One of the benefits of digital marketing is the huge amount of data you collect about your customers. Digital channels offer unprecedented insight into how customers find your website, what they do when they get there, and what kind of emails they read or social media posts they share. This information, combined with customer demographic and past purchase information, can help further refine marketing campaigns through a process called audience targeting—the strategy of tailoring your marketing efforts to groups of customers with shared characteristics.

The idea behind targeting is simple: People are more likely to respond to campaigns that address their specific interests and needs. That’s one reason why 88% of marketers in one survey said they are increasing their use of data for targeting. Here is how you can harness this process to improve your campaigns and grow your business.