Audience Explorer: Giving Marketers the ability to understand their customers through Data Visualization and Audience Segmentation

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New data collection tool from Offerpop affords marketers a comprehensive look at the habits and practices of digital consumer audiences.

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The new tool enables Marketers to quickly explore and understand the full breadth of their engaged consumer data, not just the top-line elements.

The explosive growth of social media usage, specifically user generated content (UGC), has resulted in both new challenges and opportunities for digital Marketers. There is an undeniable need for Marketers to better understand customers and prospects in an effort to increase engagement, strengthen relationships, and drive conversions. The ability to collect audience data, from all of the major social networks, to understand both intent and affinity plays an extremely important role in brands’ marketing success.

To enable Marketers to achieve these goals Offerpop has added new data analysis, data visualization and audience segmentation capabilities to its consumer engagement marketing platform through its newly launched tool Audience Explorer. These new capabilities extend the New York-based software-as-a-service company’s platform, giving Marketers new and highly effective ways to understand and identify high-value consumers, monitor marketing performance, and target advertising.

The new tool enables Marketers to quickly explore and understand the full breadth of their engaged consumer data, not just the top-line elements. Audience Explorer organizes user data into an intuitive and interactive visualization hierarchy, making it easy for Marketers to find, and view, the full breadth and depth of user data points collected by their consumer engagement activities.

Audience Explorer also enables Marketers to identify and isolate the most valuable consumer segments to their business. Powerful and flexible filtering capabilities built into the tool allow Marketers to create and save unlimited custom-defined audience segments based on the data they’ve collected.

Audience segments and user data can be easily exported for use in other systems, including customer relationship management systems and data management platforms. The data and segments can also optimize paid media through highly targeted and “lookalike” audience advertising on social networks like Facebook and Twitter, expanding a brand’s reach to carefully selected consumers.

“Audience Explorer makes data easily digestible and instantly actionable,” said Wendell Lansford, Offerpop CEO and co-founder. “The software drills into the data for you, optimizing campaigns, segmenting audiences, tracking performance and discovering your most high-value customers. The ease of use and ongoing monitoring offered through the tool makes it a lifeline for overwhelmed digital Marketers and an essential tool for instantly increasing marketing performance.”

Audience Explorer builds on Audience Insights, Offerpop’s engagement data tool that tracks the performance of marketing campaigns in aggregate.

"Audience Explorer gives us the ability to pick out target groups with a fine-toothed comb, and refine and optimize social ad spend,” said Brian Slattery-Gaston, vice president of consumer marketing for House Party, Inc., a New York-based social marketing company. “We’re now able to focus our ad buys much more effectively on the people that model the behavior we are looking for in new members."

About Offerpop
Offerpop is an engagement marketing software-as-a-service platform transforming how global brands engage and convert today’s mobile and social consumers. Leading enterprises and agencies use Offerpop’s integrated platform to power engagement experiences across marketing channels, manage user-generated content everywhere, and improve marketing activation with rich consumer profiles harnessing behavioral and affinity data. The company is headquartered in New York City, with offices in London, San Francisco and Portland.

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Constance Aguilar
The Abbi Agency
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