If you’re here surfing our website, you’ve probably heard of buyergraphics, or at least the idea behind it. But, as with many glossary terms in the ad industry, it’s probably a good idea to get a real primer on what buyergraphics are, rather than simply mumbling it in meetings and hoping no one questions you on the definition.
So: you know what demographics are, right? Great.
Buyergraphics are demographics too. But, on top of containing core demographic data like age, sex, income and geography, the data also includes purchase behavior. That’s important to note, for two reasons:
- In verticals with short sales cycles (like CPG and OTC), the #1 predictor of future purchase behavior is past purchase behavior. If you want to sell me a new cereal, there is no demographic or psychographic data that will consistently predict my reaction better than knowing what cereals I bought over the past year. That’s what the purchase data in buyergraphics can do for your brand.
- If you have access to consumers’ purchase behavior, you can not only define more effective audiences, but can also measure the impact of an ad campaign in real world terms: dollars at the register. That’s real return on ad spend.
All of an advertiser’s core needs are notably improved with buyergraphics: justifying ad spend, quantifying results, tying creative to campaign goals, avoiding the “50% waste” problem… but we’ll let our friend Marty explain further.