Targeting and Demand Generation

 

"Who are our most profitable customers?"

"Who do we add so much value for that they are likely to continue ordering?"

 

These questions are critical first steps to unlocking reduced marketing expense, faster sales growth, and maximized profitability.

 

In today's digital-enabled world, attribute-based marketing can be used to help us target a precise customer segment – reducing marketing spend by removing customer segments who are unlikely to purchase from our marketing campaigns. Further, we can quickly assess the effectiveness (ROI) of an advertising campaign through data analytics, thus cancelling or expanding a campaign with a mouseclick!

 

We have learned best practices for this approach through years of trial and error testing - we can pass these learnings on to you.

 

Case Example :

 

Opportunity

An early stage ecommerce business was growing in revenue but not seeing the expected volume of sales for some products for their target customer. This had negative implications on inventory and supplier relationships.

 

Services Performed

We performed detailed data analytics on their customer base, order history, and marketing campaigns/spend to determine the root cause of the unexpected sales volume and determine if an action plan to address it was necessary.

 

Outcome

We determined that the company was receiving a significant number of orders from a customer segment that they were not directly marketing towards. These customers spent a larger amount per order, but they would buy different products than the company’s original target customer – resulting in the inventory and supply chain issues. Further, the company was not receiving the expected number of orders from their original target customer despite significant marketing efforts.

 

Given the unsolicited demand from this customer segment (and resulting lower customer acquisition cost), we helped define a targeted marketing campaign towards these customers and assisted the company in shifting their overall market focus. This reduced their customer acquisition cost and accelerated their growth rate.