, such as user profiles, affinities, demographics and job roles. With Audiense Insights in hand, the vendor states users can make better marketing decisions, adapt targeting, improve relevancy and drive high-performance campaigns at scale.
Audiense Connect a Twitter Marketing Tool uses the rich audience insights to build and explore communities, identify audiences and engage directly on Twitter at scale via:
Differentiators
Audiense Insights segments audiences by the interconnections that exist among the people (“Who knows who”). Thanks to how those connections are created between consumers (“How they know each other”), Audiense can infer their shared interests and affinities.
Its social consumer segmentation provides a great data foundation to Persona development, understanding the audiences that matter to a business, or finding new audience pocket opportunities.
Combined with the affinity graph analysis, it gives users the ability to tap into the ever-evolving culture & trends; and helps bring personalisation and build more relevance in:
Influencer and Sponsorship selection
Content/creative development
PR & Comms strategy
Media planning in the cookie-less world (e.g. contextual advertising strategy)
Audiense can be used with other tools, given its data and insights are complementary, rather than overlapping.
The Challenge
Culture is always on the move, making it increasingly difficult for consumer segmentation to keep up. However, Audiense's social consumer segments are derived from the consumers behaviour “in the wild '', to make it more likely to reflect real affinities, and become a source of new input into the segmentation strategy.
As a result, the vendor states marketers can use Audiense to identify unique approaches to marketing to consumers that stem from rich and varied social data, in turn providing competitive differentiation.
So what’s the point?
Audiense's goal is to actively trying to solve 3 issues:
#1 Tackling traditional consumer research: it's time-consuming, static and expensive
#2 Incorporation of social data into organisational strategies: They are struggling, for instance, Social Listening is keyword-based and not audience-based
#3 Tactical brand strategy & personalisation: It comes at the expense of performance marketing
