Which people or businesses could become new customers? What characterises your existing customers? And which target audiences or markets offer additional potential?
A thorough target audience analysis helps answer these questions. It provides the foundation for more precise address selection, suitable advertising activities and cost-effective use of your marketing budget.
We support you with customer and prospect analyses, scoring methods, and geographical and market-related evaluations – tailored to your B2B or B2C requirements.
What are the benefits of target audience analysis?
Not every person or business is equally relevant to an offer.
Target audience analyses examine the characteristics of existing or potential customers and identify what they have in common.
Depending on the available data, this can include demographic, geographical, economic or behavioural characteristics.
The findings help describe target audiences more precisely, assess market potential and derive suitable selection criteria for customer acquisition.
Our analysis methods at a glance
Customer and prospect profile analysis
Which characteristics do your existing customers share? And what differences are there between individual customer groups?
A customer profile analysis examines existing customer or prospect data using suitable characteristics.
Depending on the task and data availability, the analysis can be supplemented with additional market or structural information.
The findings help describe relevant target audiences and can provide a basis for finding similar potential new customers.
Target audience scoring
Scoring methods assess data records using selected characteristics and statistical relationships.
One approach is to analyse the characteristics of existing customers and compare them with those of potential new customers.
On this basis, target audiences can be assessed and prioritised according to their modelled similarity or suitability for a particular campaign.
A high score does not guarantee a response or purchase. It provides an additional basis for decisions about target audience selection.
Geographical analysis and geomarketing
Where are promising target audiences located? Which regions have suitable market and population profiles?
Geographical analyses combine spatial information with available market and target audience data.
Depending on the question, factors such as purchasing power, household composition, population characteristics or regional potential can be examined.
This allows market areas to be compared and suitable geographical priorities for customer acquisition to be identified.
Target audience profiles based on market and media data
Businesses do not always have enough customer data of their own for a detailed analysis.
In such cases, available market and media studies can provide a supplementary basis.
For example, they provide information about the sociodemographic characteristics, interests, consumer behaviour and media usage of particular target audiences.
This information can be used to develop target audience profiles that offer initial guidance for communication and media selection.
Possible data sources include the market and media study best for planning (b4p), provided the relevant data is available.
Market and country analyses for new sales markets
Businesses need additional market information when entering new geographical markets or expanding existing activities internationally.
We support the analysis of selected countries and markets to help assess their conditions and potential for customer acquisition.
Assess market attractiveness
Depending on the industry and business model, the following factors can be considered:
- Population trends and purchasing power
- Economic development and inflation
- E-commerce and consumer behaviour
- Media usage and available advertising channels
- Market size and competitive landscape
Consider market entry barriers
In addition to market potential, practical and legal conditions can be relevant to planning.
These include language considerations, delivery and payment options, data protection requirements and country-specific conditions for data processing.
The criteria examined are selected according to your target market and the task at hand.
From analysis to target audience selection
An analysis is particularly useful when its findings inform concrete marketing decisions.
The insights gained can be used to develop target audience profiles, selection criteria or regional priorities.
These provide a basis for selecting suitable address lists and advertising channels.
Which characteristics can actually be used for a campaign depends on the available data, the relevant usage rights and the legal framework.
Related services:
Let’s analyse your target audience potential
Would you like to understand your existing customers better, identify new target audiences or assess the potential of particular markets?
We discuss which questions are relevant and which analysis methods and data sources are suitable for your project.
Frequently asked questions about target audience analysis
Target audience analysis examines the characteristics, similarities and differences of existing or potential customers. It helps businesses identify suitable target audiences and plan marketing activities on a more informed basis.
That depends on the question being investigated. Possible sources include existing customer or prospect data, along with available market, structural and geographical data.
Yes. Market and media studies and other available data sources can be used to describe target audiences and make an initial assessment of their potential. The strength of the findings depends on the underlying data.
Target audience scoring assesses data records using selected characteristics and statistical models. The results can help prioritise potential target audiences for a campaign.
Target audience analysis examines the characteristics and potential of customer groups. Geomarketing adds geographical information to this assessment, for example to select suitable market areas or advertising territories.
