Audience Analysis

IDENTIFYING THE RIGHT AUDIENCE

Concept

 Audience analysis is the research of demographics, language, location,

preferences, interests, and other metrics within a group. It is then analyzed to
provide useful and actionable consumer insights for a brand in the form of
buyer personas.
Why audience analysis?

 Marketing funnel
 Visibility of the work
 Maintain credibility
 Cut your cost and time
 Known and unknown audience
 Improving on convention
Where does your data come from?

 Google analytics
 In market segments
 Affiliation
 Social media insights
Consolidating your audience

Now that you’ve collected your data, it’s sitting in PDFs, powerpoints, screenshots –
a maybe if you’re really old school you’ve even printed it out.
How do you deal with this mess of information? How do you begin to see the bigger
picture?
Bring all your social media data into one place so you can view it holistically and
really dive into the data.
Once you have a full view of where you stand, you can get to work refining your
content plan to more effectively engage with your audience.
Making your data work for you

 Lower your targeting cost

 Improve ROI
 Know what content to produce
 Improve loyalty and retention
 Discover niche audience segments
 Gain a competitive edge
Factors of audience analysis

 Audience expectation
 Knowledge of the topic
 Attitude towards the topic
 Audience size
 Demographics
 Settings
 Voluntariness
 Egocentrism