The Solution
Comscore utilized its cross-platform Plan Metrix product, offering critical insights into behavioral and attitudinal targets across desktop and mobile. This enabled Dexerto to develop a detailed persona beyond demographics, tailoring strategies to better engage their target audience on their site.
Report Setup
Utilize contextual targeting based on advance behavioral interests within the reporting phase, focusing on character profiles to refine strategic insights.
Analyze the Landscape
Start by uncovering the core interest of the target audience. Then examine how advanced audiences engage with various brands, sites, and industries to identify what drives their engagement. Focus on understanding their behaviors and preferences, particularly within the context of Dexerto’s site interactions, to develop nuanced character profiles.
Execute Strategy
Execute a strategy that reflects Dexerto’s persona insights. Tailor content and messaging to resonate with the audience’s specific characteristics and interests, aiming to drive engagement effectively across all marketing channels.