Custom audience segmentation and targeting strategy generated a lift of 16.8% in user submissions.
Our client, a top-rated consumer review site, wanted to increase review submissions. After executing a needs assessment, Goodway identified advanced audience segmentation and targeting as the highest-leverage mechanism to achieve the client’s desired outcomes.
Goodway conducted an in-depth analysis to determine underlying audience characteristics that correlated with submissions. By combining third-party data feeds with key first-party data points, our team identified an ideal customer profile that led to result-yielding audience targeting strategies for paid media activation.
By leveraging a hyperfocused audience data strategy, the client received actionable insights about its highest-value customer base and maximized the effectiveness of its paid media efforts. Refining our client’s audience design strategy and integrating customer insights generated a 16.8% increase in review submissions.
For us, understanding our clients' customers is everything. Rather than relying on gut feel, we believe in enriching marketers’ first-party data to identify the key traits that make their customers tick. This approach serves to anchor all of the buying strategies that we leverage to drive meaningful business results for our clients.
Ben DiesbachDirector of Analytics & Insights, Goodway Group
Lift in Review Submissions
Audience Segments Analyzed
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