Quad Leverages AI to Simplify Audience Creation for Marketers

Quad Enhances Audience Builder with AI for Smarter Audience Creation

Quad/Graphics Inc. has upgraded its Audience Builder platform, leveraging AI to simplify audience creation for marketers. The platform now integrates natural language processing to generate audience segments from conversational prompts, making it easier for marketers to target the right customers without requiring technical expertise.

The new feature, powered by Snowflake’s Cortex AI, accelerates the audience creation process by interpreting natural language inputs and analyzing audience attributes. This innovation removes the need for marketers to have deep technical knowledge, allowing them to focus on strategy and customer engagement.

How the AI-Powered System Works

The natural language feature in Audience Builder relies on Cortex AI, a component of Snowflake’s cloud data platform. When marketers input simple, conversational prompts, the AI interprets these inputs and analyzes the audience data to create precise segments. The system also enriches the results with external demographic data, ensuring accuracy and relevance.

For example, a marketer might input a prompt like, “Find customers interested in eco-friendly products in urban areas.” The AI processes this request, analyzes the available data, and generates a segment of customers matching the criteria. This streamlined approach saves time and reduces the complexity of audience targeting.

The Advantage of Quad’s Technology

Quad’s Audience Builder platform stands out for its ability to utilize household insights, providing marketers with personalized and optimized marketing strategies. By leveraging Snowflake’s AI capabilities, Quad introduces a new level of innovation to audience targeting, making it easier to gather insights, build audiences, and connect with customers more effectively.

“The integration of AI into our platform is a game-changer,” said a spokesperson for Quad. “It allows marketers to focus on creating meaningful connections with their audiences, rather than getting bogged down in the technical details of data analysis.”

Snowflake’s Role in the Innovation

Erin Foxworthy, a representative from Snowflake, highlights the transformative power of AI in marketing data interaction. The combination of natural language processing and Snowflake’s robust data platform unlocks valuable insights, enabling brands to act quickly and accurately on the data.

“AI is revolutionizing how marketers interact with data,” Foxworthy said. “With Cortex AI, brands can turn simple prompts into actionable insights, driving more effective marketing campaigns.”

Deeper Consumer Insights

Audience Builder helps marketers connect with consumers who are more likely to engage with their messages. The platform also increases transparency about audience reach, allowing media strategists and planners to uncover deeper consumer insights. This leads to the creation of higher-performing audience profiles across various marketing channels.

For instance, a media strategist could use the platform to identify trends in consumer behavior, such as a growing interest in sustainable products. These insights can then be used to design targeted campaigns that resonate with the audience.

Extensive Data Reach

Quad’s data stack covers a significant portion of U.S. households and adults, providing a reliable foundation for audience targeting. Household identifiers are considered more stable and accurate compared to other digital identifiers, which can be volatile or short-lived.

This stability allows marketers to enhance personalization and engagement across multiple marketing channels, ensuring that their messages reach the right audience consistently.

Part of a Broader Suite

Audience Builder is part of Quad’s comprehensive marketing solutions, which include direct consumer connections across various channels. The MX Solutions Suite combines creative, production, and media services, designed to simplify marketing complexities and improve cost efficiency and speed.

“Our goal is to provide marketers with the tools they need to succeed in a rapidly evolving landscape,” said Quad’s spokesperson. “By integrating AI into our solutions, we’re helping clients stay ahead of the curve and achieve their marketing objectives more effectively.”