With users’ and marketers’ interests in mind, EBM builds actionable data by capturing user content consumption habits and creating user personas with in-depth data (vs. standard demographics). Promotions driven by behavioral data outperform promotions driven by traditional demographic data by 50%.
Users are able to define their content preferences, and content related to created personas is recommended on the website and to their inboxes. Editorial teams are provided with in-depth insights about their audience profiles, content consumption habits, preferences, etc.
EBM provides this audience insight to its marketing customers in a visual way that showcases not just audience
demographics and reach, but a layer down on what is trending, topics of viewed content and some of the top viewed webinars. This storytelling guides customers using EBM’s marketing solutions programs, showing them where to focus their content marketing or educational programs based on their target personas.
Endeavor’s CDP enables content to be adjusted based on
up-to-the-minute user behavior which leads to more engagement and longer view times.
As a Group Publisher, Matt said he hears a lot of customer expectations around Account Based Marketing. “Some customers want leads from specific companies or professionals, and those are often difficult to deliver,” said Matt. “But we can create “look-alike” personas that match a customers’ target audience and
provide them with more qualified leads than they expected. That’s just one of the benefits of our model.”
