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

No comments yet.

Leave a Reply

You must be logged in to post a comment.

AdAge: Super Bowl Advertisers Fell Short on Key Diversity and Inclusion Measures, Analysis Shows


The ads got particularly bad scores when it comes to ‘cultural relevance,’ especially from Hispanic audiences, according to a new […]

ANA/AIMM Commitment to Systemic Change in Marketing

Join the pledge crop

At ANA and AIMM, we strongly believe that every person — regardless of race, ethnicity, sexual orientation, gender identity, ability, […]



CIIM makes a direct correlation between culture and business performance such as enhance brand perception, increased ad effectiveness, and lift […]

CIIM Programming Insights – INFOGRAPHIC

CIIM programming1-pic

Cultural Insight Impact Measure is the industry leading metric that validates the impact and effectiveness of cultural insights in ads […]