A leading global technology company was looking to better engage with end users through online communities and needed external benchmarks, as well as a series of persona-specific use cases, to inform their product roadmap. BTG delivered a former Navigant and PwC consultant skilled at market…
BTG CASE STUDIES > CUSTOMER SEGMENTATION
Optimizing Marketing Spend
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…
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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…