How can Ipsos iris underpin my content strategy and development?
Ipsos iris is an essential tool when it comes to defining and understanding your audience profiling. With the data, you can tailor your content directly to inform future growth opportunities among current and new target users across entire domains.
If we take the finance sector as an example, Affluent Achievers (a CACI Acorn segment exclusively available on Ipsos iris for enhanced profiling) are some of the most financially successful people in the UK and, therefore, a priority focus for the finance sector. In November 2022, the UK’s 12m Affluent Achievers spent on average 107 minutes a month consuming financial content, but how are they spending this time?
Ipsos iris data allows you to break down the types of finance content audiences are consuming. Unsurprisingly for the Affluent Achievers segment, the most significant traffic drivers for the finance category are for banking and loans websites.
There has been a significant growth in time spent on the finance news category over the last year, likely prompted by the economic pressures the country is facing and as consumers seek more information and reassurance. This Ipsos iris data provides website publishers with the insight they need to create engaging content around emerging topic areas to further their reach across existing audiences and target new audiences.
The insights that Ipsos iris provides can also be used across multiple brands and domains. The top three financial sites where Affluent Achievers are spending their time are Hastings Direct, Admiral, and GoCompare.
With this data it’s possible to trend the average time spent per person and identify the key peaks around consumer renewals and information gathering, which are vital insights to inform content development around renewal peaks and tailoring content to target key audiences.
Knowing where people spend their time online and what content they visit is essential to building a successful content strategy. Spikes in content consumed are new opportunities for monetisation and audience growth and can also inform strategic decisions around search, social, and e-commerce.
For more information about how Ipsos iris can answer your key business questions, fill out the form here or contact the Ipsos iris commercial team.