Stadia applied data mining and advanced segmentation techniques to unearth multiple segments. Focus segments that offered the best ROI were identified, and media strategies for efficient targeting were determined.
We mapped multiple databases and carried out a segmentation exercise on the early adopters. We identified look-alike clients in the larger database of clients and identified 2 segments that exhibited the highest propensity to migrate to the new program – these 2 segments also accounted for a significant proportion of expenses.
Mapped the zip code concentration of the individuals in each of these two segments and provided a strategic roadmap for targeting.
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