Segmenting consumers

1,049 results found

Sort by

Article • WARC Best Practice, May 2019

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

How to use segmentation effectively

Article • Merry Baskin & Laurie Young, WARC Best Practice, July 2016

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.

Sequent Partners find faults in coverage, accuracy of multicultural-marketing data

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Research by Sequent Partners and the Alliance for Inclusive and Multicultural Marketing (AIMM) found significant gaps in the data used to inform multicultural campaigns.

Barclays takes an asset-led approach to data

Article • Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019

Barclays’ approach to data analytics involves focusing on existing analytic capabilities and where they can best be deployed, and then ensuring that project output can be repurposed or reused.

LendingTree turns to lifetime value

Article • Reed Karaim, Event Reports, KNect365 Marketing, Analytics and Data Science (MADS) Conference, April 2019

LendingTree, the financial services company, has found that a shift to focusing on customer lifetime value has helped inform its marketing and broader strategy.

What we know about marketing to Generation X

Article • WARC Best Practice, May 2019

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Proof Inc.: Fraud=Fraud

Case Study • SABRE Awards, North America, Associations, Gold, 2019

Canadian Life and Health Insurance Association (CLHIA), a nonprofit organization for insurance companies, made more Canadians aware of the repercussions of benefit fraud to deter them from committing any fraud.

Electric Power Research Institute (EPRI): How EPRI Electrified 2018

Case Study • SABRE Awards, North America, Energy & Natural Resources, Gold, 2019

The Electric Power Research Institute (EPRI), a nonprofit research and development company, increased brand awareness and share of voice in the US by launching a data-driven campaign at its Electrification 2018 conference.

What brands need to know about targeting gamers

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2019

Advertisers shouldn’t think in terms of gamers as a target market – they need to get more granular and understand the different segments within this audience.

Nescafé Dolce Gusto: Coffee Corners

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Nescafé Dolce Gusto used an inspirational, personalised multi-channel campaign to grow sales, improve penetration and increase its cultural relevance in the Middle East.

How do generational differences drive response to social-issue ads? The effect of value orientations across generations in the U.S.

Research Paper • Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Digital First, April 2019

This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.

MassMutual peers into the minds of its customers to sell retirement

Article • Reed Karaim, Event Reports, KNect365 Marketing, Analytics and Data Science (MADS) Conference, April 2019

MassMutual, the insurance provider, combined sophisticated segmentation with data science in order to better understand customer habits and drive 401(k) contrbutions.

Twitter and its Conversational Context: Towards a rich and relevant brand content

Research Paper • Angel Heredia Chía, Omar Schoijet and Ana Victoria Garcia, ESOMAR, Latin America, 2019

Twitter, a social networking service, detected the most relevant conversations held on its platform over the course of a year in Mexico to uncover user insight.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Tamara Cross, WARC Awards, Shortlisted, Effective Innovation, 2019

Virgin Trains, the British trains operator, increased journey numbers in the UK by a data-driven, targeted campaign through TV, radio and DOOH.

Robinsons: Revitalise

Case Study • Harriet Sanders, WARC Awards, Shortlisted, Effective Innovation, 2019

Robinsons, the long-standing UK fruit squash brand, turned around declining sales by revitalising its core range of soft drinks to deliver volume and margin growth for brand owner Britvic.

Dove Skin Cleansing: Content innovation via precision marketing

Case Study • Lorena Leonen, WARC Awards, Entrant, Effective Innovation, 2019

Dove Skin developed a data-driven campaign to transform its marketing efforts, increase relevance among consumers and drive sales in the Philippines.

Jo Malone London: Omnichannel Communications Programme

Case Study • Richard Calvert, Louisa Osmond, WARC Awards, Shortlisted, Effective Innovation, 2019

British fragrance house Jo Malone London ran a personalised email campaign driven by AI and data to increase rate of repurchase and drive sales among its customer base.

Renault Captur: Tokyo Edition

Case Study • Viviana Sampugnaro, WARC Awards, Entrant, Effective Innovation, 2019

Renault Italy, the car manufacturer, successfully drove sales of its Tokyo-inspired limited-edition Captur in Italy through an innovative digital campaign.

T STAR APP

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, Mobile & Apps, 2018

T Star, a Taiwanese telecommunications brand, launched an e-service and e-sales app in Taiwan to reduce the expense and competition in the 4G market.

Acuvue: The Lens to Her World

Case Study • Tangrams Strategy & Effectiveness Awards, Silver, Small Budget Marketing Campaign, 2018

Acuvue, a contact lens brand by Johnson & Johnson, launched its new Radiant Sweet contact lenses in Hong Kong by using first-party data and programmatic buying to convince wearers to upgrade their lenses.

How Diageo corrects gender assumptions

Article • Sam Peña-Taylor, Event Reports, MRS Impact, March 2019

When brands depict society, it is important that they think about who is doing the watching and who controls the action – an example from Diageo shows how to do this.

Danone ditches demographics for tribes

News • 22 February 2019

Danone, the French food giant, has made some major changes to the way it approaches segmentation and has seen significant uplifts in campaign metrics as a result.

How Disney’s "Black Panther" proved the power of cross-platform marketing

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

The Walt Disney Co., the entertainment giant, built a hugely successful cross-platform marketing campaign in support of "Black Panther", a pioneering superhero movie.

Tales, trends and tribes: how Danone makes sense of data

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

Danone, the global food brand, has attempted to humanise how it uses data in order to refine its marketing output, by looking at three distinct elements.

HP: Imagining the office of the future

Case Study • Ronnie Thomas, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Tech, 2018

HP, the computer company, used augmented reality in a campaign targeting businesses across APAC.

What we know about segmentation

Article • WARC Best Practice, May 2019

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
What we know about marketing to Generation X

Article • WARC Best Practice, May 2019

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
How to use technology effectively in your in-store marketing strategy

Article • Phil Gault, WARC Best Practice, February 2018

Outlines the types of technologies available to shopper marketers and establishes a strategic framework by which third-party brands can enhance the effectiveness of their in-store marketing.
How to apply segmentation to a media strategy

Article • Sue Elms, WARC Best Practice, July 2017

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
How to use segmentation effectively

Article • Merry Baskin & Laurie Young, WARC Best Practice, July 2016

This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.
How to build long-term brand loyalty

Article • Martin Hayward, WARC Best Practice, April 2016

This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.