Unleashing the Power of Custom Audiences
Reaching the right audience with precision is more important than ever. Here, we explore how custom audiences and advanced analytics are revolutionizing targeted marketing, helping businesses optimize their advertising spend while increasing conversions.
05/5/2025
By Jimmy Yi, SVP, Analytics, Insights, & Strategy at Allant
Why Custom Audiences Matter
Traditional audience targeting often relies on broad demographic categories and outdated data sources. This results in wasted ad spend and missed opportunities. Custom audiences, on the other hand, allow marketers to leverage first-party data, intent signals, and predictive analytics to create highly personalized outreach strategies.
How We Create Custom Audiences
Allant’s approach begins with data ingestion and augmentation. By leveraging proprietary matching technology, we unify first-party data with billions of linked consumer IDs across thousands of attributes. This allows us to identify key interest and intent signals, providing a comprehensive view of each customer.
Some of the most impactful data sources include:
- Life event data – Identifying key moments like marriage, relocation, or new homeownership that indicate purchase intent.
- Purchase data – Tracking transactional behavior to understand brand preferences and spending patterns.
- Online intent signals – Capturing real-time digital behaviors to determine customer interests and engagement levels.
Case Study: Transforming Marketing
A premium golf club-fitting company faced challenges in refining its audience targeting. Through our data-driven approach, we:
- Identified underrepresented segments, such as younger, high-income singles.
- Built predictive models to target true golf enthusiasts, not just casual browsers.
- Improved first-purchase revenue by 30%, demonstrating the power of precise audience selection.
- The most recent 8-weeks generated the highest revenue in the company’s history.
Expanding Addressable Markets
We applied our methodology to an email marketing and programmatic advertising campaigns for a major player in the prepaid mobile industry. By analyzing competitor brand shoppers and optimizing audience segments, we:
- Expanded the total addressable market from 21 million to 44 million.
- Increased Q3 campaign conversions by 33%, generating nearly $450,000 in additional revenue.
- Reduced cost-per-acquisition significantly by focusing on high-intent shoppers.
What Sets Allant’s Approach Apart?
Unlike traditional marketing agencies, we don’t rely on broad audience segments or generic third-party data. Our proprietary matching and analytics process enables us to:
- Accurately stitch together disparate data sources to create a single, unified customer view.
- Leverage AI/ML predictive modeling to identify high-value prospects.
- Optimize omni-channel campaigns by syndicating custom audiences across digital and direct marketing channels.
Final Thoughts
The future of marketing is personalized, data-driven, and results-focused. By embracing advanced audience targeting, businesses can reduce wasted spend, improve customer acquisition, and drive meaningful revenue growth.
What Allant to find and activate net-new audiences and discover hidden opportunities? Contact Us!