Award-Winning Honestly Smart Digital Marketing The AdExchanger Awards Finalist 2020 Finalist 2019
The Drum Digital Trading Awards US Winner 2020 Highly Commended 2018 Winner 2017 Winner 2016
The Wires Global Winner 2019
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C ASE STUDY
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 A top-rated consumer review site wanted to learn more about who its target audience is and how to increase review submissions. The site wanted to better understand who its audience is to get smarter about activating on channel key audience characteristics to drive better performance.
Most Active Review Submitters Target Customer Profile
16.8
Lift in Review Submissions
Age
20-39 Education
Undergraduate or Graduate Degree
Strategy
Want to harness the power of data to reach the right audience? Contact us to learn more about data strategy at info@goodwaygroup.com.
goodwaygroup.com 20F-G647045965 © 2020 Goodway Group. All rights reserved.
Our data science and analytics teams conducted an in-depth analysis to determine which audience segments and characteristics were associated with the most conversions submissions. They leveraged a raw data feed from one of our strategic data partners and coupled it with key first-party data we collected. This allowed us to execute customer profiling on our client’s customer base, which enabled us to determine their ideal customer profile.
Success Through our analysis, we created a target customer profile for users who were the most active review submitters. We translated the customer profile into audience segments for paid media activation. Refining our client’s paid media targeting strategy with these actionable 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