BUSINESS SITUATION
The client engaged a third-party customer analytics partner to help build their firmographic data for segmentation and targeting purposes. However, the vendor lacked deep financial expertise and a contextual understanding of the data. The client needed a partner who understood the business context and analytics to support them in developing data-driven strategies.
SGA APPROACH
- We reviewed the client's current attribution set across customer segments.
- We leveraged the client's content catalog and industry expertise to identify new attributes and highlight current market trends for each attribute.
- We then suggested potential campaign ideas and hypotheses.
- The team brainstormed key messages for the campaign.
- We discussed methods to measure campaign effectiveness with the client.
ENGAGEMENT
- SGA delivered an assessment of the client's existing attributes and highlighted the inability of the attributes to result in an effective campaign as they were too broad.
- We developed and suggested new attributes across all customer segments and provided a contextual understanding of each segment. We explained how the proposed attributes would derive better analytics.
BENEFITS & OUTCOME
- Supported the client with data mapping through our deep understanding of their products financial expertise.
- Delivered straight-forward and easy-to-understand data triggers that would result in a better analytics strategy.
- Developed a more effective customer segmentation and targeting strategy.
- Improved their understanding of their customers and the current market trends.
- Identified new opportunities to engage and convert their customers.
KEY TAKEAWAYS
SGA developed customized customer segmentation and a targeting strategy for the client. This strategy was based on a deep understanding of the client's business and the needs of their customers. As a result, the client was able to improve their marketing campaigns and generate better results.
