Which?: Doppelganger targeting

This case study describes data analysis by Which?, a consumer charity, which sought to understand its audience through profiling, in order to improve targeting.

Which?: Doppelganger targeting

Mike Colling & Company

The team

Bodhi Morrison, Alex Prout, Tim Samuel, Slavina Racheva, Andrew Gradon, Alison Crocker, Leigh Dost.

Other contributor:

Quantcast – Audience profiling and targeting.

How did the campaign make a difference?

Understanding online audiences presented a significantly different challenge for Which?, requiring an innovative profiling approach with new data segmentation and analysis solutions. This delivered invaluable insight into the audience profile, for evolving optimisation and target refinement.

What details of the strategy make this a winning entry?

Which? has never been short on user insight: customers are discerning detectives always seeking expert advice,...

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