Big Data and Persona Marketing …connecting the dots from macro- to micro-level
A leader in the Health & Wellness category needed an innovative way to grow sales within their current customer base and extend their reach to new consumer groups. With this goal in mind, Decision Insight created a process to understand who their best customers are and, just as important, what motivates them.
The research begins with an in-depth analysis of the current customer base to identify profiles for each key customer type. The profiles are based on information such as life stage, income, and property ownership. Most market segmentation is based on psychographics, which are difficult to translate — our approach goes a step further by including behavior, such as shopping habits, media consumption, etc. Custom research among these segments determines the wants and needs for each specific group. The resulting segmentation leads to clear-cut personas based on lifestyles, health habits, and actual behavior. Connecting the dots between big data and custom research led to the development of a persona marketing strategy driven by fact-based profiles for best customers and tailored messaging and promotions.
The result: A growing customer base and increased sales, along with greater impact in achieving healthy living initiatives within these groups.