Audience Discovery
Objectives of the Research#
Definition of marketing problems, opportunities, areas of improvement, and goal metrics.
Marketing Problems#
- What does the audience for online marketing and web services care about?
- How do people find information on online and web services?
- Identify information gaps which can be filled to provide value?
Opportunities#
- Discover synergies between content strategy and audience interests.
- Automation on social channels for serial content distribution.
- Value added by satisfying under supplied niche interests.
Areas of Improvement#
- Documenting audience information, social, and service channels to increase industry awareness.
- Bookmarking and reviewing audience topics to increase responsiveness to new relevant information.
- Tracking audience and segmentation profiles by various key metrics overtime and through experimentation.
Goal Metrics#
- Find 5 audience channels with over 50,000 participants
- Create 5 target segments for future content and advertising targeting
- Research 10 topics for filling information gaps
Information and Data Sources#
Internal and external sources of information and data to be used in the research process.
Internal Data#
Primary data collected by internal tracking and activities.
Analytics & Tracking#
- Google Analytics data including user behaviour, traffic flow, and demographics.
- Web statistics from AWStats and server statistics.
- Google Adwords campaigns performance and conversion statistics.
Performance Reports#
- Internal performance reports including key performance metrics and related analytical data.
- E-Commerce and lead conversion metrics compared to industry averages.
- Engagement trends and audience growth metrics across platforms.
External Data#
Secondary data collected through external research efforts.
Facebook Audience Insights#
Exploring data comparisons of the general facebook audience vs selected audience both geographically targeted in the USA and Canada.
Young Adults with Children in Management Positions#
Selection Rationale#
I have selected an audience in the USA and Canada between the ages of 21 and 34 to target younger adults with children working in a management position. The assumption that an audience in this age range with children will be looking for a well researched and tested strategy to implement as they will be looking for stability and growth. An interest in entrepreneurship is targeted in the hopes that having this interest will increase the likelihood the user is searching for digital and online marketing information and services.
| Metric | Target |
|---|---|
| Location | Canada + USA |
| Age | 21 - 34 |
| Gender | All Genders |
| Interests | Entrepreneurship |
| Language | English (All) |
| Work (Job Title) | Management |
| Parents | All Parents |
| Audience Size | 100K - 150K |
Demographics#
| Demographics | Value | Average | Difference |
|---|---|---|---|
| Women | 71% | 55% | +16% |
| Men | 29% | 45% | -16% |
| Relationship Status | Single | Relationship | Engaged | Married |
|---|---|---|---|---|
| ± Average | -46% | -13% | +90% | +24% |
| Education Level | High School | College | Grad School |
|---|---|---|---|
| ± Average | -46% | 21% | 10% |
| Job Title | Selected Audience | ± Avg |
|---|---|---|
| Community and Social Services | 19% | +162% |
| Business and Finance | 24% | +161% |
| IT and Technical Services | 12% | +153% |
| Computation and Mathematics | 12% | +153% |
| Legal Services | 5% | +112% |
| Sales | 49% | +90% |
| Arts, Entertainment, Sports and Media | 16% | +74% |
| Administrative Services | 47% | +70% |
| Installation and Repair Services | 13% | +56% |
| Transportation and Moving | 19% | +50% |
| Education and Libraries | 17% | +49% |
| Food and Restaurants | 17% | +34% |
| Production | 22% | +19% |
| Farming, Fishing and Forestry | 7% | +18% |
| Life, Physical and Social Sciences | 6% | +5% |
| Cleaning and Maintenance Services | 4% | -3% |
| Protective Services | 4% | -12% |
| Architecture and Engineering | 5% | -13% |
| Construction and Extraction | 5% | -27% |
| Healthcare and Medical Services | 9% | -43% |
| Government Employees (Global) | 0.7% | -53% |
| Veterans (US) | 2% | -58% |
| Military (Global) | 0.6% | -71% |
Legend
Bold = Top 3 job titles by audience size
Italic = Top 3 job titles by selected audience size
Page Likes#
| Rank | Category | Pages |
|---|---|---|
| 1 | Women's Clothing Store | Modern Vintage Boutique - The Mint Julep Boutique |
| 2 | Baby Goods/Kids Goods | Disney Baby - Carter's |
| 3 | Baby & Children's Clothing Store | Spearmint Baby |
| 4 | Entertainment Website | I Love Being a Mom - Texts From Last Night |
| 5 | Author | Leah Messer's Official Fan Page :) |
| 6 | Product/Service | Pampers - The Honest Company - TOMS - BabyCenter - COVERGIRL - Dippin' Dots |
| 7 | Museum | Jurassic Quest |
| 8 | Jewelry/Watches | Verragio Engagement Rings and Wedding Bands - Brilliant Earth |
| 9 | Community | Scary Mommy - Bad Parenting Moments |
| 10 | Website | Screaming Owl - Mom's Got Ink - ShoeDazzle |
| 11 | Clothing (Brand) | Saved by the Dress - David's Bridal - Adore Me - Amazon Fashion - Fabletics - H&M - Express - Old Navy |
| 12 | Company | Shutterfly |
| 13 | Public Figure | Juggling The Jenkins - Chris Crocker - Kristina Kuzmic - The Krazy Coupon Lady - Dave Ramsey - Kendra Wilkinson - Joanna Gaines |
| 14 | Restaurant | Jimmy John's - Applebee's Grill & Bar |
| 15 | Comedian | Dane Cook - Mommy Has A Potty Mouth - Laura Clery - Joe Santagato |
| 16 | Beauty, Cosmetic & Personal Care | ipsy - Ulta Beauty |
| 17 | Retail Company | Target Littles - Babies"R"Us - maurices - Spencer's - Target Style - Toys''R''Us - JustFab - Zulily |
| 18 | Health/Beauty | ChapStick - Dollar Shave Club |
| 19 | Magazine | Hot Moms Club - Moms.com |
| 20 | TV Show | Teen Mom 2 - The Secret Life of the American |
| Left | Right | |
|---|---|---|
| Top | relevance selected audience size |
relevance selected audience size |
| Bottom | relevance selected audience size |
relevance selected audience size |
The above chart has 3 dimensions:
- From Left to Right (X-Axis) is the magnitude attraction to the above pages for this audience. Where higher means that any of the selected audience has an n times likelihood to like the page.
- From Top to Bottom (Y-Axis) is the amount of the selected audience that like the specified page. Higher up represents a larger proportion of selected audience.
- The size of each bubble represents the page size on Facebook. Larger bubbles represent larger audiences on facebook including those not within the targeted segment.
Location#
| Cities | Selected Audience | Compare to Facebook Avg. |
|---|---|---|
| New York, New York, United States | 0.6% | -54% |
| Houston, Texas, United States | 0.6% | +20% |
| Maricopa County, Arizona, United States | 0.6% | +0% |
| Los Angeles County, California, United States | 0.6% | -40% |
| Harris County, Texas, United States | 0.6% | +20% |
| Chicago, Illinois, United States | 0.5% | +0% |
| Toronto, Ontario, Canada | 0.4% | -50% |
| Los Angeles, California, United States | 0.4% | -33% |
| Tarrant, Texas, United States | 0.4% | +33% |
| Dallas County, Texas, United States | 0.4% | +33% |
| Country | Selected | Facebook Avg. | Compare to Facebook Avg. |
|---|---|---|---|
| United States of America | 93% | 90 | +4% |
| Canada | 7% | 10% | -33% |
Activity#
Frequency of Activities
| Metric | Selected | ± | Affinity* | |
|---|---|---|---|---|
| Pages Liked | 1 | 3 | 2 | 3x |
| Comments | 8 | 29 | 21 | 3.63x |
| Posts Liked | 13 | 39 | 26 | 3x |
| Posts Shared | 2 | 7 | 5 | 3.5x |
| Promotions Redeemed | 1 | 1 | 0 | 1x |
| Ads Clicked | 16 | 39 | 23 | 2.44x |
Device Usage by Category
| Category | Selected | ± | Affinity* | |
|---|---|---|---|---|
| Desktop Only | 3.3% | 0.2% | -3.1% | 0.06x |
| Desktop & Mobile | 32.1% | 42.2% | 10.1% | 1.31x |
| Mobile Only | 64.6% | 57.6% | -7% | 0.89x |
Device Usage by Device
| Device | Selected | ± | Affinity* | |
|---|---|---|---|---|
| Computer | 7.3% | 0.5% | -6.8% | 0.07x |
| iPhone/iPod | 44.8% | 63% | 18.2% | 1.41x |
| iPad | 0.3% | 0% | -0.3% | 0x |
| Android | 42.1% | 36% | -6.1% | 0.86x |
| Blackberry | 0% | 0% | 0% | 0x |
| Mobile Web | 5.5% | 0.8% | -4.7% | 0.15x |
| Feature Phone | 0% | 0% | 0% | 0x |
| Unknown | 0% | 0% | 0% | 0x |
*Rounded up to the hundredth decimal place
Insights and Notes from the Data#
Selected audience in the USA and Canada between the ages of 21-34, interested in entrepreneurship, has a management position, and children.
- Demographics
- 71% female audience.
- 70% of the selected audience is engaged or married.
- Community and Social Services, Business and Finance, IT and Technical Services, and Computation and Mathematics all have over 150% more of the audience than the average facebook audience in the same regions and age ranges.
- 45%+ of the selected audience has experience in Sales and Administrative Services jobs with 90% and 70% more than the average respectively in each title.
- Page Likes
- eCommerce clothing sites to examine for this audience: Modern Vintage Boutique, The Mint Julep Boutique, TOMS, Saved by the Dress, Adore Me, Fabletics, Express, ShoeDazzle
- eCommerce blog sites to examine for this audience: thestir.cafemom
- eCommerce retail sites to examine for this audience: The Honest Company, Verragio, JustFab, Zulily
- eCommerce niche sites to examine for this audience: Dollar Shave Club, Brilliant Earth, Ipsy
- The Honest Company is highly relevant in the niche with a sizeable selected and general facebook audience.
- Location
- 4 of the top 10 cities by facebook audience size are in the state of Texas in the USA which totals roughly 2% of the total selected audience.
- Activity
- 3x more pages liked over the lifetime of the account.
- 3x+ more likely to comment, share, and like posts.
- 2.44x more likely to click an ad.
- 42% use both desktop and mobile for facebook.
- 57% mobile only usage for facebook.
- 63% iPhone/iPod used for facebook which is 20% more than average.
Adults Interested in Digital Marketing#
Selection Rationale#
I have selected an audience in the USA and Canada between the ages of 25 and 54 as they were the three age segments (25-34, 35-44, 45-54) with a positive change compared the general audience. Targeting an audience with an interest in digital marketing to explore which pages and tendencies this audience exhibits.
| Metric | Target |
|---|---|
| Location | Canada + USA |
| Age | 25 - 54 |
| Gender | All Genders |
| Interests | Digital Marketing |
| Language | English (All) |
| Work (Job Title) | Any |
| Parents | Any |
| Audience Size | 3.5M - 4M |
Demographics#
| Demographics | Value | Average | Difference |
|---|---|---|---|
| Women | 47% | 55% | +8% |
| Men | 53% | 45% | -8% |
| Relationship Status | Single | Relationship | Engaged | Married |
|---|---|---|---|---|
| ± Average | 2% | -4% | +7% | 0% |
| Education Level | High School | College | Grad School |
|---|---|---|---|
| ± Average | -30% | 11% | 25% |
| Job Title | Selected Audience | ± Avg |
|---|---|---|
| Arts, Entertainment, Sports and Media | 15% | +65% |
| IT and Technical Services | 7% | +37% |
| Computation and Mathematics | 7% | +37% |
| Business and Finance | 13% | +35% |
| Management | 29% | +30% |
| Sales | 32% | +24% |
| Production | 21% | +12% |
| Life, Physical and Social Sciences | 6% | +4% |
| Architecture and Engineering | 6% | +0% |
| Administrative Services | 28% | +0% |
| Legal Services | 2% | -4% |
| Construction and Extraction | 7% | -4% |
| Installation and Repair Services | 8% | -5% |
| Farming, Fishing and Forestry | 5% | -7% |
| Cleaning and Maintenance Services | 4% | -8% |
| Transportation and Moving | 12% | -8% |
| Veterans (US) | 3% | -11% |
| Protective Services | 4% | -12% |
| Community and Social Services | 6% | -15% |
| Food and Restaurants | 11% | -15% |
| Healthcare and Medical Services | 13% | -15% |
| Education and Libraries | 9% | -20% |
| Government Employees (Global) | 1% | -33% |
| Military (Global) | 1% | -33% |
Legend
Bold = Top 3 job titles by audience size
Italic = Top 3 job titles by selected audience size
Page Likes#
| Rank | Category | Pages |
|---|---|---|
| 1 | Entrepreneur | Gary Vaynerchuk - Robert Kiyosaki |
| 2 | Website | Facebook Business - Weird History |
| 3 | Local & Travel Website | The Points Guy |
| 4 | Publisher | Entrepreneur |
| 5 | Software | Shopify |
| 6 | Magazine | SUCCESS Magazine |
| 7 | Company | Small Business Saturday |
| 8 | Specialty Grocery Store | Whole Foods Market |
| 9 | Sports & Recreation | Tough Mudder - Spartan |
| 10 | TV Network | National Geographic India |
| 11 | Health/Beauty | Dollar Shave Club |
| 12 | Author | Tim Ferriss - Dr. Wayne W. Dyer - Maya Angelou |
| 13 | Public Figure | Tony Robbins - John C. Maxwell - Dave Ramsey - Iyanla Vanzant - Zig Ziglar - Derrick Jaxn - Brendon Burchard - Live. Love. Matter. - Richard Branson - Bill Maher - Michael Baisden Live - Mike Rowe - Bill Nye The Science Guy - Grant Cardone - Kevin Gates |
| 14 | Travel Agency | Bookvip.com |
| 15 | Bookstore | Audible |
| 16 | Furniture Store | IKEA |
| 17 | Product/Service | DigitalMarketer - GoPro - Live Nation Concerts |
| 18 | Musician/Band | Erykah Badu - Plies |
| 19 | Shopping & Retail | Groupon - T-Mobile |
| 20 | Motivational Speaker | Trent Shelton |
| Left | Right | |
|---|---|---|
| Top | relevance selected audience size |
relevance selected audience size |
| Bottom | relevance selected audience size |
relevance selected audience size |
The above chart has 3 dimensions:
- From Left to Right (X-Axis) is the magnitude attraction to the above pages for this audience. Where higher means that any of the selected audience has an n times likelihood to like the page.
- From Top to Bottom (Y-Axis) is the amount of the selected audience that like the specified page. Higher up represents a larger proportion of selected audience.
- The size of each bubble represents the page size on Facebook. Larger bubbles represent larger audiences on facebook including those not within the targeted segment.
Location#
| Cities | Selected Audience | Compare to Facebook Avg. |
|---|---|---|
| Toronto, Ontario, Canada | 2% | +113% |
| New York, New York, United States | 2% | +23% |
| Los Angeles County, California, United States | 1% | +10% |
| Montreal, Quebec, Canada | 0.9% | +50% |
| Los Angeles, California, United States | 0.8% | +33% |
| Calgary, Alberta, Canada | 0.7% | +133% |
| Edmonton, Alberta, Canada | 0.6% | +200% |
| Vancouver, British Columbia, Canada | 0.6% | +200% |
| Chicago, Illinois, United States | 0.6% | +20% |
| Manhattan, New York, United States | 0.6% | +50% |
| Country | Selected | Facebook Avg. | Compare to Facebook Avg. |
|---|---|---|---|
| Canada | 18% | 10% | +78% |
| United States of America | 82% | 90 | -9% |
Activity#
Frequency of Activities
| Metric | Selected | ± | Affinity* | |
|---|---|---|---|---|
| Pages Liked | 1 | 2 | 1 | 2x |
| Comments | 8 | 16 | 8 | 2x |
| Posts Liked | 13 | 27 | 14 | 2.08x |
| Posts Shared | 2 | 3 | 1 | 1.5x |
| Promotions Redeemed | 1 | 1 | 0 | 1x |
| Ads Clicked | 16 | 35 | 19 | 2.19x |
Device Usage by Category
| Category | Selected | ± | Affinity* | |
|---|---|---|---|---|
| Desktop Only | 3.3% | 0.6% | -2.7% | 0.18x |
| Desktop & Mobile | 32.1% | 45.4% | 13.3% | 1.41x |
| Mobile Only | 64.6% | 54% | -9.4% | 0.84x |
Device Usage by Device
| Device | Selected | ± | Affinity* | |
|---|---|---|---|---|
| Computer | 7.3% | 1.8% | -6.8% | 0.25x |
| iPhone/iPod | 44.8% | 54.3% | 18.2% | 1.21x |
| iPad | 0.3% | 0% | -0.3% | 0x |
| Android | 42.1% | 42.2% | -6.1% | 1x |
| Blackberry | 0% | 0% | 0% | 0x |
| Mobile Web | 5.5% | 1.6% | -4.7% | 0.29x |
| Feature Phone | 0% | 0% | 0% | 0x |
| Unknown | 0% | 0% | 0% | 0x |
*Rounded up to the hundredth decimal place
Insights and Notes from the Data#
Selected audience in the USA and Canada between the ages of 25-54, interested in digital marketing. This is a very broadly focused audience to help to tune job position titles and geographical targeting.
- Demographics
- Gender balanced audience with 47% female and 53% male in the sample.
- The 4 largest audiences of job titles (Administrative Services, Sales, Management, and Production) all have representative audiences as large or larger than the average facebook audience.
- 28%+ of the selected audience has experience in Management, Sales, and Administrative Services jobs.
- Page Likes
- Public figures to examine for this audience: Gary Vaynerchuk, Robery Kiyosaki, Tim Ferriss, Tony Robbins, Dave Ramsey, Trent Shelton
- News sites to examine for this audience: SUCCESS Magazine, and Entrepreneur, DigitalMarketer, Business Insider
- eCommerce retail sites to examine for this audience: IKEA, Groupon
- eCommerce niche sites to examine for this audience: Dollar Shave Club
- Blog websites to examine for this audience: Goalcast
- Gary Vaynerchuk is the 2nd most relevant in the niche with the largest selected and the 87th largest facebook audience of the top 100 relevant pages.
- Location
- Edmonton and Vancouver residents are 2x more likely to be interested in digital marketing.
- Atlanta, and Calgary residents are 1.3x more likely to be interested in digital marketing.
- Activity
- 2x more pages liked over the lifetime of the account.
- 2x more likely to comment, like, and click ads.
- 1.5x more likely to share posts.
- 45% use both desktop and mobile for facebook.
- 54% mobile only usage for facebook.
- 54% iPhone/iPod used for facebook.
Articles#
Resources#
Research Methods#
Surveys, experiments, and observation of target audiences in varying channels.
Surveys via SurveyMonkey#
Survey 1: Consumer Behaviour ( Online Habits and Preferences )#
Question:
Expected Response:
Actual Response:
Notes:
Sampling Plan#
Selective, and hopefully, representative sampling focused on reliability of data and methodical testing using statistically appropriate methods.
Schedule and Cost of Research#
Time and cost based analysis of the research tasks, analysis, and marketing actions required to meaningfully interpret and implement impactful solutions.
Data Collection and Analysis#
Aim to minimize errors and maintain focus on the core research problems and informational value to current and future decision makers.
Conclusions and report#
Review the analysis of the data to interpret the information and its relevancy to the core business and marketing goals driving the consumer action.