Custom Audience Segmentation and Targeting Strategy Generates a 16.8% Lift in Submissions

C ASE STUDY

Award-Winning Honestly Smart Digital Marketing Partner

Finalist 2019–2020

Winner 2016–2017, 2020 Highly Commended 2018

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Harnessing the Power of Data To Create a Custom Audience Segmentation and Targeting Strategy Generated a Lift of 16.8% in Review Submissions for a Top-Rated Consumer Review Site.

Challenge Our client, a top-rated consumer review site, wanted to increase review submissions. After executing a needs assessment, our team identified advanced audience segmentation and targeting as the highest-leverage mechanism to achieve our client’s desired outcomes.

Most Active Review Submitters Target Customer Profile

16.8

Lift in Review Submissions

Age

20-39 Education

Undergraduate or Graduate Degree

Strategy

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Our data science and analytics teams conducted an in-depth analysis to determine which audience characteristics were associated with the most submission conversions. We leveraged a raw data feed from a strategic data partner and coupled it with key first-party data to execute customer profiling on the client’s customer base.

We determined their ideal customer profile and created result-yielding audience targeting strategies for paid media activation.

Success By leveraging a hyper-focused audience data strategy, the client received actionable insights about their highest-value customer base and maximized the effectiveness of their paid media efforts. Refining our client’s audience design strategy and integrating customer insights generated a 16.8% increase in review submissions.

Occupation

Middle Management in Blue-Collar Positions Household Income

Relatively High, Over $100K Annually Lifestyle

Environmentally Conscious DIYers Interests

Electronics/Computers, Finance/Investment Services, Home Improvement, Tennis, Golf Behaviors

Online Shoppers Who Still Look for Bargains in Addition to Finer Things