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.

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 […]

These 6 Ads Are the Most Effective Multicultural Marketing Messages in Recent Years


“Nothing Comes Easy” by Grey New York for Procter & Gamble is among a small group of top-performing multicultural ads. […]