The COO of a major broadcasting company faced an enviable problem. Suddenly, one of the company’s new programs was a hit, with an audience that represented a new and appealing demographic segment. How could he and the CMO quickly adjust marketing spend to capture and…
BTG CASE STUDIES > CUSTOMER SEGMENTATION
Customer Segmentation Analysis
The Director of Marketing at a cross-border payment provider was trying to refine business development strategy in the face of heightened competition. Which customers were most likely to respond to the company’s value proposition? How could he boost engagement in these segments? With a number…