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
