We recently covered how clickstream data gives advertisers greater flexibility for audience buying, enabling them to target segments in every step of their journey. In short, targeting with clickstream data works better than cookie-based targeting because it covers more granular activities than just web visits by also covering search, conversion, and buying activities.
To expand your understanding of the possibilities, here are three ways to use clickstream data to its fullest in your look-alike targeting.
Target prospects at multiple stages of the path-to-purchase
At the top of the funnel, web visits alert advertisers to consumer attention. So, with traditional cookie-based targeting, advertisers can select a segment of people to broadcast a message to based on website visitation patterns. This endeavor works best with clickstream data because it includes full path-to-purchase data across the web. For example, an auto advertiser can buy an audience comprised of people that have visited auto sites in the last 6 months who have not requested a quote from a dealer or auto insurance provider. In this way, the advertiser can attract the attention of in-market shoppers who have not yet made a purchase.
Next in the funnel, search activities alert advertisers to consumer interest. This can be search activities taking place on search engines or via the on-site search boxes of select websites. A cruise advertiser, for instance, could target an audience of anyone searching for key phrases containing the word “cruise” on any search engine, online travel platform, or cruise site. In addition, they can continue to subtract out the people lower in the funnel who have converted or purchased because this information is available within the clickstream. As a result of buying an audience that is based on consumer search behavior, the advertiser can find people actively looking for what they have to sell.
Toward the bottom of the funnel, conversion activities alert advertisers to consumer actions. Conversion activity found within Jumpshot’s clickstream data includes price comparison activity, downloads, form submissions, add to carts, shopping cart abandonments, subscriptions, cancellations, purchases, and much more. With Jumpshot Audiences, advertisers can target consumers who behave similarly online to customers that have converted. For example, electronics manufacturers can target audiences that behave similarly to their most valuable segments, whether they purchase high-end electronics, are return customers, or both.
Clearly, targeting based on clickstream data puts advertisers in a position to make an impression at any stage of the funnel.
Locate audiences likely to churn with your competitor
Another exciting targeting option available with Jumpshot’s clickstream audiences is to target consumers based on search or browsing behavior that indicates a willingness to churn with a competitor. For instance, if the competitor was the fictional ACME corporation, an advertiser trying to reach ACME’s unsatisfied customers would target an audience informed by people searching for phrases like “customer service Acme,” “Acme alternative,” “problems with Acme,” and “is Acme a scam,” as well as people who browsed the brand’s main competitors, read online reviews, and conducted other comparison shopping activities. The advertiser could then reach this audience with a message about why it is better than the competitor.
Find enthusiasts with an appetite to spend
Another way to use Jumpshot’s clickstream data is to use its transaction data to find enthusiasts with an appetite to spend. For example, if an advertiser wanted to reach a camping enthusiast, chances are they would want to reach people who have spent money on camping in the past. With clickstream audiences the advertiser could target people who bought camping equipment last summer and who are now visiting camping related websites.
Bottom line: Jumpshot’s clickstream data allows advertisers to buy better targeted audiences than cookie data allows. Jumpshot’s clickstream data includes every click performed anywhere online, enabling us to build audiences off of online search, browsing and shopping behavior. And, with these audiences, advertisers can optimize and scale their customer acquisition efforts.