Finding and refining audiences

There are two things to do with Audience discovery. You can find an audience a demographics only plan would have missed, or refine spend more precisely inside an audience you already target.

Find an overlooked audience

1. Open the tab for the metric that matters most to you. New customer rate if you're after growth, Lifetime value if you're after quality, New revenue for both.
2. Review the table past the groups you already target. Look for a row where the magenta (word-of-mouth) reaches further than you'd expect.
3. Select it. If the discovery card says Overlooked audience, this group's word-of-mouth areas out-perform its own baseline, even though the group as a whole ranks below others in your plan. The card shows all of those higher ranked groups.
4. Read the group description and key features to see who you'd be targeting.

What to do next

• Test it alongside your existing word-of-mouth targeting, rather than replacing an existing audience outright. Treat it as a new line in the plan to prove out, not a swap.
• Brief creative and messaging using the group's key features - a Mosaic description tells you the kind of person you're talking to, which is exactly the audience-brief detail you'd normally pull from a Mosaic index.
• Once you've picked the group, use it to shape the rest of your plan in the channel guides.

Refine an audience you already target

1. Select a group that's already part of your plan.
2. Read the Refine card - it tells you what percentage of that group's households sit in word-of-mouth areas.
3. Compare the WOM and BASELINE index cards. The bigger the gap, the more value is concentrated in the word-of-mouth share of the group.

What to do next

• Keep the group, but refine your spend within. Weight budget towards its word-of-mouth areas using your word-of-mouth targeting files, rather than spreading evenly across the whole group.
• You're not adding a new audience, you're spending on the one you have more precisely.

When word-of-mouth underperforms

Sometimes the bar ends in dark grey and the discovery card says Weaker in WoM areas. Word-of-mouth pulls this group's value down rather than up.

Targeting its word-of-mouth postcodes won't help here. Plan this group conventionally, using demographics as you would for any other Mosaic Group.

Worked example

Illustrative only

The figures below are for illustration - your own results will differ by group and by brand.

You're looking at New revenue, and G - Suburban Childhoods ranks 4^th overall, behind A - Lavish Lifestyles, B - Pension Prosperity and C - Country Heritage.

Its word-of-mouth index is 137 against a baseline of 105 - word-of-mouth areas are outperforming the rest of the group.

The discovery card reads Overlooked audience, naming A, B and C - the higher ranked groups a demographics-only plan would target first. Word-of-mouth gives you hidden value in Suburban Childhoods that plan would otherwise miss.

The refine card shows that around 13% of Suburban Childhoods households sit in word-of-mouth areas. That's a small percentage of the group carrying an uplift. It’s worth targeting deliberately with word-of-mouth targets, rather than targeting into the group as a whole.

Getting in touch

Audience discovery is one input into your plan, not the whole plan. If something looks unusual or unexpected, get in touch with your customer success manager, we'd rather talk it through than have you act on a number that doesn't look right.