Our Take
The advice boils down to common sense: use multiple data sources and actually talk to customers, which suggests the industry still struggles with basic audience research.
Why it matters
As Meta and TikTok's algorithmic targeting improves, brands need to differentiate through authentic engagement rather than just relying on platform optimization.
Do this week
Marketing teams: audit your current data sources this week and add one offline feedback channel (surveys, focus groups, or community listening) to validate digital insights.
Marketing panels recommend mixing data sources
Brand marketing leaders at an ADWEEK House event discussed combining digital targeting data with traditional research methods. Adam Goldsmith from Inmar Media argued against relying on single data sources, advocating for layered approaches to audience understanding.
HalloweenCostumes.com CMO Mark Bietz described how his team identifies early ad engagers and creates targeted follow-up campaigns, particularly for Instagram mothers seeking family photo content. The company starts targeting this segment earlier in the season based on engagement patterns.
Mars VP Kelsey Agostinelli explained how Royal Canin co-creates content with pet owners around shared experiences like puppy training or senior cat care. AARP's Gregg Molander shared how The Ethel newsletter evolved into offline community meetups across 48 states after readers began self-organizing on Facebook.
Platform algorithms reduce targeting control
Bietz noted that Meta and TikTok have improved their creative-based targeting capabilities, shifting some audience identification responsibility to the platforms themselves. This reduces direct brand control over targeting parameters while potentially improving performance through algorithmic optimization.
The panelists emphasized avoiding "overly creepy" targeting by focusing on shared experiences rather than behavioral surveillance. Sparks President Melissa Levy stressed that important audience conversations still happen offline, requiring traditional survey and focus group methods.
Hudson Yards Experiences invested millions in indoor attractions after customers complained via reviews and Instagram DMs about poor weather alternatives to their outdoor sky deck experience (company-reported investment figure).
Offline research remains necessary
The discussion highlighted that digital data alone misses crucial audience insights. Brands should maintain direct customer communication channels including surveys, focus groups, and community feedback systems.
Kepler's Chief Media Officer Garrett Dale noted that interpreting multiple data sources requires specialized analysis, combining traditional research skills with AI-assisted data processing. The approach requires both technical capabilities and human judgment to identify actionable patterns.
Successful implementation involves creating feedback loops between digital targeting and offline research, then investing in changes based on combined insights rather than optimizing single channels in isolation.