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The Ultimate Guide to Seasonal Audience Data 2021
What is Seasonal Audience Data?
The world is controlled by seasonal changes that can range from environment patterns to holiday patterns across the globe. When looked through the lens of consumer perspective, seasonal changes have a direct bearing on the moods and spending patterns of consumers. As such, marketers ought to capture these seasonal patterns data and use them to coin marketing strategies that will ensure maximum sales for every season. This data, therefore, offers marketers the chance to see the changes in purchasing habits based on the activities that consumers participate in.
How is Seasonal Audience Data collected?
Seasonal audience data is collected through forecasting. Forecasting is grounded in the fact that seasonality is a sporadic variability that frequently ensues in a predictable pattern founded on a certain season, quarter, or month. It is therefore easier for a user to forecast by use of the recurrent patterns. Seasonal audience data is also collected keeping a keen eye on the search trends on search engines such as Google and through scouring of websites, blogs, online forums, and discussion boards. There are also prominent tools and analytics systems that are used to collect seasonal audience data such as Google Trends and Google Adwords.
What are the attributes of Seasonal Audience Data?
The key attribute of seasonal audience data is that the information shows details concerning the seasons for which the audiences ought to be targeted for marketing purposes. These seasons include:
• Spring season whose holidays are Easter, April Fool’s Day, Earth Day, Mother’s Day, Teacher’s Day, Memorial Day, and Father’s Day. The events and themes that characterize this season are Spring Weather, Spring Cleaning, Spring Sports. Green Initiatives and Bright Color Schemes are common in Spring-time marketing campaigns.
• Summer season – holidays include Flag day, Independence Day, and Labor Day.
• Fall – holidays include Halloween, Veterans Day, Thanksgiving, Black Friday, and Cyber Monday.
• Winter – holidays are Hanukkah, Christmas, New Year’s Eve/Day, Valentine’s Day, President’s Day, and Chinese New Year.
What are the uses of Seasonal Audience Data?
Marketers use seasonal audience data for better audience targeting as a marketing strategy. From the various seasonal segments, seasonal audience data gives marketers the chance to build an audience for each given day to help them meet marketing campaign goals that will ensure awareness is driven to the maximum. This can lead to an increase in in-store traffic resulting in the number of conversions for businesses. Seasonal audience data also ensures that businesses align their marketing budgetary needs according to the seasonal changes. This is because, without the proper financial backing, businesses may not gain meaningful visibility in their target audience at a time when everyone else is striving to have a piece of the seasonal audience pie.
How can a user assess the quality of Seasonal Audience Data?
Time is the most critical quality aspect of audience data. When assessing the quality of this data, users/marketers should keep this in mind. Furthermore, when studying consumer patterns during a given season, it is important that the users of seasonal audience data carefully consider the level of validity and completeness of the data just to ensure that all the variables that are most likely to influence business decisions are accounted for.
Who are the best Seasonal Audience Data providers?
Finding the right Seasonal Audience Data provider for you really depends on your unique use case and data requirements, including budget and geographical coverage. Popular Seasonal Audience Data providers that you might want to buy Seasonal Audience Data from are Acxiom, Weather Source, adsquare Data Alliance, DataXpand, and Kantar Shopcom.
How can I get Seasonal Audience Data?
You can get Seasonal Audience Data via a range of delivery methods - the right one for you depends on your use case. For example, historical Seasonal Audience Data is usually available to download in bulk and delivered using an S3 bucket. On the other hand, if your use case is time-critical, you can buy real-time Seasonal Audience Data APIs, feeds and streams to download the most up-to-date intelligence.
What are similar data types to Seasonal Audience Data?
Seasonal Audience Data is similar to In-Market Audience Data, Third-Party Audience Data, Interest-based Audience Data, Custom Audience Data, and Second-Party Audience Data. These data categories are commonly used for Advertising and Seasonal Audience Data analytics.