As a common known fact, increased amounts of data boost your chances of better understanding. In order to understand the nitty gritty details of your data and make decisions accordingly, granularity is essential. Granularity of data is the level of detail considered in a decision making process i.e. level of detail or depth in a set of data. The greater the granularity, the deeper the level of detail. Granularity therefore, opens up a new world of understanding consumer profiles and to assist business decisions.
Quite simply, granularity of data comes with many strategic advantages for an organisation. Let us understand this better with an example; if an insurance company is setting up a life insurance campaign for adults aged between 50 to 70, it will have to identify the right individuals out of their entire target market and this has to be more than just gender, age and country.
For the company to ensure their campaign is as targeted and granular as possible, it will need to dive into the details by identifying the country they were born in, country they live in, city they reside in, the industry the individual works in, his rank, socioeconomic status, health history or even their hobbies. By understanding these valuable consumer profiles at their best and the granularity of information, the needs of advertisers can be met whilst saving resources.
In order for a simpler and easier process of putting this granular information into practice to run a campaign, campaign implementation APIs are one of the ad tech tools now used by media buyers. These set up and modify the campaigns according to your granular needs in a quick way and as a result you achieve advance information. With this, granularity of data helps provide valuable detailed insight of every impression based not only on needs, but country, city, town or even street to target your right audience.
Overall, the idea of granularity of data is acquired by many advertisers to make strategic decisions on a granular level with a process of understanding the target market at their best. Serving niche markets with correct identification of right time and place makes the campaign process precise to a great extent. The key therefore, is the granular effect of data analysis, providing detailed insight into audience preferences.