The background

This laptop’s marketing team focused its past marketing strategy on younger age groups. However, the team didn't have a clear measurement of the percentage this consumer segment represented among recent purchasers and therefore struggled to quantify the return on investment in this audience.

The action

Using gfknewron Consumer, the marketing team was able to size this segment accurately in unit terms, and to deeply analyze its path of purchase, including preferred retailers, and choice drivers to justify its recent spend to senior management, as well as find ways to further optimize budget allocation.

The result

Higher marketing efficiency through more relevant products, content and communication plus increased conversion among target audience by 5%.



increased conversion

Understanding target audiences to optimize messaging