Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "segmentation"
- Some 60% of marketing and sales professionals participating in a CMO Council survey do not co-own data and customer strategies.
- In order to re-engage inactive members of the Bonvoy loyalty program, Marriott's marketing team reached beyond its own first-party data. By layering in third-party data, the team identified key sub-segments and themes for crafting more personalized appeals. Marriott International, Director of Loyalty Program Marketing, Leigh Strickland, shares their learnings from marrying the right data with targeted offers and messaging to re-activate the deactivated.
- Three years ago, HBR used email to push out one promotion per week for the core business, with no testing, no creative updates, and thoughtful segmentation. How did they turn around a program grounded in an aging, stressed database with primitive segmentation? How have they learned to handle a maturing email program that tries to conquer the daily flood of requests and still innovate? Harvard Business Review's Nini Diana, Dir. of Consumer Marketing, discusses how by 2022, they've made substantial improvements in messaging customers and readers.
- Professional sports players may get a break during the off-season, but for the Arizona Cardinals' marketing team, this is the time to engage fans on a different level and aim them toward season ticket products. Arizona Cardinals' Email Marketing Analyst, Angie Weyman, explains how the brand is using hyper-segmentation routines to isolate season holders from ticket buyers and non-buyers in order to tailor messaging for these different relationships with the team brand. Their use of dynamic content insertion and careful measurement is giving them a fuller picture of these different fan sets and what it takes to engage them whether players are on or off the field.
- When omicron began surging in December, Ro became an unlikely destination for rapid Covid tests. With plenty of tests in stock, Ro strategized a CRM campaign to spread the word. In this fireside chat with Amy Heir, Ro's Senior Director of CRM, you'll learn how Ro navigated the CRM push for rapid Covid tests and prioritized segmentation. Amy will share the steps her team took to make sure Ro could get tests in everyone's hands. She'll touch on targeting, knowing your customer, testing, and more.
- What do you do when faced with poor inbox placement rates and high spam rates in GMAIL? If you're Terminix, your email hero begins a deliverability journey. Segmenting the audience by engagement addressed the problem, but that led to decreasing list sizes. Tune in to hear how our hero juggled deliverability, customer acquisition and conversion goals.
- The path to customer loyalty will be mobilized, but cracking consumers' limited app awareness and reuse takes a multi-pronged approach. Fazoli's chief marketing officer, Jodi Conrad, explains how the QSR brand used aggressive acquisition tactics, streamlined interface, 360-degree promotion, and data-driven segmentation to grab home screen mindshare. The results not only grew the topline loyalists number but also bottom line participation and revenue.
- Shouldn't there be a little more mystery, and segments? Won't reading emotion be even creepier?
- Breaking down old silos, taking on new technology, staffing a specialized team, educating the organization to trust in segmentation and test protocols. Any one of those projects is daunting for any brand, let alone a 120-year-old retail giant that just announced a $1 billion effort to redo the customer experience. But doing all of that at once? Sonia Williford-Gill, Director of Owned Media at JCPenney, shares the learnings from a two-year project to rebuild JCPenney messaging from the ground up.
- Doing it once is the easy part. How you roll out email marketing, audience segmentation and database management across a portfolio of brands and a variety of countries is a different ball game -- and requires a whole lot of testing and learning. Rebecca Herwitt, Kimberly-Clark's Global CRM Lead, will share how she's scaling across 10+ brands and dozens of countries to be globally effective and locally efficient.
- LegalZoom will delve into strategies and tools that has enabled them to unlock interesting insights and findings that were applied to campaigns. LegalZoom's Senior Lifecycle Marketing Manager , Debbie Gee, will explore ways in which they have optimized journeys and audience segmentation to drive measurable and meaningful results.
- Limited budget? No problem! Learn how to leverage smart targeting to run a single campaign that effectively reaches two distinct audiences, driving strong Return On Ad Spend (ROAS) for each. Brookdale's Digital Marketing Manager, Bliss Wade, explores real-world strategies for using first-party data to personalize experiences for each target segment, utilizing A/B testing to optimize messaging and creatives. Discover how to stretch your marketing budget further while generating high-quality leads with this results-driven approach.
