Researchers spend millions of dollars on segmentation studies each year to define their brands’ exact target audiences. However, more often than not, this work falls short when it comes to marketing execution. Why?
- The attitudinal and behavioral nuances of each segment are loosely translated into demographics, often missing the mark entirely.
- Marketing campaigns are executed with the best message overall versus a custom message preferred by each segment.
Learn how Verizon used the Survata platform to:
- Conduct creative tests
- Create custom, digital marketing segments
- Shift media buying from demographics to behavioral & attitudinal data