Narellan Pools: Diving into big data for Narellan Pools

This case study shows how Narellan Pools, a pool-building brand, used in-depth data mining to source the main drivers for pool purchasing in Australia and increase its sales.

Narellan Pools: Diving into big data for Narellan Pools

Principal author: Luke Brown, AFFINITY
Contributing authors: Adam Shar and Angela Smith, AFFINITY

Summary

Narellan Pools is an Australian pool builder. In a market experiencing declining home affordability, increased debt, and a shift towards higher density urban living, company sales were in long-term decline. A shift towards digital helped reverse this decline. This case outlines how the business then accelerated its growth by exploiting a 'big data' insight about the exact time when prospective pool buyers were most likely to convert into sales. A strategy activated marketing whenever...

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