Managing Audiences

David Baker

The term “audience management” is beginning to bleed into email and CRM discussions as a means of better articulating the way consumers are affected by a combination of direct marketing, social marketing and media-oriented activities. Some mix the message by throwing in retargeting as a form of audience management, but it’s not.

You would think more effort would be put into overlaying audience insight on traditional email segmentation and response behavior. Audience analysis is fascinating, as it’s information that spans behavioral media, social, tablet, device and contextual. Audience analysis provides real-time looks into behavioral patterns, and is applied to first-party and third-party sites. You can narrow down audiences by individual...

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