Large Advertisers and Marketers Segmentation
This project focuses helping the client understand the behaviors and tendencies of large advertisers as they invest in the client’s online advertising platform. As such, we conducted primary quantitative research and ran a regression analysis to segment the overall market into 5 segments. Each was defined by the way they tended to spend their dollars on advertisements, what metrics if any they placed the most importance on, and what other competing channels they choose to advertise on, and their over all budgeting and advertising goals in the next 2 years. With all of these, we created full profiles to illustrate all of the segments and collaborated with the client to discover which segments should be prioritized in the near future.
Quantitative Research
We designed an in-depth quantitative consumer research survey to explore the behaviors of the client’s customers. By exploring this, we we able to effectively divide the market into 5 unique segments. Each with a different perspective on how to budget Ad spending, which channels to invest in, and what metrics to measure success of campaigns across.
Where to Play
Following our research we created informative profiles that illustrated the full picture of each segment. With this, we guided the client through a series of exercises and workshops to uncover which segments they deemed the top priority to inform their upcoming marketing and sales strategies.