Our Audience Strategy

How does your audience search online? Which devices do they use? What are their media preferences? How long do they spend on your website? What motivates them to add a product to their cart? What prevents them from completing a transaction?

Knowing the answers to these questions is the key to any successful audience strategy.

At [B]RIGHT Brand Performance Group, we synthesize primary, secondary, syndicated, search, social listening, and other data sets to make your audience segments seem less like numbers on a page and more like real people. And our audience strategies will help you see with more clarity and precision the audience segments that offer the biggest opportunities for growth.

Our audience strategies are so powerful because they eliminate all the guesswork from your channel tactics, and this allows your brand to shift from marketing based on intuition to marketing based on solid, predictive results.

We like to think of our audience strategies not as data-driven but as data-informed. Because what really matters is the people behind that data—your customers.

How We Segment and Prioritize Your Brand’s Audiences by Opportunity

[B]RIGHT’s Audience Identification Framework gives clients a 360-degree view of their brand’s audiences, insights into which audiences offer the most opportunity, and recommendations for how to organize your creative and activate that creative on the proper channels.

The goal is simple: to reach the most valuable audiences on the right channel, at the right time, with the right messages.

To achieve this goal, we use the following Data Sources:

primary data

A brand’s transactional, customer, and branded data from CRM, POS/sales, website, surveys, email marketing, and more

Secondary data

Category and market research, such as trend reports, case studies, white papers, etc.

syndicated data

Audience data that is syndicated through national surveys and other means, such as Nielsen or MRI

search data

Website, keyword, and search engine data—identifying opportunities within search volume and competitive density to find “white-space” opportunities


A review of a brand’s earned media efforts, with a focus on topic volume and sentiment within the brand and category

Here is some of the audience work we’ve done:

Multichannel Content Marketing

Multi-Channel Content Strategy, Creation, and Distribution for Arhaus

[ See Case Study ]

Audience and Go-to Market Strategy

Prioritizing Audiences for a Go-To-Market Strategy

[ See Case Study ]

Direct-to-Consumer Strategy

Using Social Commerce to Drive Sales and Gain Audience Insights

[ See Case Study ]