From Insight To Action

Here's something most analytics platforms can't do.

 

Once you've found an audience worth caring about, you can act on it. Without leaving the platform.

 

Start in Audience Explorer. Filter to the audience you want. Maybe it's everyone who visited a community in the last 90 days who's currently renting. Maybe it's everyone who came in from a grand opening UTM. Maybe it's a custom slice you've been thinking about for weeks.

 

Save it. Give it a clear name. Community, campaign, month, year. Future-you will thank you.

 

Then click Target On. You have two options.

 

Option one: Meta retargeting. We send the audience to your Meta ad account on a rolling basis. As new households enter that audience definition on your site, they get added to your Meta custom audience automatically. You build the retargeting campaign in Meta as usual.

 

One thing to know. Meta has its own matching logic. They take the households you send and try to find profiles. If you send a small audience, fewer than a couple thousand, you'll burn through impressions on the same people fast. Your ad performance will suffer. So plan accordingly.

 

Option two: direct mail. We can print and mail a postcard to the households in your audience. You upload your creative, front and back. Drop in a QR code we'll personalize per household. Pick a start date. We'll print and mail through USPS first class.

 

Two things to know about direct mail.

 

First, your start date is when printing starts, not when the postcard lands. Add about seven business days for delivery. Second, suppression lists exist for a reason. Use one before your first send.

 

The whole loop is: find an audience worth acting on, save it, pick a channel, activate. Same data you used to diagnose the problem, same data you use to solve it.

 

In the last lesson, we'll talk about how to use this data to make your case internally.