Audiences from Consumer Canvas
Although audience data is the lifeblood of the media ecosystem, today’s data marketplace is filled with consumer insights that are often inaccurate, gathered through faulty methodologies, lack representation of the consumer population, or are scaled with questionable data science practices.
Built to address these challenges, our syndicated audience segments are created from unique data assets and proprietary modelling techniques that provide high-fidelity audience data to marketers and media owners.
Consumer Canvas by NIQ
Buyer Propensity audiences are created from purchase transaction data that is sourced directly from consumers, providing marketers with highly predictive audiences for targeted advertising.
Consumer Canvas by MRI-Simmons
These audiences are based on the deep, accurate consumer insights published through MRI-Simmons' USA Study, the leading survey about American’s lifestyles, characteristics, demographics and brand preferences
Data Enrichment with Consumer Canvas
Consumer Canvas also helps marketers improve the quality and utility of their first-party data by fusing – or enriching - their proprietary data with accurate and comprehensive consumer attributes from Consumer Canvas audience products.
By combining the power of first and third-party data together, Consumer Canvas helps marketers unlock brand insights, facilitate audience discovery, and enable audience activation across screens.
Creating Consumer Canvas
To provide the highest quality enrichment solutions possible, Consumer Canvas partnered with multiple identity providers to create a unique identity spine that is deterministically matched to respondents of the MRI-Simmons USA study.
To ensure that the Consumer Canvas identity spine is nationally representative, we leveraged census data and our own accredited profile of the consumer population to correct biases inherent in the national data files. Once properly calibrated, we fused 60,000 consumer attributes from MRI-Simmons with identifiers from ~250M US adults, creating an identity spine with tens-of-thousands of consumer attributes that is accurately balanced, ensuring that no segments of the population are over or under-represented.
The resulting identity spine provides an accurate and nimble dataset that can be used to quickly match new third-party datasets or enrich first-party audience data.
Trusted Insights For Enrichment
Data enrichment offers numerous benefits for marketers looking to optimize their marketing strategies and gain competitive advantages over rival brands. By enhancing first-party data with Consumer Canvas, marketers can gain a more holistic view of their customers, profile high-value prospects, and consumers of competitive products or services. Consumer Canvas uncovers new marketing opportunities, unique insights, and allows for the activation of advanced audiences across a variety of media touchpoints to drive better marketing outcomes.
Consumer Attributes
Brands
Product Categories
Media Properties
Attitudes & Opinions
Lifestyle Statements
Unlock New Capabilities through Data Enrichment
Enrichment through Consumer Canvas provides a more holistic picture of consumers, enabling deeper insights into your existing customers, best prospects, and customers of competitive brands. These insights enable strategic marketing, communications, and business decisions that first-party data alone cannot.
Customer Segmentation
- Tailor messages to increase engagement and drive conversions
- Create unique incentives to maintain loyalty and increase purchase frequency
- Customize offers to cross-sell or upsell each segment
Audience Targeting
- Suppress existing customers to reduce media waste
- Identify and suppress loyal customers of competitors who are unlikely to convert
- Identify and target persuadable brand switchers within the category
High-Value Prospecting
- Identify loyal buyers of competitive products to gain market share
- Identify unreached segments of the market to drive brand growth
Local Media Strategies
- Understand consumer attributes and attitudes by region
- Customize creative messaging and media mix of local campaigns
Media Planning
- Identify loyal buyers of competitive products to gain market share
- Identify segments of the market you don’t reach to drive brand growth
Business Development
- Identify opportunities for new marketing partnerships or cobranded products
- Identify opportunities to launch new products or brand extensions
Ad Creative & Communication Strategies
- Create more relatable messages for unique segments to increase engagement
- Make your first party data more insightful, actionable, and effective through Enrichment from Consumer Canvas
Contact us to learn more
Want to learn how you can enrich first-party data with Consumer Canvas? Complete the form or email us today and a representative will reach out within 48 hours.
