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Everything You Need To Know About MarketWise: Your FAQs Answered

August 10, 2018 at 8:42 AM

What is MarketWise?

MarketWise is an audience of online users within South Africa which can be segmented and arranged according to a brand or advertisers target market. Online ads can then be served to this audience as they browse the internet.

Why should I be using MarketWise?

Advertising to one’s target market is key to the success of any business. MarketWise allows brands to reach those users most relevant to them which reduces wasted spend and improves ROI.

What makes MarketWise different from other 3rd party audiences?

MarketWise is designed and built around South Africa’s unique demographics. Our audiences comprise real users which are segmented into the following groups:

  • Income Brackets
  • LSM
  • Location
  • Race
  • Language
  • Cars per Household
  • Education Level
  • Likelihood of Children

An advertiser can then build target audiences with any combination of the above.

How does this work?

Our audiences are hosted on Oracle’s data management platform, BlueKai and can be pushed to all major demand side platforms including the Google Marketing Platform. Campaign Managers can then build campaigns, assemble audiences and serve their adverts without hassle.

Where do these audiences come from?

Principa has partnered with some of South Africa’s most prominent online publishers. Raw, anonymised user data is gathered and processed through algorithms which determine geo-location and demographics.

Can I target mobile device users?

Our audiences are served across all devices including desktops, tablets and mobile devices.

How do I know that I am reaching real people?

Users are tracked and vetted over multiple days which ensures that they are in fact real people. The audience database is maintained constantly with new users being added daily while expired users are removed as their cookie data expires.

Is MarketWise POPI & GDPR compliant?

Yes, MarketWise data is anonymised and served within South African borders and is compliant with both sets of regulations.

How well does MarketWise audience data stack up to the competition?

MarketWise allows advertisers to target very specific, relevant groups of users. This means better responses, more acquisitions and increased return on investment.

We know that no two campaigns are alike and so we encourage our prospective clients to run a pilot campaign alongside their current audience provider as a champion-challenger.

If you're interested in seeing how other brands have been doing with MarketWise audiences, we have two case studies. One case study is based on the results of a South African insurance provider and the other a luxury car brand

Does MarketWise provide any Audience Insights?

Brands can access a real-time audience insights dashboard which tracks and displays the wealth distribution and demographics of their own websites. This dashboard is exclusive to South African websites tracking South African traffic and assists brands with content planning, retargeting and lookalike modelling.

If you're interested in trying MarketWise for your brand, get in touch to set up a demo and POC. 

Contact Us to Discuss Your Business Requirements

Justin Minne
Justin Minne
With extensive experience in software, analytics & decisioning, Justin spends his time at Principa as Product Manager to innovate and drive new products to market.

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