Online audience distribution and duplication

Michael Zeman

The research described in this paper provides a new look at how consumer behavior insights can be utilized to maximize the effectiveness of an online media plan.

Online Audience Distribution And Duplication

A new perspective on consumer behavior in tactical media planning

Michael ZemanStarcom IP

Demographics. Psychographics. Lifestyle Data. Media Habits. A sound media plan incorporates all of these things. After all, without really knowing who your consumer is, it is extremely difficult to know how best to reach them. Although media planners are typically meticulous in determining who their online audience is, there is all too often one giant stone that is left unturned: How and why these consumers use a given site or sitecategory. This paper addresses how the incorporation of these insights can...

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