A robust segmentation identifies the rational, emotional and behavioral qualities of a target audience. Isobar uses the segments from our Marketing Intelligence Practice to model and manage clients’ actual customer data, and from there to drive many aspects of clients’ marketing, product and customer experience.
Health and vitality leader, Tivity Health, was challenged with expanding the brand and increasing member engagement for SilverSneakers, their community fitness program specifically designed for older adults. Isobar has used System 1 segmentation insights to drive omni-channel acquisition, engagement, and brand advocacy.
This case study session will reveal how:
- Defining market opportunity informs business decision-making, influences product, market strategy, and drives digital experiences based on real segments
- System 1 segmentation, including MindSight Motivational Profiling and neuromarketing, drove the development of digital assets, 3rd party data assets (Facebook and Experian), and influenced campaign creative
- Segmentation is activated through data and technology specifically through CRM and media targeting