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Engagement-based targeting

As explained in First-Party Data Activation

A targeting technique that selects audiences according to their observed interactions with marketing content or channels.

Engagement-based targeting selects audiences according to observed interactions with marketing content or channels. It helps teams reach people who are not responding in one channel by activating first-party engagement data in another. section 3.1

Practical applications include:

  • B2C teams can combine email engagement data with lifetime value to target customers who do not open or read marketing emails through paid social channels such as Snapchat and TikTok. section 3.1
  • B2B2C teams can target consumers represented by an individual employer, while establishing shared targets and measurement methods with the business partner. section 3.1

How First-Party Data Activation covers it

How deep it goes
Defines practical audience use cases but stops short of implementation details, data modeling, and activation procedures.
Examples
Uses email non-openers reached through social media advertising and consumers represented by individual employers.
What it assumes
Assumes unified first-party data, organized schemas, engagement signals, and cross-channel activation capability.
What you can do after
Apply it by combining engagement and value signals to activate audiences on an additional marketing channel.
How it connects
Connects email engagement, lifetime value, first-party data, audience segmentation, paid social, and cross-channel activation.
Cover of First-Party Data Activation
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This explainer was generated by Manning's knowledge graph from the text of First-Party Data Activation. The section links point to the parts of the book it draws on.