Harness the Power of Data

Our client, a top-rated consumer review site, wanted to increase review submissions. After executing a needs assessment, Goodway identified advanced audience segmentation and targeting as the highest-leverage mechanism to achieve the client’s desired outcomes.

Goodway conducted an in-depth analysis to determine underlying audience characteristics that correlated with submissions. By combining third-party data feeds with key first-party data points, our team identified an ideal customer profile that led to result-yielding audience targeting strategies for paid media activation.

By leveraging a hyperfocused audience data strategy, the client received actionable insights about its highest-value customer base and maximized the effectiveness of its paid media efforts. Refining our client’s audience design strategy and integrating customer insights generated a 16.8% increase in review submissions.