When you think about the different industries your company targets with its advertising, do you know for sure who is more likely to take action? Thanks to a new report by Bizo, we all know. As it turns outs, those working in the legal, retail and software industries are most likely to do what an online ad asks them to do.
Sorting Demographic DNA
Bizo revealed new data it gathered over a 12-month period with access to third-party certified demographic data on more than 85 million business professionals online. By collecting significant amounts of non-personally identifiable business demographic information (such as industry, job function, company size, seniority), Bizo began to understand the demographic DNA of its web traffic and targeted its display ads to precise audiences online.
It tracked conversion objectives or “actions” (e.g., white paper downloads, free trial sign-ups, online purchases) across the hundreds of targeted display campaigns it supports, so it could compile a rich, aggregate view of the types of business professionals who are most inclined to take action against an ad.
Measuring Your Industry's Action Rate Index
Bizo revealed the business audiences that are most likely to complete a call to action through a display advertisement as well as their Action Rate Index (ARI) ranking. An ARI is determined by the rate at which users performed a desired action after receiving a display ad impression. The percentage is calculated by comparing the number of online advertisements shown to a segment of business professionals to the number of times that same set of business professionals took an action against online advertisements. Bizo created an index to normalize the data.
Top 10 industry segments
- Legal (ARI: 223%)
- Retail (ARI: 192%)
- Software (ARI: 185%)
- Media Publishing (ARI: 184%)
- Wholesalers (ARI: 157%)
- Telecommunications (ARI: 121%)
- Hospitality/Hotels (ARI: 116%)
- Real Estate(ARI: 108%)
- Business Services (ARI: 108%)
- Consumer Services (ARI: 107 )
Of those business professionals who were included in the data set, Bizo defined their general job function as it related to their industry. Their ARI was also measured.
Top 10 job functions
- Legal (ARI: 257%)
- Operations (ARI: 218%)
- Consultants (ARI: 157%)
- Sales (ARI: 156%)
- Marketing (ARI: 147%)
- Finance (ARI: 146%)
- Government (ARI: 102%)
- Education (ARI: 102%)
- Scientists (ARI: 100%)
- Engineering/Technical (ARI: 97%)
Data Drives Advertising, Purchasing Decisions
This data not only illuminates who is clicking on our ads, it highlights the power of data-driven online advertising. Knowing what certain industries are more likely to do when faced with advertising will help all of us evolve our marketing plan effectively. Marketers often struggle to show how effective their online advertising strategies are.
Now, armed with these results, it will be easier to show who is taking action in response to an ad. As a result, companies everywhere can begin to target decision makers with ads that will affect their purchasing decision. Bizo provides a free look at the business audience segments leading the pack on your own website.