Customer Audience Segmentation for Consumer Review Site

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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.

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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