Large Subscriber Company–Segmentation for efficiencies

  • Subscriber Company was underpenetrated in Hispanic Market and was seeking strategies to boost both awareness and membership levels
  • Investment resources were limited, so phased strategy was needed, seeking lowest hanging fruit
  • Organization had preliminary segmentation model for General Market

 

  • SSG adapted General Market segmentation model for Hispanic market and developed a dual-pronged consideration funnel addressing both emotional as well as rational drivers for membership
  • Through further analytics, SSG was able to identify the market size for each segment, the corresponding opportunity at each level of the funnel, and hence the highest priority acquisition segments
  • This enabled more targeted acquisition strategies and efficiencies

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