Case Study Leveraging social media intelligence for conducting customized geo targeting campaign and improved customer engagement Business Challenge Client: Leading software, services and solutions company One of the large technology companies wanted to better target profitable segments for acquisition and enhance engagement with their profitable customers to drive digital utilization. With this they also wanted to propagate engagement to drive Industry: Technology customer brand advocacy. Business Impact: The company asked Blueocean Market Intelligence to create a more personalized • Market segmentation engagement initiatives based on digital profiles. They specifically wanted to avoid one-size-fits-all approach in the marketing campaigns and consider customer • Enhanced customer preference in defining engagement models. satisfaction • Effective campaign strategy Solution Initial build • Blueocean Market Intelligence conducted detail and in-depth social intelligence process to build initial understanding of depth and breadth of digital behaviors and attitudes www.blueoceanmi.com • They also identified the primary behaviors and attitudes of customers and prospects Integration and refining • Blueocean Market Intelligence team enhanced the existing customer segmentation by segmenting the customer base by overlaying with existing new norms segmentation • They developed model and attribute segments on top of the client database Outcome Blueocean Market Intelligence’s unique approach provided its client with a well-rounded understanding of how their customers use social media for work and leisure; and how susceptible they are to engaging with the client through this forum. As a result, client determined that they can encourage concept buy-in by kicking off its social media communication efforts first with the larger of the small and medium businesses that have a higher likelihood of accepting new ideas to manage their energy. With a targeted strategy, a phased roll-out to the group that showed more social media usage, more concept buy-in and more likelihood of engagement would prove to be an effective communication approach for the client. The research led to a strategy that embraced dynamic changes in the way their customers already communicate without disrupting their business. About Blueocean Market Intelligence Blueocean Market Intelligence is a global analytics and insights provider that helps corporations realize a 360-degree view of their customers through data integration and a multi-disciplinary approach that enables sound, data-driven business decisions. Since we live in a highly dynamic and multi- dimensional world, we believe the most effective business decisions come from a synthesis of data streams and not from one-dimensional sources. Using our 360 Discovery approach, we ensure the comprehensive use of all available structured and unstructured data sources, enabling us to bring the best to bear against each engagement. Strong decision support is enabled through a combination of analytics, domain expertise, engineering and visualization skills brought together in harmony. Leading companies have benefited from our partnership with financial growth, 360 views of their markets and competition, and improved customer acquisition, satisfaction and retention. For more information or to request a consultation, please email firstname.lastname@example.org or visit us online at www.blueoceanmi.com. Seattle | Phoenix | Denver | Chicago Cincinnati | Bangalore | Dubai | London © 2014 Copyright Blueocean Market Intelligence. All Rights Reserved.
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