Segmentation that meets you where you are
To ensure we deliver what’s right for your business, we offer two customer segmentation solutions:
Create new segmentation
Improve existing segmentation
Gain Theory’s differentiated approach: Tying effectiveness to audience segments, optimizing for growth
Our ability to tie marketing effectiveness directly to audience segments is what sets us apart. Our unique, privacy-compliant methodology, bolstered by partnerships like Choreograph, allows you to understand which channels and tactics work best for different audiences. We can score audiences on media responsiveness and buying index, enabling you to optimize your media for specific geographic and demographic segments without compromising consumer privacy.
This is achieved by moving beyond user-level data and instead integrating audience information with marketing activity at a hyper-local geographic level (e.g. by zip code). This innovative approach creates thousands of natural data variations, enabling robust, granular measurement without compromising consumer privacy. We also have access to robust datasets from WPP and third-party providers that can augment your own data.
In turn, this enables you to measure and analyze marketing performance by specific audience segments. For example, you can:
- Measure the incrementality and efficiency of marketing tactics (creatives, channels, partners) for different audience groups.
- Find opportunities within low-penetration audiences that show higher-than-average marketing response.
- Create a continuous cycle of geo and audience targeting, measurement, and optimization.
From audience insight to business impact
We enable you to understand how marketing can drive conversion by audience, and how to optimize media and marketing strategies and tactics to maximize that conversion. Ultimately, we don’t just tell you who your segments are; we tell you how to reach them effectively and what messages will resonate.