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Unlocking Growth: Mastering Micro Audience Targeting with Ross Schwaber at MAU '24

By SCUBA Insights

At this year's Mobile Apps Unlocked (MAU) conference, attendees were treated to a masterclass in growth strategy led by none other than our very own Ross Schwaber, Senior Vice President of Solutions at SCUBA. 


Ross's session, titled "Micro Audience Targeting for Growth," delved deep into the strategies and technologies that drive user growth and retention through precise audience segmentation and data-driven insights.


So, if you missed out on the session, don't fret. Consider this your crash course in growth hacking 101. 


Emphasizing Audience Segmentation in Data Strategy

Ross kicked off his talk by reminiscing about his days at Bleacher Report. Now, this wasn't your average stroll down memory lane—it was more like a deep dive into the evolution of digital platforms. Bleacher Report wasn't satisfied with being just another content hub; they wanted to shake things up, to really connect with their audience on a whole new level.


The transition from a content-driven site to a dynamic platform? It was a game-changer, no doubt. But what made it truly remarkable was the emphasis they placed on audience segmentation. It wasn't just about switching up how they delivered content; it was about understanding their users in a whole new light.


Enter the scene: Customer Data Platforms (CDPs). These tools weren't just fancy gadgets; they were the key to unlocking deeper insights into user behavior. With CDPs in play, Bleacher Report wasn't just scratching the surface of data; they were diving deep, uncovering micro-segments that revealed the unique quirks and preferences of their audience.


Yet, even with a CDP, Bleacher Report still couldn’t integrate real-time data and access in-the-moment insights. Plus, CDPs notoriously require significant manual effort and technical expertise to operate.


And then came SCUBA, the icing on the cake, taking Bleacher Report’s data strategy to unprecedented levels. With our platform in their toolkit, they took audience segmentation to a whole new level, turning data analysis into an art form. It was like painting with a fine brush, uncovering nuances and patterns that would have otherwise gone unnoticed.


So, what's the moral of the story? Simple: in the Wild West of digital media, you gotta do more than just shoot from the hip. You need to dive deep, get your hands dirty, and embrace the wild world of audience segmentation. 

Leveraging Time Series Data and Tagged Data for Deeper Segmentation

At the core of Ross's approach was harnessing the power of time series data, offering a chronological perspective into user interactions within the app. This data wasn't just raw numbers; it was infused with tagged data, providing insights into the why behind the what.


For instance, let's say a user is a die-hard sports fan. By analyzing their engagement patterns with specific sports content over time, the team could deliver tailored content recommendations and notifications that hit the mark every time. This level of audience segmentation wasn't just about delivering content; it was about crafting personalized experiences that resonated with users on a deeper level, ultimately leading to a significant boost in engagement.

Navigating the Shift Away from Third-Party Cookies

Ross’s presentation didn't skirt around the issue: the impending demise of third-party cookies was front and center. But instead of hitting the panic button, Ross took a pragmatic approach, highlighting the shift towards first- and second-party data.


He stressed the importance of building strong partnerships and tapping into proprietary data to maintain effective audience segmentation while respecting user privacy and meeting regulatory requirements.


By emphasizing these strategies, Ross demonstrated that even without the crutch of third-party data, precise targeting, and campaign performance could still thrive. It's all about adaptation and making the most of the tools at hand.

Case Studies: Real-World Impact of Audience Segmentation

Ross also shared some real-life success stories straight from his days at Bleacher Report. One standout strategy? Integrating SCUBA with marketing automation heavyweights like Braze to deliver targeted prompts in real time, all based on a deep dive into user data.


Instead of bombarding users with generic messages, they were served up with personalized interactions tailored to their every whim and fancy. It's like having a personal concierge for your app, guiding users along a journey that feels tailor-made just for them.


But it didn't stop there. These strategies didn't just boost user satisfaction—they were revenue machines, optimizing ad placements and content recommendations to maximize the bottom line.


Through the power of effective audience segmentation, Ross showed us that it's not just about reaching users; it's about reaching them in a way that resonates on a personal level. And with these case studies as proof, it's clear that personalized user journeys aren't just the way of the future—they're the way to win big in the here and now.

Final Thoughts

As Ross wrapped up, he drove home a crucial point: Investing in top-notch data infrastructure and analytics tools isn't just a good idea—it's the secret sauce to unlocking the future of digital marketing and user engagement. 


Take a cue from Ross’s playbook and dive into the world of micro-audience targeting today. Let's elevate your user engagement to new heights—get started now!


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