USAToday.com to Offer Audience Segmentation | Adweek
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USAToday.com to Offer Audience Segmentation

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NEW YORK USAToday.com has launched a new program that will help advertisers target different segments of the Web property's audience from "armchair athletes" to "e-fluentials."

The program will use Tacoda Systems' Audience Management System to combine demographic and behavioral user data. The data is used to create profiles of Web site visitors; the profiles can be grouped together into audience segments, enabling marketers to target precisely. Other Tacoda clients include The Weather Channel's Weather.com, CondeNet and Tribune Interactive.

USAToday.com has created seven pre-packaged segments using gender, household income and ZIP code data in conjunction with recent behavioral information on the site. Five segments are based on the behavior a customer exhibits while reading the online newspaper: "bulls and bears" (self-directed investors), "lookers and bookers" (travelers), "armchair athletes" (male sports fans), "e-fluentials" (technology early adopters) and "tire-kickers" (auto buyers). Two segments are based on self-reported demographic data: women and affluent households.

Additionally, USAToday.com will allow advertisers to combine the specific behavior and/or demographics they are targeting to craft their own segment.