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Why Demographics Are Not Meaningful Audience Insights

Authors: Jess Phil Renaud
Posted Under: The Content Experience Show
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Hosted By

Anna Hrach

Convince & Convert

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Phil Renaud, VP of Engineering at Affinio, joins the Content Experience Show to help us find the most meaningful data through unlikely audience insights.


Audience Insights That Matter

Using audience insights to target advertising is in no way a new concept. However, traditional demographic data might not only be irrelevant but may also be causing you to miss important trends with your customers.
While you may be able to find some overlap amongst people of a certain age group, location, or gender, the fact is that not all 20-somethings, or women, or residents of a certain city care about the same things. As consumers become more protective of their data and ad blockers become more prevalent, your business needs to find more meaningful audience insights to give your customers information that they find relevant and actually want to see.
By disregarding traditional demographics and digging deeper to learn about your audience you can advertise in a positive way and help create a world where your customers actually want to turn off their ad blockers.

In This Episode

  • How to find relevant audience insights
  • Why data can teach you more about your customers than the customers themselves
  • How the film industry uses data to determine who should star in a particular movie or show
  • Why demographics no longer matter for audience segmentation

Quotes From This Episode

Pay attention to non-demographic things.” — @phil_renaud
Don't build an advertisement around something that is a person’s fear. Share on X


Content Experience Lightning Round

What is the one thing that you miss, that you can no longer now get back in Canada?
As funny as it sounds, the thing Phil misses the most is the wide variety of American chain restaurants!
What has been your best thing to come back to in Canada?
Phil’s favorite thing to return to has been the Canadian weather. After living in Arizona, he says he’s happy to have more than just t-shirts in his closet!
See you next week!

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