Target Audience · Where they are · Component
The cost to reach
What reaching this segment costs, per place — because some segments are cheap and small and others are expensive and valuable.
The deliverable
What it is
Reach cost per segment, held against segment value, is what turns audience work into a budget decision rather than a preference.
Some of the best places cannot be bought at all — a community, a specialist publication, a person with standing — and their cost is effort and time rather than money.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The price
What it costs to reach a thousand of them here.
3 attributes: Cost per thousand · Effective cost · Place
LearnThe effort cost
What places that cannot be bought require instead.
3 attributes: Time required · Whose time · Time to standing
LearnThe comparison
Cost to reach against what the segment is worth.
3 attributes: Cost to acquire here · Segment value · Ratio
Learn
A cheap place where a twentieth of the audience is yours is not cheap. Use effective cost per relevant contact.
The other components in where they are
The places
Where the segment can actually be found — established by asking, because professional audiences are rarely where the marketing team is.
LearnThe attention state
What they are doing when they are there — because the same person searching, scrolling and sitting in a meeting is three different audiences.
Learn