Case Study PMS 143
PMS 284
Leveraged data from social channels to build consumer segmentation models and understand market penetration
Client Leading consumer goods company Industry Consumer Goods and Services Business Impact • Consumer insights • Product intelligence
Blueocean Market Intelligence helped one of the largest consumer goods companies to understand the purchasing behavior, interests and attitudes of core consumer segments for one of their dairy products. Business Challenge •
Understand the purchasing behavior, interests and consumer segments for one of its dairy products
of the core
Solution • •
•
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Social intelligence architecture measured and monitored the influence and outreach of the brand and across customer segments, loyalist , switchers, prospects etc. Monitored, measured, enhanced and protected brand equity by about key brand understanding customer opinions and compared to the and trends over (one year of historical data) Assessed social conversations of the brand as well as its competitors
case in point
case in point Outcome
Preferences of the four Consumer segments
Preferences of the Harvey four Consumer • Five scale Ballssegments model represented
the preferences of four prominent consumer segments the degree to which a consumer group a key topic of discussion • Analysis indicated that the client needed a users and engagement strategy to involve A Brand B contribute to Brand brand’s efforts for higher visibility in Consumer Clout social media space • Helped client devise a new social media Brand strategy Brand A B based on the insights • Advised to run “micro campaigns” and interact with as number of prospects seems customers in to be high due to recently launched flavors by the brand Flavor/Taste
Health Benefits
Recipe
others*
Flavor/Taste
Health Benefits
Recipe
Flavor/Taste
Health Benefits
Recipe
others*
Flavor/Taste
Health Benefits
Recipe
others*
Moms Wellness
others* Enthusiast
Moms
Teens
Wellness Enthusiast
Coffee Addicts
Teens
Brand A
Brand B
Coffee Addicts
Consumer Clout Brand A
Loyalists Loyalists
Existing Users 7%
Loyalists
Loyalists
Existing Users
7%
62%
12% 70%
4% 2% Prospects
Prospects
12%
70%
Switchers
Switchers
4%
Switchers
4%
Existing Users
4%
Existing Users
Switchers
4%
62%
Brand B
4% 2%
Prospects
Prospects
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business decisions come from a synthesis of data streams and not from one-dimensional sources. hub hub suite Using our 360 Discovery approach, we ensure the and factcomprehensive use of all available structured and meaningful unstructured data sources, enabling us to bring and the best to bear against each engagement. Strong experience in in major industry the Cross-Tab Services, Access professionals mobile learn more, on For more information or to request a consultation, please email info@blueoceanmi.com or visit us online at www.blueoceanmi.com.
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