Opportunity

Our client knew their primary customer profile, but they were curious about the demographic and psychographic characteristics of their other buyers. Our team conducted a customer analysis to uncover other meaningful audience groups that could drive growth for our client.

Impact

$4.5
million in incremental revenue
84%
new customer rate
Approach
1
We leveraged our client’s CRM data and evaluated purchases by product/age/income/mosaic segment. We then looked at pockets of over/under-indexing to identify adjacent segments of opportunity beyond their core consumer.
2
This analysis highlighted a meaningful group of buyers who were lower income than their traditional buyer. We evaluated media paths and onsite-interactions to better understand this segment’s enterprise behavior and needs.
3
We constructed the audience and tested within display and paid social for a 3 month period, comparing performance to current audiences. The audience drove $1.1M in incremental quarterly revenue and has been maintained as an always-on audience with the potential to drive $4.5M in revenue annually.
Enterprise Marketing Return
(EMR)
E-COMMERCE
IN-STORE
CUSTOMER FUTURE VALUE

CUSTOMER FUTURE VALUE

CLICK HERE

Future customer value is a key component of EMR, and this work helped uncover a meaningful customer segment to provide our client with ongoing growth. It also helped our client realign their focus towards their various consumer segments.

INCREMENTALITY
MARGIN