Meet GUS: Your People Partner

Let us introduce you to GUS. GUS is our internal Audience Segmentation tool powered by Resonate, one of the largest Data Management Platforms (DMPs) in the world. And the truth is, you have already met GUS, you just didn’t know it.

GUS collects and monitors online data on over 90% of U.S. adults, and combined with physical and online survey data, he is able to both see what people tell us about themselves from survey answers and what people show us about themselves in online behaviors. GUS combines these inferred and descriptive data points in real time, allowing us to generate over 16,000 unique attributes on nearly every online adult in the United States with the touch of a button.

With this information at our disposal, we are able to uncover incredible insights, guide messaging and creative, while also mapping media strategies. Every day we meet agencies and business owners who are trying their best to run incredible marketing campaigns yet working with major campaign blind spots. As Jay Baer famously said, “We are surrounded by data, but starved for insights.” These data blind spots make actionable insights nearly impossible and instead of understanding our audience and what motivates them we are at a loss as to why one campaign was super effective while the other was a major budget waste.

Imagine you are running a social media campaign for Big Poppa Energy Drinks. Your first thought is: young people drink energy drinks, young people are on Tik Tok, boom – social media strategy in effect. BUT, if you used GUS to really understand your audience we can see that of those who have had an energy drink in the last 30 days are males and that 51% are between 25-34, and their most accessed social media platform… buckle up. 46% are indeed on TikTok, but 73% of them are on Facebook. And because GUS cares, he even took a step further and said, if you want them to buy your drink directly online – well then they are three times as likely to purchase products on Instagram than any other platform.

That’s our friend GUS, bringing actionable insights to the meetings and helping us win more business, run better campaigns, and deliver reporting that is more about our audience and less about the vanity metrics that fill up excel sheets.

Our agency partners and business owners use GUS daily to help:

• Win More RFPs
• Discover What Drives Their Audience
• In-Flight Campaign Optimizations
• Post-Campaign Analysis
• Website/Landing Page Optimizations
• Creative Testing
• And More.

Track audience behavior from impression to conversion and learn WHY it happened. That’s right, now we can see the major differences from someone who visited your website and converted from someone who visited and left empty handed. The beauty of it is many times small landing page tweaks based on GUS information can increase those conversions and make your marketing dollars travel further with greater impact.

And the best part for you, whether you do your digital marketing in-house, have a trusted partner, or want to start a relationship with the cool kids at PunchDrunk Digital, you can access GUS. GUS plays great with others!

Welcome GUS to your team and see how he will make your campaigns more insightful, more productive, and more fun!