Headroom Vs. Heartroom: Using Customer Insight to Fine-Tune Targeting and Communications From Segmentation Models

This presentation details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies.

Headroom Vs. Heartroom: Using Customer Insight to Fine-Tune Targeting and Communications From Segmentation Models

Debra WalmsleyLeapfrog Research and Planning, United Kingdom

Stephen BarrPersuasion Engines, United Kingdom

INTRODUCTION

How often have we picked up a piece of mail from our doorstep or clicked on an email, to find something we consider wholly inappropriate or untimely from a company selling their wares? Over the last decade the sophistication of loyalty programs and the revolution in Customer Relationship Marketing (CRM) has helped reduce the level of what we might consider to be ‘junk mail’. Marketeers have become savvier to the ‘opt-in’...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands