Identifying Audience Channel
The dramatic fragmentation of viewing channels has frustrated marketers by increasing the difficulty of reaching the desired audience with the desired message. Amongst a variety of use cases for marketers, simMachines’ Dynamic Predictive Segmentation provides a highly accurate way for marketers to identify the proper channel to reach their intended audience, broken down to as granular a level as needed. For this demonstration we’ve trained a classifier to identify the media venue used by likely purchasers of a product, and then produced clusters around those classifications. Customers are classified as having Cable TV, Satellite TV, or Streaming Only. The result is highly accurate predictive clusters that not only identifies the medium through which these customers could be contacted, but further breaks down the audience into subsegments based on the shared characteristics of those individuals, allowing the creative delivered to be highly tailored towards the individuals being targeted, maximizing the effectiveness of marketing efforts. Let’s take a dive into the clusters.