DATABASE MANAGEMENT
Platform SERVICES
Upload customer records to validate and standardize data, append demographics, create lookalikes, model buyer personas, and target active audiences
Schedule a meeting with a data management specialist to create a roadmap for success.
MEET VIA Database Management PLATFORM
Modern database management is the backbone of successful marketing campaigns. VIA empowers business departments to streamline processes, enhance audience targeting, and amplify campaign performance. With VIA, marketers can leverage essential tools such as record organization, data standardization, insight visualization, value appending, lookalike audience creation, and customer persona modeling. VIA active audiences (beta) enable simultaneous targeting across advertising platforms and cold email broadcasts, maximizing advertising impact and return on investment.
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Organize Data for Strong Campaigns
VIA is a robust database management platform that empowers users to upload, standardize, and clean marketing databases, ensuring data is accurate and actionable. This process eliminates duplicates, corrects inconsistencies, and organizes records, laying a solid foundation for targeted advertising campaigns that drive better results.
Enhance Records with Data Insights
VIA can append customer records with updated emails, phones, and mailing addresses, along with hundreds of demographic, interest, and behavioral data points. Enriched data enables marketers to develop deeper customer insights, craft highly personalized campaigns, and connect with audiences in meaningful ways.
Expand Reach By Targeting Lookalike Audiences
By creating customer lookalike audiences, VIA helps marketers scale campaigns to reach individuals who are likely to engage and convert. Lookalike audience targeting extends the reach of advertising efforts while maintaining high relevance and effectiveness.
Model Buyer Personas and Tailor Advertising Content
Using demographic, interest, and purchase history data, VIA provides insights and recommendations to model precise buyer personas. This allows marketers to create tailored advertising campaigns that resonate with specific audience segments, driving increased conversions and response rates.
Target Active Audiences (Beta) Across Ad Platforms and Email Broadcasts
VIA empowers marketers to target active audiences (beta) simultaneously across advertising platforms (Meta, Google, X and Linkedin) while deploying email broadcasts. This integrated approach lowers advertising costs, increases sales, and maximizes ROI by consolidating efforts into a single streamlined system.
Validate and Standardize Your Marketing Databases
Effective marketing campaigns start with clean, standardized, and validated data. By ensuring that mailing addresses, phone numbers, and email addresses are accurate, up-to-date, and formatted correctly, marketing departments can maximize the efficiency of their campaigns. Standardized and validated databases improve deliverability, reduce waste, and increase campaign response rates across direct mail, email broadcasts, and digital marketing efforts.
Schedule meeting with database marketing expert to discuss best practices for your business »
Turning Stagnant Data into Actionable Records
Database standardization involves reformatting and organizing marketing data to ensure consistency and usability. This process removes duplicates, corrects formatting errors, and aligns records with industry standards. By transforming stagnant or inconsistent data into actionable marketing assets, businesses can more effectively target their audience with relevant offers and improve campaign outcomes.
Critical NCOA Updates for Campaigns
National Change of Address (NCOA) update process ensures that mailing addresses in your database are current by cross referencing them with USPS change of address records. This significantly reduces returned mail, cuts down on postage costs, and improves response rates by ensuring that direct mail reaches recipients at the correct address.
Verify Phones to Match Platform Users and Send Texts
Phone verification is important for effective digital targeting and text message outreach. Verifying phone numbers ensures that mobile numbers in custom audience lists match platform users (Meta, Google, X and Linkedin) for online ads. Additionally phone verification is especially important for nonprofit and political organizations as they have TCPA permission to deploy unsolicited sms broadcasts to constituents.
Validate Emails to Grow Broadcasts and Response Rates
Email validation ensures that marketing databases are free of invalid or outdated addresses, improving deliverability and reducing bounce rates. A validated email list leads to higher open rates, better click through rates, and increased conversions. By ensuring emails reach active inboxes, businesses can drive leads and sales while maintaining a positive sender reputation.
Did You Know
The average American will change jobs every 4 years, move every 5 to 7 years, get a new email every 10 years, and change their mobile number once in their lifetime.
Data Insights Unlock Lookalike Audience Targeting
Lookalike audiences are created by analyzing key data points from existing customers, including demographics, wealth indicators, interests, and purchase histories. These insights allow marketers to identify and target new audiences who share similar characteristics, creating opportunities to expand reach and drive campaign success.
Optimized Targeting with Data-Driven Insights
Understanding customer data such as age, gender, income, hobbies, and past purchases enables marketers to define precise targeting parameters. These insights shape advertising strategies by informing campaign messaging, placement, and timing, ultimately improving engagement rates, conversions, and overall marketing results.
Seamless Multi Channel Activation of Lookalike Audiences
Lookalike audience databases can be connected as active audiences (beta) to be targeted across advertising platforms (Meta, Google, X, and LinkedIn). Additionally, these databases can be used for email broadcasting. This integrated approach ensures consistency in reaching potential customers across multiple touchpoints, amplifying marketing impact.
High Response Rates with Lookalike Audiences
Response rates of lookalike audiences often rival those of existing customers, as they are carefully modeled to mirror your best performing segments. In some cases, lookalike audiences can even outperform current customers due to their high relevance and readiness to engage. This makes lookalike audience targeting an invaluable asset for scaling marketing campaigns efficiently and cost effectively.
Did You Know
Lookalike audience typically refers to targeting the top 1% of individuals who most closely resemble a data source, meaning they share nearly the exact demographic parameters.
Append Demographic, Interest and Purchase Histories
Appending marketing databases with up to date contact details, demographic insights, wealth indicators, purchase history, current interests, and business data transforms basic customer records into comprehensive profiles. This enriched data enables marketers to create highly targeted campaigns that improve engagement, conversions, and ROI by reaching the right audience with the right message.
Enhanced Targeting with Validated Contact Details
Appending customer databases with validated emails, verified phone numbers, and NCOA-updated mailing addresses ensures accurate and effective communication. These enhancements reduce wasted resources, improve deliverability, and increase the success of advertising campaigns by keeping customer contact information current.
Deeper Insights with Demographic Data
Appending demographic data such as age, gender, marital status, ethnicity, religion, language, education level, veteran status, political affiliation, number of children, and life stage allows marketers to better understand their audience. This enables the creation of personalized campaigns that resonate deeply with specific customer segments, increasing relevance and response rates.
Precision Marketing with Wealth Indicators
Adding wealth related data such as home type and value, vehicle ownership, investment portfolio details, and donation history enables precision targeting for high value prospects. This is particularly beneficial for luxury brands, nonprofits, and financial services, helping marketers craft campaigns tailored to customers’ financial capabilities and philanthropic interests.
Qualify Prospects with Interest and Purchase History Data
Enriching databases with interest and purchase history data related to preferences including hobbies, sports, food, exercise, health, travel, and lifestyle enables marketers craft personalized campaigns. By leveraging hundreds of available data sets, brands can recommend products and services that align with customer needs.
B2B Success with Business Data Appending
Appending business data including job title, company size, revenues, and industry empowers marketers to execute highly targeted B2B campaigns. This information helps identify decision makers and tailor messaging to resonate with professional roles.
Pro Tip
Give each unique buyer persona a name that your marketing team can remember and get excited about.
Model and Reach Unique Customer Buyer Personas
Buyer personas are detailed profiles representing ideal customers based on demographics, interests, behaviors, and purchasing history. These personas are essential for any marketing department or company, as they serve as a guide to effectively connect with key audience segments. By defining and targeting buyer personas, companies can create personalized campaigns that resonate deeply, driving engagement, conversions, and brand loyalty.
Tailored Offers That Drive Emotional Responses
Buyer personas should be targeted with communication strategies tailored to unique preferences. This includes using specific videos, photos, and messaging that evoke an emotional response, along with relevant offers like discounts or promotions. Emotional resonance is key to inspiring action, converting potential customers into leads, and driving sales among specific types of individuals.
Unique Creative Strategies for Each Persona
Different buyer personas have varying communication preferences, purchasing power, and goals. Therefore, each persona should have a distinct set of creatives, budgets, and campaign objectives. For instance, a high income persona may respond better to luxury themed content and exclusive offers, while a value conscious persona might prefer straightforward messaging about affordability and savings.
Targeting Top Three Buyer Personas in a Vacation Service Advertising Campaign
This advertising campaign targets traveler data and delivers tailored content to three distinct buyer personas: Families, Retirees and Singles. By aligning messaging with each persona’s unique preferences and motivations, the campaign maximizes engagement, conversions, and ROI.
Buyer Persona 1: Family Getaway Fun
Campaigns feature cheerful imagery of families enjoying fun activities, with messaging about kid friendly amenities and discounts for group bookings.
Buyer Persona 2: Empty Nester Idyllic Cruise
Targeted with serene visuals of retired senior couples on luxurious cruises, emphasizing relaxation and exploration. Messaging highlights premium dining and exclusive perks.
Buyer Persona 3: Single and Ready to Mingle Adventures
Campaigns showcase exciting and adventurous young adult travel experiences with vibrant imagery. Messaging promotes meeting new people, thrilling excursions, and affordable packages for solo travelers.
Without data, you’re just another person with an opinion. – W. Edwards Deming
Active Audience Targeting Increases Performance
VIA active audiences (beta) enable seamless syncing of custom audience data—such as advanced demographics, wealth indicators, interests, and purchase histories—directly into Ad Manager accounts on platforms like Meta, Google, X (Twitter), and LinkedIn. Synced custom audiences allow for precise targeting and user matching.
Connect Active Audiences with Ad Manager Accounts
Active audiences (beta) can be connected with ad manager accounts and used as inclusion lists (to target qualified users), exclusion lists (to suppress unqualified users), and or layered on top of standard platform parameters (for advanced demographic targeting). Active audience targeting reduces wasted ad spend, lower cost-per-conversion, and improves sales performance by ensuring that campaigns focus on the most relevant, high-value prospects.
Supercharge Active Audiences with Email Broadcasts
Active audiences (beta) can be simultaneously targeted with cold email broadcasts in conjunction with tailored ads across marketing channels. Personalized email outreach messages reach inboxes and make it easy for individuals to respond to offers. Once messages have been delivered, recipient email data can then be safely integrated into CRM systems for nurture sequences and customer cultivation.
Active Audience (Beta) Targeting Strategies for Luxury Furniture Retail and Online Sales
By integrating active audiences (beta) with ad platform targeting strategies and sending email broadcasts, companies can shorten sales cycles, increase average purchase values, and maximize ROI. Here are a few active audience targeting proven strategies:
Active Audience Strategy 1: Inclusion List Targeting
Use a database of qualified homeowners as an inclusion list to directly target high potential buyers based home value and length of residence who are most likely to invest in high end furniture:
Home Value: $1,000,000 and up (Include)
Length of Residence: 15+ Years (Include)
Active Audience Strategy 2: Exclusion List Targeting
Implement an exclusion list to disqualify homeowners who fall outside the buyer personas profiles, such as renters or those who live in apartments.
Status: Renter (Exclude)
Home Type: Apartment (Exclude)
Active Audience Strategy 3: Data Layering
Combine wealth indicators like household income and lifestyle preference with Meta Ads Manager’s standard targeting features including age, geography, language and interests. This layered approach narrows the audience to affluent, established homeowners who are ready to make large furniture purchases.
Household Income: Over $250,000 per year (Layer)
Lifestyle Preference: Luxury Living (Layer)
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