A CASE STUDY
HITTING A HOME RUN WITH YOUR TARGETING STRATEGY
One globally-recognized travel company sought MMR’s help to do just that - hit a home run. It had already hypothesized several potential new segments but needed to validate, understand, and size these targets in order to build out its targeting and communication strategies.
Which new target(s) have the greatest potential for business impact and what are the most effective strategies to reach them?
A multinational, quantitative study with a three-part analytical approach
Using a customized A&U coupled with segmentation techniques, MMR conducted an online study across multiple countries to 1) identify and validate the hypothesized segments 2) calculate each segment’s market size and revenue potential within and across countries, and 3) build out robust persona profiles to develop communications strategies
MMR discovered two of five segments with sufficient value and conversion likelihood against which to develop a larger strategy. Taking these along with recommended messaging tactics based on segment insights, the travel company was able to develop targeted conversion plans instead of settling for a least common denominator solution.
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