LinkedIn has begun to offer brand marketers more data to build content. Annalect, the global analytics arm of Omnicom, recently launched a new product, Professional Audiences, leveraging that data to give marketers a better understanding of the content consumed by business audiences using LinkedIn data related to industry, company size, location and title.Professional Audiences -- a tool for media trends and insights within the Omni platform -- is integrated across the Omnicom network and uses the LinkedIn Audience Engagement API to build B2B audiences in the same way it uses other to data to build B2C audiences. It uses LinkedIn’s Audience Engagement API to collect aggregate data to build B2C audiences. LinkedIn has about 645 million members. The data is relevant to media and creative professionals.
The details to construct a very detailed audience segment for the B2B space were missing, acknowledges Anna Nicanorova, VP of engineering at Annalect. “LinkedIn provides the professional perspective on audiences,” she said, explaining how the technology works.
“The hope is to feed the bag of [keyword] tags based on B2B audiences back into Omni and target consumer audiences,” Nicanorova said, calling it the company’s “bag of words strategy.”
The data is used to determine the type of content LinkedIn users interact with most. The technology, which uses LinkedIn’s audience engagement API, identifies the type of content, pulls in the unique URLs, indexes them based on geography and classify them either by over-indexing or under-indexing, and then compares the findings with rest of the U.S. to determine the most useful topic in which to build content.
The content was initially served, shared and read on LinkedIn. Other applications within Omni include Insight, Planning, Activation, Optimization, and Workflow.
Targeting options specific to Professional Audiences include job title, country, region, gender, age, and more. Reporting drills down into specifics such as "niche articles they are reading," or "video games" articles they are reading," listing the name of the article.
During a two-month Beta period that included clients across multiple business and product categories, more than 165 audiences were created.