targetz
targetz™ is a digital advertising service grounded in a database marketing backend. The backend houses high value prospects and customers for segmentation and selection. It is compliant with important data privacy standards and regulations such as HIPAA and GDPR.
How it Works
1
We work closely with you to define the goals of the campaign. Careful attention is given to recruiting high value sources of contact data.
2
First, second and third party contact data are extracted, transformed and loaded to a siloed database along with attributes derived on-the-fly.
3
Selection criteria are chosen from attributes such as demographics, interests, behavior and derived fields to select audience targets.
4
Finally, target lists are created and transferred to our partner adtech platforms for identity resolution and activation for digital advertising.
Reach high value prospects—20% to 30% less cost
Reaching high value audiences, healthcare providers, business executives and others, can come at significant cost. Marketers paying unnecessarily high CPMs to message “hard-to-reach” prospects has become the expectation. With targetz™, you reach audiences at media costs significantly less than leading providers.
Sources of Data We Use
First-Party
Proprietary data collected and stored directly by you as a result of prospect and customer activity
Retargeting data | CRM
Second-Party
Another organization’s first-party data provided to you through public or private arrangements
NPI Registry | SEC Edgar
Third-Party
Data collected by outside entities from multiple sources not having a direct relationship to you
TruAudience | zoominfo
A Few Use Cases
Reaching HCPs with Digital Advertising
When used to reach healthcare professionals, targetz™ is a fully-managed audience segmentation and digital advertising solution designed to precisely target and reach healthcare providers for a portion of the cost charged by many specialized programmatic display advertising providers.
Our HCP database contains more than 7 million healthcare providers from which target lists are created using various select criteria including more than 800 taxonomy codes identifying healthcare providers by specialty area allowing you to pinpoint your targets.
RFM Analysis with First-Party Data
RFM (recency, frequency, monetary) analysis is a data-driven customer segmentation technique that evaluates three key behavioral dimensions: how recently a customer made a purchase (recency), how often they purchase (frequency) and how much they spend (monetary). Using targetz™ to score customers across these metrics, we identify your most valuable segments.
This segmentation allows us to match marketing investment with customer value resulting in improved campaign ROI, reduced waste in marketing spend and more relevant customer experiences.
Frequently Asked Questions
Why is your pricing more affordable for reaching high value audiences?
The reality is that programmatic platforms charge premium CPMs to reach specialized audiences such as HCPs not because the underlying data is expensive or hard to obtain, but because these platforms have positioned themselves as “specialized experts.” Many marketers don’t realize how accessible and clean the source data actually is in many cases and simply relent to a higher cost solution.
What are examples of data sources you use to create target lists for programmatic display?
We source our data from publicly available sources as much as possible. For example, we source healthcare provider data from the NPI (National Provider Identifier) database which is managed by NPPES. NPPES is operated by Centers for Medicare and Medicaid Services. The data is updated weekly and made available at no cost. We also source business leaders and company data from the SEC EDGAR database. This data is legally required to be accurate and up to date. The SEC EDGAR data is also publicly available at no cost. When enhanced with other data sources and data derivation algorithms, targetz™ is able to extract targeted prospect lists for activation in programmatic display.
What is zero-party data?
Zero-party data is information that a customer intentionally and proactively shares with a company, such as preferences, purchase intentions, or personal context, rather than data that’s collected through tracking or observation. Some marketers question its validity and purpose as a separate data category and choose to categorize it as first-party data.
How quickly can you plan, organize and execute a programmatic display advertising campaign?
With targetz™ we often plan and execute programmatic display ad campaigns within a matter of days, depending on the complexity and specific requirements of the campaign. We promptly analyze your goals, target audience and success criteria to develop a tailored strategy. We create campaign assets, then launch the campaign to deliver effective results.
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