Our Audience Strategy

How does your audience search online? Which devices do they use? What motivates them to add a product to their cart? What prevents them from completing a transaction? What is segment X's AOV?

What segment has the greatest Conversion Rate? What segment has the greatest ROAS? What are their media preferences? How long do they spend on your website?

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

At [B]RIGHT Brand Performance Group, we conduct brand and audience research and 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 segments that offer the biggest opportunities for growth.

Our audience strategies are so powerful because they eliminate most of the guesswork from your channel strategy, allowing your brand to move from a wholly intuition-based marketing approach to data-informed, predictive, and repeatable results.

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:


Conducting stakeholder, existing customer, category audience studies, and other customer-centric research allows brands to gather insights into how to activate, acquire, grow, and retain more of their ideal customer profile.

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 ]