Audience Management: Special Contributor: Peter Vandre
Craig Dempster, John R. Lee · 2015
Audience management is the discipline of identifying audiences and managing the contact strategy and corresponding conversation flow with these consumers. When done well, audience management maximizes customer value across interactive and offline touchpoints. Effective audience management is the next layer on top of a foundation of identity management. It is the role of identity management to stitch together the various unique identifiers into an identity map enabling the persistent tracking of that consumer and their actions over time. Analytics are applied to these identities to transform identities into segments that can be used to reach valuable audiences. Audience management is just as critical for marketers as publishers. Marketers must manage consumer experience across first- and third-party audience platforms. One of the most important considerations in creating any segmentation or predictive model is the ability to accurately score across the audiences for which marketers intend to apply it.