In our last few blog posts, we’ve talked about customer segmentation and different ways to segment your target audience into smaller chunks like demographic and psychographic segmentation to connect with the right people. Customer segmentation enables marketers to focus their marketing efforts on their target customers, improving their marketing targeting strategy.
But what if there was a subset of users that had an even bigger impact when targeted? Enter Super Users – the strategic players who can give your ROI numbers a major boost! It may take some trial-and-error testing to pinpoint these super segments accurately, but knowing how these key individuals interact is essential for any successful marketing targeting strategy.
What is a Super User?
As technology progresses and media consumption grows, a unique group is rising to the top.
Activate Consulting’s Technology & Media Outlook 2023 found that Super Users are powering the digital world, with a strong presence across all major media and technology verticals. This select crowd is made up of young, educated individuals who lead affluent lifestyles – spending more time and money than any other user group!
Why should you add Super Users to your marketing targeting strategy?
Super Users are a highly influential audience with the potential to drive major business growth. They stand out from other users in their commitment and dedication across four key areas:
- Time spent with media
- Spend
- Technology and media adoption
- Emerging eCommerce behaviors
“Over the next years, the imperative for technology and media companies will be to identify, reach, and super-serve Super Users – the single group of power users whose time and spend far surpass those of other users.”
Activate consulting’s technology & media outlook 2023
You can use Super Users as a subset of your marketing targeting strategy. While you may need to reach beyond Super Users to achieve your goals, it’s worthwhile to consider:
- Targeting them separately
- Spending more on media
- Reaching them at a higher frequency
Time spent with media
Super Users make a powerful impact, despite comprising only 22% of the U.S. population. They are incredibly influential in terms of media consumption and engagement – spending more than double the amount of time interacting with content compared to other users.
Inclined to multitask
Super Users take multitasking to the next level. Not only do they spend more time with electronics, but they excel in the art of juggling multiple activities. While watching videos and playing video games on one device, Super Users might also be busy engaging with social media on another. This makes them an unstoppable force when it comes to getting the most out of their digital experiences!
High share of dollar spend
Super Users are big spenders when it comes to media, particularly in gaming and music. Compared with all other users, Super Users’ average video spend is close to triple the amount ($76 vs $27). However, their biggest increases come from gaming and music; they’re collectively spending 12x more on games and shelling out 21x as much for tunes!
With 60% of eCommerce spend coming from Super Users, they are driving the industry forward with their enthusiasm and willingness to test out cutting-edge shopping trends like buying through social media, live streaming purchases, and trying on products virtually. Super Users are setting the tone for this dynamic industry.
Technology and media adoption
Most Super Users are brand advocates. They’re trendsetting individuals who stay ahead of the curve on media and technology. They eagerly take advantage of new products, services, and data-sharing opportunities to receive tailored ads that fit their lifestyle.
Crypto & NFTs
Super Users blaze the trail for cryptocurrency and non-fungible tokens (NFTs)! This group is five times more likely to explore, engage with, and embrace new digital-monetary technologies.
Pioneers of the Metaverse
As Metaverse usage continues to rise, Super Users are leading the way. Over 80% of these trailblazers have embraced these digital spaces within just the last year. We’re seeing accelerated interest from them as they seek out new opportunities for creativity, connections, and transactions within their favorite Metaverses. Many express interest in Metaverse experiences such as purchasing physical items to creating virtual havens. In fact, they’re 5x more interested in all things meta-related!
How Experian can help you identify and target Super Users
So how can you find your Super Users and include them in your marketing targeting strategy? Whether you want to build or acquire highly addressable audiences, we can help you precisely reach the right individuals and households in any channel you desire with Consumer View.
Consumer View
It all starts with data. Delivering the right message in the right place at the right time means truly knowing your prospects and customers as individuals – their lifestyles, behaviors, and shopping preferences. Consumer View data can provide a deeper understanding of your customers.
Consumer View is the world’s largest consumer database that contains over 3,900 attributes for 250 million adult consumers in the U.S. with coverage of 126 million (98%) of U.S. households. Consumer View can help you find out:
- What do your customers look like?
- What do your customers do?
- How and when should you reach your customers?
- What motivates your customers?
Modeled and syndicated audiences
We have over 2,500 pre-built audiences that are privacy-safe and built using advanced data science and the most comprehensive consumer data available. These digital audiences are readily available via major publishers, data management platforms (DMPs), advanced TV operators, and demand-side platforms (DSPs).
Our pre-built audiences can be used consistently across multiple distribution partners – making sure you can quickly find the right audience for the right campaign without having to build your own consumer personas. In addition to being available as digital audiences, our segmentation products are also available to use across all consumer touchpoints to enable consistent omnichannel campaign targeting.
There are infinite data combinations and selections we can help you with for optimal audience targeting. Using our comprehensive inventory of data, we can find even the most unusual of audiences to help you connect with new prospects. From demographics to behavioral and psychographic information, we draw on a massive base of knowledge accumulated during five decades in business.
Mosaic® USA
Experian’s Mosaic® USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 unique types and 19 overarching groups, providing a 360-degree view of consumers’ choices, preferences, and habits. Using Mosaic lifestyle segmentation, you can anticipate the behavior, attitudes, and preferences of your best customers and reach them in the most effective traditional and digital channels with the right message in the right place at the right time.
Tailored Segmentation uses a sophisticated data-driven clustering system that leverages the 71 Mosaic types that match to first-party data like yours. Tailored Segmentation allows you to regroup Mosaic types based on the attributes you weigh as more impactful to your business. Have you designed your own segments in-house? You can apply Tailored Segmentation to those segments for deeper insights through a tailored analysis. Are you still looking for a way to segment your market even though you understand your typical best customer? Tailored Segmentation can weigh these attributes and develop a custom clustering and analysis of your market.
We can help you find your Super Users
Super Users are an important segment of any market. Marketers need to be able to identify them quickly and act upon their insights. Our marketing solutions provide the necessary data and analytical capabilities to easily find and target your potential Super Users for an effective marketing targeting strategy.
With Experian, you can deliver messages that are more in line with what matters to this influential group of customers. We understand how challenging it can be to find these customers and ensure they get the tailored, personalized messaging they deserve – so let us help you do just that! We can provide deep insights beyond the generic customer persona that allows marketers to look into the effectiveness of their marketing strategies from multiple angles. We want to help you gain an edge over your competitors by helping you identify, target, and engage Super Users for increased revenue growth. Ready to find your Super Users?
Sources
Activate Technology & Media Outlook 2023. Activate Consulting.
Latest posts
With over one billion shoppers eagerly preparing to shop for gifts, decorations, and seasonal essentials, now is the perfect time to refine your marketing tactics and connect with these shoppers. With holiday retail sales set to reach $1.37 trillion, it’s time to unwrap holiday spending insights to ensure that your holiday advertising campaigns light up the festive season. The holiday shopping frenzy offers marketers and retailers a chance to capture attention, drive sales, and build lasting customer relationships. In this blog post, we’ll reveal holiday shopping audiences, including 19 new audiences, designed for you to reach the most relevant shoppers for your campaigns. These audiences are available for activation on-the-shelf of most major ad platforms, including TV and programmatic. You can find the complete audience segment name in the appendix. 2024 Holiday spending trends and insights report Download our latest report for data-driven insights you can use to refine your messaging and reach the right audience in their preferred channels this holiday season. Download now Holiday shopping styles It's important to understand how your holiday shopper “shops,” with individual shopping styles varying from a last-minute dash to the store to the one-stop shopper. One in three consumers anticipate beginning their holiday shopping before October this year, with Millennials and Gen Xers being the most proactive, due to concerns about items running out of stock. In contrast, 42% of Boomers are generally less inclined to shop early, wanting to start their holiday shopping in November or December. All generations are motivated to shop early by discounts.1 By choosing and activating the right audience segments, you can deliver messages that resonate with the consumer's preferred shopping style, ensuring your holiday campaign will align with their shopping preferences and behaviors. Here are five audiences that you can activate based on shopping style: Last-Minute Holiday Shoppers One Stop Holiday Shoppers/Power Shoppers: In-Store or Online Impulse Buyers eCommerce Diehards Brick & Mortar Diehards Discount-seeking shoppers The holiday season is a time of giving, but also saving! Consumers are driven to shop early by discounts and early sales — 52% of consumers said discounts are their biggest motivator to shop early. Price is another crucial factor — 47% of consumers said price is the most important factor when deciding where to shop during the holiday season. Major holiday shopping events, such as Thanksgiving Day, Black Friday, and Cyber Monday, are expected to attract a significant portion of consumers this upcoming year.2 Here are eight audiences you can activate to reach discount-seeking shoppers: NEW! Discount Holiday Shoppers NEW! Cyber Monday Holiday Shoppers NEW! Black Friday Holiday Shoppers NEW! Big Box/Club Stores Holiday Shoppers NEW! Online Coupon Users TrueTouch: Online Coupon Site Department Store Deal Shoppers: In-Store or Online Post Holiday Shoppers Gift givers Holiday shoppers are torn between saving and splurging. Nearly a third of consumers anticipate spending more on holiday shopping this year, while the same number of consumers say they’ll be spending less. Boomers anticipate spending the most on gift cards, Gen Z on clothing, and Millennials on toys, electronics, and experiences.3 Given holiday shoppers' varied spending habits, it's important to target the right audience segments to maximize your impact. Targeting specific audience segments allows advertisers to better reach those most interested in their products. Here are six audiences you can activate to target gift givers: NEW! Luxury Gift Shoppers NEW! Holiday Shopping High Spenders NEW! Holiday Shopping Moderate Spenders NEW! Holiday Charitable Donations High Spend Gift Shoppers Heavy Buyer/Spenders Holiday Shoppers: In-Store or Online Holiday travelers In 2023, nearly three million travelers passed through airports on the Sunday after Thanksgiving alone. Take advantage of the busy travel season with our audience segments. By targeting specific travel preferences and behaviors, you can capture the attention of individuals planning trips this holiday season. Here are seven audiences to tailor your campaign according to travel preferences: NEW! Holiday International Travelers NEW! Holiday Travel-Train NEW! Holiday Budget Savvy Airline Travelers Vacation/Leisure Travelers: Domestic Trips Air Travel (FLA/Fair Lending Friendly)4 Vacation/Leisure Travelers: Frequent Spenders Hotels: Frequent Spend When you work with Experian, you work with a single data provider that gives you access to audiences across multiple verticals and categories, such as travel and retail. Targeted advertising this holiday season with Experian audiences The holiday season is the busiest time of the year for advertisers. Experian's data, ranked #1 in accuracy by Truthset, allows advertisers to reach people based on demographic, geographic, and behavioral attributes (e.g. websites visited and purchase history). By using Experian’s audiences in your holiday advertising campaigns, you can reach last-minute shoppers, discount-seeking shoppers, gift-givers, and holiday travelers. Just as shoppers seek the perfect gifts, with the right strategy, your holiday advertising campaigns can capture the right shoppers this holiday season. Can’t find the audience you’re looking for or need a custom audience? Connect with our audience team for more information. Connect with our audience team You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Explore our other seasonal audiences that you can activate today. View now Footnotes Online survey conducted in June, 2024 among n=1,000 U.S. adults 18+. Sample balanced to look like the general population on key demographics (age, gender, household income, ethnicity, and region). n = 204 Gen Z, n = 234 Millennials, n = 270 Gen X, n = 272 Baby Boomers. Online survey. Online survey. “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws. Appendix Here are the complete audience segment names (taxonomy paths) for all audience segments discussed in this blog post. Holiday shopping styles Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Last-Minute Holiday Shoppers Retail Shoppers: Purchased Based > Seasonal > Holiday Shoppers: One Stop Holiday Shoppers/Power Shoppers: In-Store Retail Shoppers: Purchased Based > Seasonal > Holiday Shoppers: One Stop Holiday Shoppers/Power Shoppers: Online TrueTouch: Communication Preferences > Purchase Behavior > Impulse buyers Retail Shoppers: Purchase behavior > Shopping Behavior > In-Store vs. Online: eCommerce Diehards Retail Shoppers: Purchase behavior > Shopping Behavior > In-Store vs. Online: Brick & Mortar Diehards Discount-seeking shoppers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Cyber Monday NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Black Friday NEW! Retail Shopper: Purchase Based > Seasonal > Holiday Shoppers: Big Box/Club Stores Shoppers NEW! Retail Shoppers: Purchase Based >> Discount Holiday Shoppers NEW! Retail Shoppers: Purchased Based > Shopping Behavior > Online Coupon Users TrueTouch: Communication Preferences> Purchase Behavior > Online Coupon Site Retail Shoppers: Purchased Based > Shopping Behavior > Department Store Deal Shoppers Online Spenders Retail Shoppers: Purchased Based > Shopping Behavior > Department Store Deal Shoppers In-Store Spenders Retail Shoppers: Purchased Based > Seasonal > Holiday Shoppers: Post holiday Gift givers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Luxury Gift Shoppers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: High Spenders NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Moderate Spenders NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Charitable Donations Retail Shoppers: Purchase Based > Shopping Behavior > Gift Shoppers High Spend Spenders Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Heavy Buyer/Spenders: Online Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Heavy Buyer/Spenders: In Store Holiday travelers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday International Travelers NEW! Retail Shoppers: Purchase Based > Seasonal> Holiday Travel-Train NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Budget Savvy Airline Travelers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Domestic Trips Lifestyle and Interests (Affinity) > Travelers > Air Travel (FLA/Fair Lending Friendly) Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Frequent Spenders Retail Shoppers: Purchase Based > Travel > Hotels: Frequent Spend Latest posts
In our Ask the Expert Series, we interview leaders from our partner organizations who are helping to lead their brands to new heights in ad tech. Today’s interview is with Jordan Feivelson, VP, Digital Audiences at Webbula. Jordan is a 22-year advertising industry veteran who has worked for media properties such as WebMD and Disney. Over the past ten years, he has transitioned to the data and programmatic space, including growing the data business for Kantar Shopcom and Adstra. What types of advertisers might benefit from utilizing Webbula audiences across various verticals? Can you provide examples of how different industries successfully leverage your data to achieve specific campaign goals? Most advertisers can leverage Webbula’s award-winning attributes for their activation initiatives. Webbula offers approximately 3,000 syndicated segments covering categories such as Demographics, Automotive, Political, Mortgage, B2B, Hobby/Interest/Lifestyle, and Interests & Brand Preferences (brand name targeting). Audience insights and marketing strategies What specific types of audience segments does Webbula provide? How can advertisers leverage these segments to craft more effective, personalized marketing strategies? Webbula has incredible depth and breadth within its verticals, giving marketers the tools to deliver targeted messaging effectively. Our Demographic, B2B, Mortgage, Automotive, and Interest and Brand Preferences segments each contain 500-1,000 segments, all built on deterministic, self-reported, and individually linked data. We ensure the best accuracy with multiple deterministic data points tied to the real world (ex., first name, last name, postal address, and email address). Some examples of our unique syndicated audience types: B2B: A view of the latest industry trends with detailed cuts of the professional world, such as companies with and not within the Fortune 500 companies and job positions that are directors and below. This also includes custom capabilities, including ABM (list of target companies in an activation campaign or by industry code (ex. NAICS, SIC). Interest and Brand Preferences: Consumers who have shown interest and affinity to hundreds of brands (ex., Nike), genres (ex., comedy, hip hop), sports teams, and more. Mortgage: A detailed view of homebuyers’ purchase range, loan type (ex. jumbo loan, standard loan), mortgage amount, interest rate, and more. With Webbula’s audience data, brands can create a comprehensive picture of their audiences down to the individual level and reach them accurately. Data quality, sourcing, and differentiation How is consumer data sourced and curated at Webbula? Are there data quality standards that Webbula establishes for consumer data, and how do you ensure your sources and methods meet these standards consistently? Webbula’s data is aggregated from over 110 trusted and authenticated sources, including publishers, data partners, social media, and more. The data collected comes directly from consumers who self-report information through surveys and other methods. We apply our hygiene filters to mitigate fraud and accurately score the data. Data Collection: The data collected comes directly from consumers who self-report information through surveys, questionnaires, transactions, and sign-ups. This ensures that brands display ads to audiences based on self-identified, cross-channel behaviors, not modeled assumptions. Hygiene Solutions: Webbula applies multi-method hygiene solutions to mitigate fraud and accurately score the data before onboarding, ensuring that all data meets the highest quality standards. Examples of Data Sources: Questionnaires: Self-reported data through surveys, offer submissions, and telemarketing. Transactions: Deterministic data from aftermarket parts, online purchases or services, and more. Sign-ups: Individually linked data from information entered through sweepstakes, infomercials, newsletters, and forms. What differentiates Webbula's data from other data providers in the market? Can you explain the unique value proposition that Webbula offers in terms of data depth and breadth? Due to our extensive experience in data cleansing, we provide the most accurate data within the programmatic ecosystem. TruthSet, the leading programmatic accuracy measurement company, has ranked Webbula as having the highest number of top attributes compared to other data providers with 150M+ HEMs. Additionally, Publicis Groupe and Neutronian further validate Webbula's data quality, underscoring its position as a leader in the industry. Webbula's data stands out in the market due to its unmatched accuracy and quality, achieved through years of expertise in data cleansing. Unlike other providers, Webbula’s foundation lies in its robust email hygiene process, ensuring that all data entering the programmatic ecosystem is thoroughly cleansed. Privacy, compliance, and future-proofing What measures does Webbula take to maintain data privacy and compliance? How do these efforts benefit advertisers in an evolving regulatory landscape and ensure ethical standards? Webbula was created over a decade ago with a future-proof, privacy-compliant foundation. We understand the industry’s rapid changes, including government and state legislation and cookie depreciation. Our goal has always been to build long-term partnerships and ensure we are prepared for industry changes. We rely on validated offline data sources, making us resilient to external influences. Success stories Can you share success stories where advertisers saw significant campaign improvements using Webbula’s data? What were the key factors that contributed to these successes? Our success is measured by client feedback and increased client spend. Webbula has helped several key advertisers achieve six-figure monthly thresholds by providing the most accurate data to meet campaign KPIs. Clients consistently return to use our data, validating our belief that “the proof is in the pudding.” Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Webbula, reach out for a personalized consultation. Contact us Latest posts
This holiday shopping season, marketers will look to take advantage of the surge in spending across channels like connected TV (CTV), programmatic, and mobile. Despite challenges such as privacy regulations and Google's new cookie deprecation plan, this moment presents a unique opportunity for marketers to reshape their traditional approaches to consumer engagement and capitalize on these changes. As we approach the holiday season, understanding how consumers spend, where they shop, and how their shopping habits are changing are key components to consider when crafting your holiday advertising campaigns. Our 2024 Holiday spending trends and insights report utilizes our expertise in data and insights to highlight emerging consumer behaviors and spending patterns. In our report, we share what these trends mean for marketers and how Experian can help, so you can refine your messaging and target the right audience through the best channels. In this blog post, we cover three insights from our report. Watch our video for a recap below. 1. Consumers are shopping evenly throughout the holiday season 35% of holiday shopping was done in December, peaking at 9% of total holiday sales the week before Christmas. Cyber Week, the five-day period between Thanksgiving and Cyber Monday, and the week before Christmas brought the highest weekly sales for the past two holiday seasons. What this means for marketers Prepare for an extended promotional period. Schedule your marketing campaigns and sales initiatives to maximize impact during the extended season, focusing on the peaks of Cyber Week and the week before Christmas. How Experian can help you target these shoppers Experian's data, ranked #1 in accuracy by Truthset, offers advertisers the ability to reach people based on demographic, geographic, and behavioral attributes (e.g. websites visited and purchase history). Our audiences are available on-the-shelf of most major platforms, making it easy for you to activate and target holiday shoppers. We recently released 19 new holiday-focused audience segments. Here are a few you can activate: Black Friday Shoppers Cyber Monday Shoppers Big Box/Club Store Shoppers Luxury Gift Shoppers Discount Holiday Shoppers Holiday Airline Travel 2. Online shopping is leveling out Online holiday spending continues to remain around a third of all holiday shopping spending. We are starting to see online shopping slow and level out – people are going back in-store. The high amount of online shopping we saw during the pandemic is starting to return to pre-pandemic behaviors. Consumers are spending more in-store at department and discount stores but are shopping online for office/electronics/games, mass retailers, and apparel. 84% of holiday shopping was done in-store for discount stores. 79% of holiday shopping was done in-store for department stores. 64% of holiday shopping was done online for office, electronics, and games stores. What this means for marketers Digital and physical experiences work together. Retailers should have a multi-channel plan to reach consumers, tailoring their approach to their target audience and product and creating engaging in-store experiences to drive visitors. How Experian can help you target and measure across channels We connect online and offline data to enable precise targeting and measurement of marketing efforts across multiple channels. Read our case study with Cuebiq to learn how they used our Activity Feed solution to deliver in-store lift analyses to their clients. 3. CTV is the top channel to reach consumers Over two-thirds of the U.S. population now use CTV, and the average time spent among adults is expected to surpass two hours per day in 2024. CTV offers a creative ad experience similar to its linear counterpart but provides more sophisticated targeting and analytics capabilities. What this means for marketers As CTV viewing continues to dominate, the importance of cross-device targeting and measurement increases. How Experian can help you reach shoppers across devices Later this year, we’ll add support for IPv6 in our Digital Graph as well as phone-based UID2s. This is in addition to our current coverage of IPv4 and email-based UID2s. As a result, all IP signals and UID2s will be resolved back to Experian’s household and individual profiles and their associated devices, which means marketers and platforms can better understand the full customer journey and reach people across their devices. Download our 2024 Holiday spending trends and insights report This holiday season is about more than just transactions – it’s about cultivating meaningful connections with your audience. Download our 2024 Holiday spending trends and insights report to access all of our predictions for this year's holiday season. Download now When you work with Experian for your holiday shopping campaigns, you're getting: Accurate consumer insights: Better understand your customers' behavioral and demographic attributes with our #1 ranked data covering the full U.S. population. Signal-agnostic identity solutions: Our deep understanding of people in the offline and digital worlds provides you a persistent linkage of personally identifiable information (PII) data and digital IDs, ensuring you accurate cross-device targeting, addressability and measurement. Secure connectivity: Bring data and identity to life in a way that meets your needs by securely sharing data between partners, utilizing the integrations we have across the ecosystem, and using our marketing data in flexible ways. Make the most of this holiday shopping season with Experian. Contact us today to get started. Contact us Latest posts