Moneysupermarket is among the first brands to use a new proposition that lets brands unite audience data with search strategies to boost overall marketing performance and targeting.
The service, called Marin Audience Connect, has been formed following a tie-up between Marin Software and BlueKai, and is aimed at helping marketers unlock the potential of their first and third-party audience data by marrying it with keyword insights.
The move means advertisers can customise and optimise bidding by specific audiences for search campaigns as well as display, video, analytics, native advertising and site optimisation.
First-party data is classed as site, offline, social, mobile, and analytics data, while third-party data represents over 40,000 attributes of audience data across 400 million profiles of purchase intent, demographic and behavioural data, and search data comprising keywords, cost, conversion and revenue, across the Marin Software and BlueKai platform.
Using the new service, marketers can bid on search-based audience segments. This involves combining BlueKai audience data with Marin’s goal-based bidding algorithm to help maximise conversions of audiences have higher customer lifetime value for example.
Marin Audience Connect lets advertisers create audience segments based on intent data and activity generated by search marketing campaigns and then use it to inform all other marketing including display, video and mobile and social, which can boost the relevancy of their Facebook ad campaign targeting, according to Marin Software.
Moneysupermarket, which already works with BlueKai to house and manage its first-party data, is among the first to use the new service.
Darren Bentley, head of performance media, at Moneysupermarket, said the brand is “keenly focused” on establishing a data-driven marketing strategy that crosses all marketing programs.
“The partnership between BlueKai and Marin will help us unify our core audience data assets with what we’ve learned in the search world, enabling us to take meaningful marketing action and cohesive messaging across all channels to drive the highest ROI,” he said.
Marin Software’s CMO matt Ackley said keywords have traditionally served marketing well as a proxy for consumer purchase intent, but used alone tell an “incomplete” story.
“By combining keywords with detailed audience data, marketers gain unprecedented insights that allow them to identify and target customers with the highest lifetime value,” he said.
Moneysupermarket began ring-fencing its data earlier this year by building a private trading desk as part of its ongoing plans to drive data monetisation and maintain control of its first-party data, as previously revealed by The Drum.