The Marketer’s Guide to Audience Modeling

The Marketer’s Guide to Audience Modeling

Marketers are surrounded by predictive modeling and machine learning that helps shape the audiences included in their campaigns.

Predictive modeling is informing audience selection just about everywhere. Whether it’s audience recommendations in marketing automation platforms, underlying algorithm(s) powering campaigns in DSPs, or a 1st party data look-alike modeling feature.

While a marketer doesn’t have much control over the stock algorithms or modeling capabilities within their platforms, they do have a say once they start entertaining custom audience solutions. And it wasn’t until recently that anyone outside of analytics-related roles really questioned the specifics of their modeled solutions.

Marketers upping their analytic game will help with solution evaluation, foster more strategic discussions with a broader group of teams, and drive better results.

This guide provides the foundation for a deeper understanding of custom audience modeling.

A Quick Look Back at 2021 Product & Solution Updates

A Quick Look Back at 2021 Product & Solution Updates

A lot happened at Alliant over the past year. Here are some quick highlights to help you and your business take full advantage of DataHub Membership!

  1. Reaching quality consumers across all channels is foundational for marketers so we released 350+ new Brand Propensity audiences built from activity across 175MM credit and bank cards
  2. Data collaboration is an integral component of a holistic strategy going forward, so we’ve extended our own collaborative environment through integrations with platforms like Snowflake, AWS Data Exchange and Karlsgate
  3. Connected TV (CTV) viewership has surpassed traditional TV, so we expanded audience distribution with leading CTV platforms like Cadent
  4. Third-party cookies are going away in 2023, so we future proofed the DataHub identity map with refined hygiene rules for hashed email and IP and integrated with leading unique ID frameworks such as UID2.0 and RampID (check out our webinar on how to prepare for the cookie-less future)
  5. The marketing landscape is changing faster than ever so we published 40+ new pieces of content across the quarterly Member newsletter, the Alliant blog and industry publications to help Members develop, activate and refine multichannel data strategies
  6. Data quality matters to all of us so we completed the first full year of partnership with Truthset, adding new data sets for quarterly scoring and improving Alliant Audiences based on report results
  7. Marketers need to have confidence in their partners, so we’ve continued our commitment to transparency and trust with renewed certifications for SOC 2 and IAB Tech Lab Data Transparency
  8. DataHub Members require fast and forward-thinking solutions, so we made significant upgrades to our technology stack that enables our data scientists to leverage even more data with the latest machine learning methodologies

If you’d like to learn more about any of the 2021 updates, or what we have in store for 2022, please reach out to your account manager!

Snippets

A selection of current happenings and news items from Alliant that may be of interest to our Members.

As a member of the AI and Machine Learning working group, VP of Data Science Malcolm Houtz joined industry peers as a contributor to the IAB’s latest report Understanding Bias in AI for Marketing. He also offered his insight in a live panel discussion focused on establishing frameworks for better AI solutions.

Clara Barnett, Project Manager of Sales Operations Improvement, was presented with the 2021 Young Professional Award from the Hudson Valley Direct Marketing Association. Alliant is proud to recognize Clara for her contributions to the marketing community and our organization.

Donna Hamilton, SVP of Data Strategy, was named a 2021 DMCNY Silver Apples honoree this year. As a member of the leadership team, Donna drives growth and marketer success by supporting Alliant’s sales, product, and analytics teams with innovative data solutions. We congratulate Donna on this well-deserved recognition!

Alliant’s President & CEO, JoAnne Monfradi Dunn, was a judge for the 2021 AdExchanger Awards at AdExchanger’s Programmatic I/O conference in October. JoAnne brought her unique perspective and extensive industry knowledge to the panel. We look forward to what 2022 brings in marketing innovation!

Snippets

A selection of current happenings and news items from Alliant that may be of interest to our Members.

Alliant Joins Unified ID 2.0

Alliant partners with The Trade Desk and other industry leaders collaborating to make an open source alternative to third party cookies, a reality. Learn more in this press release.

Brand-Specific Audiences Just Got Better

350 new syndicated brand propensity audiences launched this month.  Explore the taxonomy or build stronger brand-specific custom audiences leveraging detailed credit and bank card transactions. Learn more about custom audiences.

Alliant in the News

Advertisers, do you know where your audiences come from? Addressing these barriers will create improved data strategy and much more.

The DataHub saw a 57% YoY increase in new customers across email, internet, radio and TV channels, and they placed 82% more orders than in the prior year. See what else we uncovered.

The ad world is laser-focused on data, this is the time for brands to (re)build accurate data dictionaries. See why here.

Snippets

A selection of current happenings and news items from Alliant that may be of interest to our Members.

Data Quality

In late 2020 Alliant participated in the Q4 2020 Data Quality Truthscore release with Truthset, where they assessed the quality of our data (spoiler alert: they had great findings!). Learn more about Truthset and the results in a recent blog.

We Miss You!

Alliant is a proud sponsor of the 2021 NEMOA Virtual Spring Summit! Feel free to stop by our booth or catch up with our Sales team at Alliant’s roundtable discussion, we’d love to say hi. Check out our full event lineup here.

Alliant in the News

Alliant CEO, JoAnne Monfradi Dunn shares pandemic trends that are here to stay – flexible ad strategy, creative efficiency and more.

According to Winterberry Group’s latest research, harnessing a collaborative data strategy provides brand marketers a competitive advantage. Go deeper into data cooperatives, their benefits and more in our recent article featured on Digiday.