How to: Build scalable extensions to reach more potential customers

An experiment to help brands reach more potential customers and boost conversion.

Reach Extension Ebook Blog

The identification of scalable audiences is a fundamental task of marketing campaigns – after all, advertisers want to reach the most potential customers possible. Traditionally, many advertisers select their target audience based on deterministic real-world behaviors (for instance, what stores they’ve visited in the past). But what if you want to reach even more potential customers?

Reach extension, as a strategy, can be used to expand the potential reach and conversion rate of a campaign by reaching individuals who are similar to people already confirmed to be a brand’s customers. While extending reach is a common practice, it is difficult to increase the scale of an audience while maintaining the degree of precision and accuracy needed to ensure high campaign performance.

In a recent experiment, Foursquare set out to develop a scalable method for the identification of quality extended audiences.

We looked at:

  • Eight brands across verticals (to ensure diversity in visitation patterns and breadth of popularity): Beauty retailer, Telecomms, Automotive, Hospitality, Banking, and financial services, Home Improvement, Fast Food, Big-box retailer
  • Conversion and recall rates as metrics for success.
  • How to build a scalable calculation for term and user scores
  • And much more

Download the e-book to find out what we learned and how it will impact the future of audience-building.

Want to learn more about how location data can help you reach more customers? Get in touch with Foursquare.

More on ad tech

How Retailers can Maximize Holiday Sales with Location Intelligence

Learn More

Marketers, take note: Foursquare is now integrated with Unified ID 2.0

Learn More

iOS 14, fragmenting digital identity, and the future of high-impact targeting.

Learn More

Let us show you how you can take advantage of Audience

Click here to arrange a meeting