Samsung Electronics Australia: Samsung Galaxy Tab S2: A data love story

This case study details a campaign from Korean tech giant Samsung that launched its new Galaxy Tab in Australia using big data to identify trends in the category, and small real time data to target the message, increasing share of the premium segment by 10 percentage points.

Samsung Electronics Australia: Samsung Galaxy Tab S2: A data love story

Executive Summary

This is story of data meets data. A tale of bringing together data from two different worlds, big and small, to launch a new tablet in an original way; the Samsung Galaxy Tab S2. We used big data to identify trends and behaviour within the category and small real time data to target our message. Allowing us to entice our audience to get closer to the things they love on a Galaxy Tab S2.

Successfully shifting our share of the tablet market from 25% to 33% and...

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