Challenge
A leading interactive gaming service needed to develop a foundational audience segmentation required to drive its brand marketing, subscription management and product development.
Approach
MTM conducted a panel survey at category-level to understand the competitive context, and a customer survey which was matched to transactional data to estimate the value of different segments and measure the bottom-line impact of moving customers through the brand funnel.
Outcome
We’ve helped our client set strategy for customer acquisition and retention, market prioritisation, portfolio brand management, and company KPIs.
