Introducing SÁGA, our new audience-data platform
Read the original coverage on BusinessInsider.com.
We recently announced the launch of SÁGA, our new audience-data platform and the latest sign of our commitment to more intelligently leverage data for our audience and business partners.
Mobile, scalable, and global, SÁGA is a unique offering that sheds light on discrete audiences without relying on personally identifiable information. The platform helps Insider Inc. fulfill its mission of informing and inspiring the digital generation by providing them with the news and stories they need and want to know about.
Data is at the center of how we do it, and SÁGA collects a lot of it - more than 5.2 billion discrete data points per month.
SÁGA yields powerful first-party insights that enable marketers to engage with the right consumers. This knowledge is based on what consumers tell us by their behavior and the actions they take on our sites — rather than by who they are.
Our new data platform is a win-win for our advertisers and for our audience. Advertisers get optimal ROI that achieves their marketing objectives. Our readers see ads and content that are of more interest to them — without having to give up their privacy.
SÁGA has three primary capabilities that work together hand-in-hand.
SÁGA Audience builds optimal audience segments using behavioral data in order to connect marketers with the consumers they want to reach. We analyze historical audience behavior on our network of sites, in order to connect marketers with the audience that’s most likely to engage with their messages,
GA Inform is the heart of the SÁGA platform and builds our deep audience intelligence into recommendations that can shape our clients’ campaigns. Inform helps us understand our readers in relation to campaigns, so we can advise our advertisers on which audiences they should be targeting, what kind of articles they should be sponsoring, and what kind of custom content we should be creating to maximize response.
SÁGA Insights provides real-time first-party insights and in-depth details about campaign performance and consumer preferences. These insights are especially useful in the mobile world, where so much content is consumed and where third-party cookies are ineffective.
These capabilities all work together. We learn about our audience, their behaviors, and their actions on our site, which helps us build better, more actionable segments. These optimized audience segments help us write better, more relevant content, which leads to even more audience intel and better campaign performance.
We believe that SÁGA is a unique publishing solution. It's made possible by our ability to store, analyze and action upon data at massive scale. The platform also captures our large and hard-to-reach mobile audience.
SÁGA is designed to get better over time, with data that doesn't expire. Better and more robust insights make for more effective marketing campaigns, which creates a positive feedback loop that greatly benefits both our marketing partners and our audience.
Why the name SÁGA? Insider has had a long history of naming our products and solutions after figures from Norse mythology. For example, Insider Inc.'s first content management system was named Viking, and the company's first boardroom was named Thor. We thought it was high time to honor some of the female figures from Norse Mythology as we forge a new way forward in our industry. And so, SÁGA is named after the Norse goddess of history and storytelling.