This post originally appears on PMG’s blog.
Data has become the foundation upon which to build marketing campaigns that truly resonate with consumers across the buying spectrum. But it’s not just about the amount of data marketers have at their disposal—it’s about how it’s segmented, activated and analyzed that determines if the right customer is being reached.
Our team worked with a global beauty brand that wanted to better target category and product pages to deliver ads to high-affinity audiences in optimized and personalized ways. They were limited by pixel constraints on their site, which prevented more granular targeting with specific messaging aligned with pages that users were visiting often.
PMG partnered with MediaMath, tapping into the Adaptive Segments product within the technology company’s data management platform to construct audience profiles that allowed the agency to target new and dynamic users in real-time. The team would use data layer segmentation to develop custom audiences in order to reach users based on their on-site content consumption and throughout all stages of the purchase path.
To learn more about the solution PMG and MediaMath developed for our client and to see the results achieved, read the full case study here.