DATA, INTELLIGENCE & ACQUISITION
Know your audience.
Find your next customer.
Data profiling and modelling. B2B and B2C audiences. Campaigns built to turn insight into opportunity. Work with Aura on a focused data brief or connect the journey from audience analysis to acquisition.
Data profiling & segmentation
Understand who matters. And why.
Aura turns customer and prospect data into a clearer picture of your market. We identify the characteristics that distinguish your audiences, how segments differ and where to focus your next campaign. Profiling and modelling sit at the centre of our work across both business and consumer markets.
Bring your customer file, campaign history or an initial audience brief. We can explore the patterns behind response and conversion, then translate the findings into practical selection criteria, segment definitions and messaging priorities.
Your brief can include
- Customer and prospect profiles built around your commercial objective.
- Distinct audience segments with clear definitions and targeting recommendations.
- A profile summary showing the available evidence, gaps and next steps.
Use it to understand your best customers, identify under-reached groups and give acquisition a stronger starting point.
Explore your customer profilePredictive modelling & scoring
Put your next opportunity in focus.
Use what you know about past outcomes to make better targeting decisions. Aura’s modelling capabilities help you explore which prospects resemble your successful customers and which audiences are more likely to respond or convert.
We start with the outcome you want to predict and assess whether the available data can support it. Depending on your brief, we can discuss propensity scoring, lookalike selection or value-led prioritisation. A score is an estimate to test, not a promise of a sale.
Your brief can include
- An agreed modelling objective and a review of the available input data.
- A proposed scoring or selection approach, with its assumptions and limitations explained.
- A validation and campaign test plan, with performance feedback used to inform refinement.
Use it to prioritise outreach, compare prospect groups and focus budget on audiences with stronger potential. Specific model outputs depend on data suitability and agreed scope.
Discuss a modelling briefBusiness and consumer data.
Selected for your objective.
Start with a customer profile, a business market or a specific campaign need. Our B2B and B2C services connect data sourcing with the analysis and practical checks that make an audience useful.
B2B data & account targeting
Find the businesses that fit.
Build your next business campaign around the organisations you want to win and the people involved in buying. Aura supports B2B audience planning and data sourcing, bringing company fit and contact relevance into one brief.
Selects may include industry, location, company size and relevant roles, depending on source availability. We agree the fields, coverage and intended channels before supply, and distinguish company information from personal data about business contacts.
Your brief can include
- A target-account and contact specification aligned to your ideal customer profile.
- A sourced audience with agreed fields, selection criteria and permitted uses.
- A clear view of available coverage, validation and applicable screening requirements.
Use it for account selection, business prospecting and sales outreach. A relevant business contact is a prospect; it is not automatically a qualified lead or permission for every channel.
Build your B2B audienceB2C data & consumer audiences
Reach people with a relevant proposition.
Connect your offer with a consumer audience that makes sense for it. Aura brings together data planning, sourcing and profiling to shape selections around your market, geography and campaign objectives.
We explore suitable demographic, household, geographic and interest-based attributes where available and appropriate for the brief. Observed information, declared interests and modelled characteristics need to be understood in context: a profile does not establish that someone wants to buy.
Your brief can include
- A consumer audience specification with clear inclusion and exclusion criteria.
- An agreed selection, with field availability, provenance and permitted use considered.
- A campaign plan that accounts for existing customers, opt-outs and relevant suppression checks.
Use it for consumer acquisition, geographic campaigns and testing different audience propositions. Availability and contact permissions are assessed for the intended channel.
Plan a consumer audienceData enrichment & quality
Make more of the data you already have.
A more useful customer view starts with knowing what is missing, inconsistent or out of date. Aura helps you assess your data and plan relevant enrichment, matching and cleansing around a defined business need.
Where suitable sources and permissions allow, enrichment can add useful business or consumer attributes to existing records. We agree matching rules, preserve the distinction between supplied facts and inferred attributes, and make unresolved or unmatched records visible.
Your brief can include
- A review of completeness, duplication and key data-quality issues.
- An agreed enrichment or cleansing specification and field definitions.
- A delivery summary covering matches, exceptions and the records requiring further review.
Use it to improve segmentation, reduce duplicate contact and prepare data for analysis or activation. Adding a contact field does not create marketing permission.
Review your dataAcquisition & lead generation
Create enquiries your team can act on.
Turn audience insight into a clear route from first interest to sales follow-up. Aura combines campaign planning, web lead generation and telephone-led activity to support customer acquisition, with the approach tailored to the market and offer.
For B2C, define the enquiry and the next conversation the person should expect. For B2B, agree what makes an account relevant, which contact roles matter and what qualification is needed before handover. Channel availability and delivery scope are confirmed during planning.
Your brief can include
- A campaign brief covering audience, proposition, channels and qualification criteria.
- Agreed lead fields, provenance and relevant consent or contact evidence.
- A handover plan covering acceptance rules, exclusions, follow-up and outcome feedback.
Use it to generate new enquiries or improve the quality of an existing acquisition programme. Data records, enquiries, qualified leads and sales are measured separately.
Plan your acquisition campaignAudience activation & direct marketing
Put insight to work across your campaign.
Turn a defined segment into a coordinated contact plan. Aura connects audience selection with messaging, telemarketing, direct mail and campaign partners so that targeting decisions carry through to delivery.
We can also discuss email, SMS and digital activation where the data rights, audience permissions, platform rules and delivery arrangements support them. The channel plan sets out who to contact, who to exclude and how responses will be followed up.
Your brief can include
- Audience selections and exclusions mapped to the agreed channels.
- A contact and message plan, with clear handover responsibilities.
- A feedback process for responses, objections and downstream outcomes.
Use it to launch a new audience test, coordinate acquisition channels or plan relevant re-engagement where permitted.
Discuss audience activationCampaign intelligence & optimisation
Learn what creates customers.
Bring audience quality and commercial outcomes into the same view. Aura helps you define meaningful measures and use campaign feedback to decide where to focus next.
Review the journey from supplied records or enquiries to contact, qualification and conversion. Where the required feedback is available, compare sources, segments and score bands over consistent reporting periods, then use the findings to refine selections and campaign decisions.
Your brief can include
- A measurement framework with agreed definitions and reporting windows.
- A reporting scope covering source, segment and downstream outcomes where available.
- Practical recommendations for the next audience, message or channel test.
Use it to understand cost per qualified lead, acquisition cost and the contribution of different audiences. Distinguish measured results from forecasts and attributed outcomes from proven incremental impact.
Review campaign performanceTechnology & integrations
Connect the insight. Complete the handover.
Good data needs a dependable route into the systems your teams use. Aura can scope API lead delivery and Databowl or CRM integration so that the agreed information reaches the right destination in a usable format.
We agree field mapping, validation rules and routing with you before setup. The delivery specification should cover duplicate handling, rejected records, error ownership and the feedback needed to link campaign activity with sales outcomes. Real-time delivery depends on the agreed integration and campaign.
Your brief can include
- A delivery specification covering fields, formats, destinations and responsibilities.
- A test plan for accepted, incomplete, duplicate and rejected records.
- An agreed approach to access, transfer, retention and outcome feedback.
Use it to reduce manual handover and connect lead delivery with reporting. Supported systems, transfer methods and service levels are confirmed for each project.
Scope your integrationRESPONSIBLE USE
Build the checks into the brief.
Profiling, enrichment and activation each have their own data-use considerations. Agree the sources, lawful basis, transparency, channel requirements and handling of objections before activity begins.
Explore responsible marketing ↗LET’S FIND YOUR NEXT CUSTOMER