Narellan Pools: Diving into big data for Narellan Pools
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...