Targetologist

Contents

• What is a Targetologist?
• Main Responsibilities of a Targetologist
• Key Skills of a Targetologist
• Demand for the Profession
• How to Become a Targetologist

What is a Targetologist?

A targetologist is a professional who specializes in setting up targeted advertising across various advertising systems, including social networks. The main task of a targetologist is to launch an advertising campaign aimed at users who may show interest in a company's product. To achieve this, the specialist selects the target audience, taking into account key parameters such as gender, age, geographical location, interests, and user behavior on social platforms and websites.

The targetologist uses special tools, such as parsers and pixels, for more precise audience targeting. Unlike an SMM manager, who focuses on managing social media pages, a targetologist analyzes the audience, manages the advertising budget, and creates advertisements. They may also use social media pages as part of lead generation strategies, collaborating with SMM specialists to create content.

Main Responsibilities of a Targetologist

The work of a targetologist involves several key stages:

1. Product Analysis: At the initial stage, the targetologist gathers information about the product, competitors, and target audience. This data helps to select the advertising platform and define the criteria for display.
2. Collection and Segmentation of the Target Audience: Based on the collected information, the targetologist creates customer profiles, including their interests and pain points.
3. Creation of Personalized Advertisements: Unique advertisements are developed for each target group, which may include text, images, and videos.
4. Advertising Testing: After creating the advertisements, the targetologist launches a test campaign, analyzing statistics and user behavior for further optimization.
5. Optimization of the Advertising Campaign: Throughout the campaign, the targetologist collects data, tests hypotheses, and makes changes to improve effectiveness.
6. Final Reporting: At the end of the advertising campaign, the targetologist prepares a report evaluating the results and achievements.

Key Skills of a Targetologist

To work successfully, a targetologist should possess both universal and professional skills:

Universal Skills (Soft Skills)

• Analytical mindset
• Creativity
• Teamwork skills
• Attention to detail
• Stress resilience

Professional Skills (Hard Skills)

• Knowledge of advertising cabinets and platforms
• Ability to work with parsers for data collection
• Proficiency in targeting automation services
• Knowledge of web analytics systems (Google Analytics, Yandex.Metrica)
• Ability to work with spreadsheets (Excel, Google Sheets)
• Skills in writing advertising texts
• A/B testing skills

Demand for the Profession

Targetologists are in demand across various business sectors, including both large companies and advertising agencies. Working in a company allows the specialist to see the long-term results of their activities, while working in an agency provides the opportunity to quickly develop skills and advance their qualifications. Freelancing is also becoming a popular choice, offering the chance to work on diverse projects.

The average salary of a targetologist is around 45,804 rubles, but this figure can vary significantly. Freelancers typically earn about 20,000 rubles per campaign, while those working in agencies can earn up to 200,000 rubles. It's important to note that finding a job is more challenging in regions than in major cities; however, many vacancies offer remote work options.

How to Become a Targetologist

In Russia, there are no university programs specifically for training targetologists, so many professionals enter the field through online courses or self-study. Self-study includes watching free videos and reading articles, which can be a good start but won't provide a systematic understanding of the profession. Online courses, on the other hand, offer more structured learning and practice under the guidance of mentors.

It is also worth considering an internship at advertising agencies or with experienced PPC specialists, which will help gain the necessary experience and skills. For those who want to obtain formal education, they can choose specialties in management or advertising, which will provide extensive knowledge in marketing and analytics.