Build an Audience Strategy Team
This team brings together research, insights, and analytics professionals from across the organization under a common goal: “Using the wants and needs of target audience groups to identify strategic business decisions that will drive growth.” Their role is to understand your audience deeply, then make actionable recommendations for engaging and retaining them. Capabilities should include qualitative and quantitative research, data analysis, and identifying key opportunities and risks by analyzing internal data as well as social, market, and competitive intelligence.
Develop an Audience Science Team
This team includes data scientists, economists, and others with strong predictive modeling and analytics skills. Their role is to test strategic hypotheses, prove which decisions actually cause changes in audience behavior, predict the business impact of potential investments and partnerships, and translate insights into economic value. Capabilities should include designing experiments, demonstrating true causality, predicting economic outcomes, and calculating the ROI of business decisions.