Inmar Media Advocates Multi‑Data Audience Strategy for Authentic Targeting
Integrate multiple data sources into your audience segmentation workflow.
Integrate multiple data sources into your audience segmentation workflow.
Summary
Inmar Media’s Adam Goldsmith emphasized that brands should layer multiple data sets to build stronger audience foundations, moving beyond single‑source reliance. HalloweenCostumes.com uses Meta and TikTok creative targeting to identify Instagram moms early, then retargets them directly. Mars’ Royal Canin co‑creates with pet parents to personalize experiences, avoiding creepy targeting. AARP’s Gregg Molander built an offline community from a newsletter, expanding to 48 states and D.C. Hudson Yards invested millions in an indoor experience to complement its outdoor Edge deck after customer feedback. AI helps interpret complex data sets, but surveys and direct customer conversations remain vital. The panel highlighted that listening to customers and balancing online and offline tactics yields authentic connections.
Key changes
- Inmar Media promotes layering multiple data sets for targeting.
- HalloweenCostumes.com uses Meta and TikTok creative targeting to identify Instagram moms early.
- Mars’ Royal Canin co‑creates with pet parents to personalize experiences.
- AARP built an offline community from a newsletter, expanding to 48 states.
- Hudson Yards invested millions in an indoor experience after customer feedback.
- AI aids in interpreting complex data sets, but surveys remain vital.
- Listening to customers and balancing online/offline tactics yields authentic connections.