Look-Alike Model Activation

The value of Resonate Look-Alike Models (LAM) can be found in the strength and uniqueness of the Resonate data and the power of our state-of-the-art AI technology found in rAI, Resonate AI. While others are developing models on stale, infrequently updated data, Resonate Look-Alike Models are powered by billions of daily signals, providing the most accurate and up-to-date understanding of the consumers changing behaviors, interests, and intent.

Through rAI, Resonate gives our clients access to cutting edge deep learning and AI techniques to find their exact audience. While others use legacy, easy-to-run, and low-fidelity methods to find consumers similar to a seed audience, Resonate develops a model in real-time, leveraging up-to-the-minute data, and scoring on the fly to produce the highest quality output.

If your need for reach is paramount, Resonate allows you to loosen the scoring criteria to find the best fit and fine tune the balance between performance.

And the best part? Our Look-Alike Model is fully self-service in the Resonate Ignite platform.

We even offer the advanced capability to create a Look-Alike Model using your onboarded CRM data, tag, and engaged audiences combined with Resonate Elements to further enhance your reach and targeting. Create multiple LAMs in seconds and activate immediately.

Campaign objectives are a major factor in determining which LAM strategy to apply:

Look-Alike Strategies

A. Optimize = Balanced Strategy

Criteria for Use:

• When you want to maximize precision without needing to decide between including or excluding members of the seed audience.
• The model will decide which individuals to include in your LAM target audience based  on how similar they score to the seed audience.
• Especially useful when audience behavior is complex or outliers are present.

Value Provided:

• Automatically removes outliers or weak matches, even if they are in the seed audience, allowing you to maximize the precision of your LAM target audience.
• The precision chart helps you optimize for the best balance of precision and reach.

B.  Include Seed Audience = Retention or Upsell Campaigns

Criteria for Use:

• For retention marketing, repurchase cycles, or campaigns targeting known customers.
• Useful for onboarding customer data from previous quarters and re-engaging that base.
• The product has a short shelf life or frequent usage, e.g., consumables.
• The client lacks historical activation or wants to establish a baseline quickly.

Value Provided:

• Allows the model to reinforce strong customer behavior.
• Targets known buyers who may be ready for a repeat purchase.
• Increases media efficiency when the seed audience is too small alone
• Maximize revenue through both retention and acquisition.

C. Exclude Seed Audience (Conversion-Based Exclusion)

Criteria for Use:

• When activating based on a conversion tag, particularly for direct response (DR) or performance marketing campaigns.
• Ideal when clients want net new customers, not previous converters, and want to avoid wasting media dollars on people who already converted.
• The product is a one-time purchase or has a long repurchase cycle.

Value Provided:

• Prevents retargeting and ensures marketing dollars are directed toward prospects, not existing customers.
• Enables fresh acquisition by focusing only on look-alike audiences who are behaviorally similar to the seed audience.

 Please note - our Look-Alike Modeling does not use any sensitive data in the training or scoring of the model. 

FAQs

• Has the Look-Alike Model change?
  • Resonate continually improves our models to ensure our data is top in class. We have updated our Look-Alike Model to support greater options with the seed audience and to project a precision chart to give clients greater insight into their target audiences.
• How should we size our Look-Alike target audience?
  • Resonate recommends using the precision chart so you can optimize the target audience size while still maintaining a level of precision with how closely your look-alike target audience matches your seed audience. The Look-Alike Model precision analysis allows you to refine the exact size of your target audience accordingly. As your Look-Alike audience grows, the precision decreases since new additions resemble the see audience less.
• What are the different Look-Alike strategies?
  • The Seed audience is the foundation of your Look-Alike Model. You can choose to include, exclude or optimize your seed audience into your LAM target audience. Optimize strategy selects the audience that looks most like your seed audience, regardless of whether the consumer belons to the seed audience or not. Include or exclude strategies will force the seed audience in or out of the activation audience.
• I have an existing LAM delivery do I have to change anything?
  • No, all existing LAM deliveries will continue as usual until their scheduled end date. If you would like to take advantage of the new LAM features, like the precision chart or delivery strategy, we recommend you pause your existing LAM delivery, clone the audience, and start a new LAM delivery which unlocks the new features.
• How do I view the LAM precision chart if I’m accessing from the Active Deliveries list in Engagement Center?
  • If you're using the delivery list page, you won’t see the LAM precision chart for your audience unless you've already started an activation for that audience. Once the delivery has been initiated, you can view the LAM precision chart from the delivery details page or delivery confirmation page.
  • If you'd like to preview the LAM precision chart before starting a delivery, you'll need to access it from the Audience List page or click the direct link in the LAM precision analysis notification email. On the Audience List page simply click "Activate" on the relevant audience, and then select "Look-Alike Model"—you’ll see the precision chart if one exists for that seed audience.