“The more you know about your consumer, the more accurate your targeting will be. For agency planners, this process starts with insight.”

Keane (2018)

Isolating an audience of one, you can identify why they need your product, help them become aware of it, develop their preference for it, help their search for it, guide their selection of it, all of which leads to the purchase of and satisfaction with your product (Katz, 2016).

In the age of data that we currently live in, pen portraits are even more valuable, and even more exciting.

Pulling data on daily deals users from YouGov, the vast majority are 25-44 years old, 25% more likely than the average adult to be a heavy internet user, not big on newspapers or magazines, and are more likely to watch commercial TV than non-commercial TV. Below is a snapshot of their internet habits.

YouGov (2018)

We know daily deals are largely local, so digital marketing can help narrow geographical targeting greatly. From their internet habits, we can see they index significantly higher than the average adult on a lot of digital activities.

Based on this information, it would be easy to construct a localised digital campaign, using mechanics such as file sharing, online messaging, social media, or online shopping.

Itison’s audience is a digitally savvy bunch, and audience targeting should reflect this. Creating a campaign on Facebook for a particular deal, Itison could create a lookalike audience for those who like Groupon (combined with the YouGov data below), within the deal’s geography, adding any audience details relevant to that particular deal.

YouGov (2018)