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Case study

Combining Segmentation Data to Allow for Customized Marketing Messaging

Client/Situation

A leading retail company expanding into the Healthcare market recently purchased a new service offering, which operates in a market that is currently dominated by one brand. With only a surface understanding of its potential customer base, the client wanted to gain a deeper understanding of the average US Healthcare consumer in order to target its offering and build share quickly.

Approach/Solution

This solution brought forth unique segment personalities that allowed for customized marketing messaging, as well as direct targeting and placement by utilizing the dominant media and shopping activities of each segment.

 

Results

The unique segmentation approach was instantly actionable and adopted throughout the organization as the primary tool for marketing and operational direction.

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