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
It’s almost that time of the year again, the time to put away fourth of July merchandise and replace it with this year's favorite superhero backpacks. It’s almost back-to-school season, and parents and kids from kindergarten to college are preparing for school's "new normal." To navigate the challenge of 2021, Experian’s Marketing Analytics team is sharing Back-to-School shopping season insights with you. Download the eBook to learn more. Our outlook about this year's Back-to-School shopping season can help you better plan and improve your marketing effectiveness. The report covers who's actively shopping for school supplies, whether they're shopping in-person or online, and what they're buying this year. Here's a summary of what you'll learn in the report: Who (specifically) is shopping for back-to-school supplies this year? More than half of online searches related to Back-to-School were made by a small set of consumer segments. We’ve identified 4 Mosaic® groups as being in-market for back-to-school merchandise. To find these types of consumers, we used online behavioral data and filtered for households with school-age children between 5 and 15 years old. Each group, such as Flourishing Families, share similar shopping behaviors and needs. While each group of consumers has a need for Back-to-School merchandise, they have different circumstances that require more personalized marketing. Let's break down each Mosaic® group to better understand their size and key features so that you can build more personalized messaging. Contact us for segments and insights specific to your brand. Power Elite As you can see in our Mosaic® product brochure, Power Elite is categorized as Group A. This is the largest group analyzed in the report, accounting for 4.5 million U.S. households. Here are the Power Elite consumer types actively shopping for back-to-school merchandise this year: A01: American Royalty A03: Kids and Cabernet A04: Picture Perfect Families Key Features: Wealthy Highly Educated Politically conservative Purchase housewares and electronics in store Vacation and fitness retail influencers Luxury lease cars Flourishing Families Also called Group B in this report, Flourishing Families is comprised of 3.7 million U.S. households. Active consumer types: B07: Across the Ages B08: Babies and Bliss B09: Family Fun-tastic Key Features: Affluent Charitable contributors Athletic activities High-priced children’s clothing Home products & furnishings Sporting good Suburban Style Suburban Style, also Group D, is made up of 2.9 million U.S. households. Active consumer types: D15: Sport Utility Families D16: Settled in Suburbia Key Features: Comfortable lifestyle Ethnically diverse Politically diverse Instagrammers Children’s games Wholesale members Family Union The Family Union group, Group I, is the smallest of those analyzed in this report, but still a respectable size: 1.2 million U.S. households. Active consumer types: I31: Hard Working Values Key Features: Bilingual Married with kids Large households Hunting clothing Automotive tools Will they shop online or in stores? Prepare for a return to in-store shopping as the US moves post-pandemic. These consumers have shopped in-store for Back-to-School and have trended toward in-store shopping as the vaccine was distributed. Mobile location data shows these consumers actively shopped in-person during the 2019 Back-to-School season, and are shopping in-person again post-pandemic. Experian analyzed consumer mobile location data for big box retailers, department stores, malls and apparel-accessory stores since June 2019. The aggregated number of visits was indexed each month against 12-month average of that respective year. An index higher than 100 indicates shopping behavior that month was higher than the average of that year. An index less than 100 indicates shopping behavior that month was less than the average of that year. Planning store layouts and inventory will be more important this year for marketers as consumers return to the stores for Back-to-School shopping needs. What will they buy? Plan for Back-to-School product composition to be like pre-pandemic while you plan your inventory. Keep an eye on local outbreak risk which dictates whether school districts will pivot to remote learning. Product composition during the 2020 Back-to-School season was skewed away from apparel and towards virtual learning materials, such as home office supplies and technology, but should revert to pre-pandemic behaviors. Using ConsumerViewTM Transactional data, we compared consumer product composition during the 2019 and 2020 back-to-school shopping seasons. Children’s Apparel and Accessories: share was smaller in 2020, and was a more dramatic impact for Groups A, B, and D. Books: Groups B and D saw an increased share in 2020, but Groups A and I saw little change. Home Office: share was greater in 2020 for all groups, particularly Group A. Computers: share was greater in 2020 for all segments, particularly Group I Want to learn more? Improve your marketing ROI and grow your business during back-to-school season using Experian’s new Discovery Platform. No sign-up required: watch the demo to learn how retailers like you can use The Discovery Platform™ to track online versus in-store shopping and safely navigate evolving back-to-school consumer behaviors.
Third-party cookies have been a crucial component in people-based advertising and digital identity. With Google's recent announcement of delaying third-party cookie deprecation to 2024, the industry has more time to rethink how to effectively identify and communicate with consumers when the time comes. Preparing for cookie deprecation Solving for the post-cookie world is mission critical, particularly as consumer expectation for a relevant digital experience is heightened. We’ve seen a number of industry participants, including brands, publishers, data providers and technology platforms, work around the clock to find an alternative to third-party cookies—one that amasses the same scale and reach but also maintains consumer privacy. In fact, industry insights echo that sentiment. According to a white paper from Winterberry Group, Collaborative Data Solutions: The Evolution of Identity in a Privacy-First, Post-Cookie World, sponsored in part by Experian, one of the most frequently heard comments was the urgency for the industry to develop post-cookie, privacy compliant solutions that work in a more integrated manner. And if there was one overarching position regarding the research into the future of identity, it’s that collaboration is key. Participants in the white paper expressed that with the elimination of third-party cookies, there will be a surge in collaborative solutions across and within companies to accommodate changes in the digital marketplace. Collaborative data solutions must move beyond new post-cookie identity replacements and encompass more holistic approaches, including first-party data. First-party data sharing Currently, 64.3 percent of organizations in the US collaborate with other organizations to share first-party data for insights, activation, measurement or attribution, and 16.7 percent in the U.S. have plans to. Virtually all US companies surveyed were aware of the option to collaborate with other organizations and expressed openness to discussions around sharing first-party data. What is the solution to third-party cookie deprecation? The deprecation of third-party cookies is creating a shock in the marketing and advertising world because there has been an over-dependence on one type of identifier. Therefore, the solution to identify consumers across the digital ecosystem will not come from a single replacement for third-party cookies. Instead, it will rely on a combination of solutions, including collaborative data between organizations and implementation of proprietary first-party data strategies, as well as a framework that can connect all these touchpoints together. Experian can help you navigate the cookieless future Experian is focused on building a more effective advertising ecosystem that promotes the interoperability of digital touchpoints while enabling and fostering new innovations in a privacy forward way. Contact us today and get started with building connected identity in the ever-changing data landscape. To learn more, watch the recording of our webinar with The Vitamin Shoppe where we discuss identity and how you can drive more addressable audience strategies amidst diminishing data signals.
As today’s digital landscape gets more and more complicated there are more ways for brands to connect with users and drive purchases and more ways for ad tech to target and measure those touch points. As in-person shopping picks up steam due to the re-normalization of society post-COVID 19; the connection between digital ads and in-person purchases needs to be made once again. With the rise of Connected TV throughout the pandemic there are even more digital opportunities to target a user. But how do you make sure that those brand engagements are captured and correctly attributed to offline purchases and conversions? The answer lies in a holistic identity resolution strategy. Cross-device identity resolution with The Tapad Graph connects the identifiers and devices of individuals within a household to each other; enabling targeting, frequency capping, extension, segmentation and measurement or attribution between devices; including Connected TV and hashed (privacy-protected) email addresses along with Cookies, Mobile Ad Ids and IP Address. Brands can join their first-party data to The Tapad Graph to execute strategies that connect online and offline data for pre, mid and post-campaign efficiencies. Let’s imagine a scenario in which an outdoor retail brand is targeting users watching specific content on a Connected TV device. Powered by identity resolution, they start with a general ad on CTV and continue targeting down individual paths with each user. When one of them converts in store and makes a purchase; the outdoor retailer can connect that action through location and in-store traffic data with the cross-device identity resolution used to execute the digital campaign. Now the actions of the user online and offline are resolved for more accurate measurement and attribution after the campaign ends. But it doesn’t stop there– the brand's CRM data can be reactivated for the next digital campaign and leveraged to capitalize on the most effective media mix for the user who made the purchase previously. These combined insights can be invaluable in shaping up future campaign strategies with geo-contextual ads, recommended additional products and personalization to help drive more conversions and purchases in-store or online. As in-person shopping picks back up and marketers are tasked once again with balancing online and in-store KPIs, the right identity resolution strategy can unlock necessary efficiencies for retailers, ad tech vendors and agencies tasked with supporting these initiatives. Get started with The Tapad Graph For personalized consultation on the value and benefits of The Tapad Graph for your business, email Sales@tapad.com today!