The client is a large mobile wallet organization with millions of transactions ever month. They started executing several marketing campaigns to increase their reach and brand awareness. However, The success rate was very low compared to the industry rates. The client has over 80 million records of data in unstructured format and the entire campaign is being run without proper buyer persona identification. The campaign costs were increasing with no returns.
Exponentia knew where the big challenge was – unstructured data. The answer was in the data too. We used ExpoPersona to first convert the unstructured data into clusters of customer segmentations, applied our analytics engine to identify and segment the database by buyer persona.
The super segmented data had:
- Buying behavior of the customer
- Buying habits
- Likes dislikes
- Spending capacity
In addition to these insights Exponentia recommended 7 primary customer segments which could be sliced into over 50+ distinct customer sub-segments. This helped the client to execute high-touch and highly personalized campaigns which saw a significant increase in the response rates.