Acquisition
Loisirs & Voyages

Marathon des Sables – Impact du profiling d’audience sur le ciblage média

How to exploit AI and the wealth of social media to implement efficient audience profiling?

Marathon des Sables wants to double the number of races organized and to achieve its objectives, better targeting and broadening the prospecting base is essential. To enable this, we used AI and the wealth of social media to create efficient audience profiling.

The objectives of Marathon des Sables

Marathon des Sables wishes to open new races in 2024 and 2025, making registrations a very high priority.

In order to develop a suitable marketing and communication strategy, the brand wishes to better understand its customer population through rigorous analysis and determine “current” target profiles but also conquest profiles in order to be able to address a wider audience.

Strategy chosen

In order to achieve this customer knowledge objective, the agency has implemented an audience profiling methodology on the Marathon des Sables customer database (60k individuals)

The principle: starting from the information available on customers and prospects to enrich them with numerous characteristics allowing you to have the finest possible vision of the personae.

Methodology Applied to the Acquisition Strategy of the Marathon des Sables

1. Audience Qualification

Creation of a Meta audience segment based on first-party data from the Marathon des Sables.

Audience profiling: cross-referencing more than 7,000 interest categories, semantic analysis, and data enrichment.

Consolidation of all available data regarding this audience:

Data provided by the user (socio-demographic, location, etc.)
Data accessible in the Meta environment (liked, commented, shared, viewed content and pages)
Data related to digital behaviors outside the Meta environment