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.
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.
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.