Our Work

Some of the challenges we helped clients tackle.

Carnival

Their Issue

Carnival wanted to assess whether a stronger focus on hispanics would drive higher revenue and profitable business growth.

What we did

We ingested Carnival’s past 3-year guest records into our unique data store, enriched their customer understanding with a broader behavioral and attitudinal segmentation and conducted a volumetric assessment of the Hispanic opportunity across specific DMAs.

What we found

We identified true Hispanic guests and their actual contribution to CC business in comparison to other guests. We also identified the actual number of Hispanics in the marketplace with high propensity to cruise with CC and helped them prioritize the DMAs that could generate the highest lift in sales, based on their best prospects.

Valvoline

Their Issue

Valvoline defined their key Hispanic DMA priorities based on Census distribution and wanted to understand if this approach was the most appropriate for optimum business growth.

What we did

We ingested their customer base, broken out by their top DMAs, contrasted this data with our data store to identify whether these DMAs overlapped with where the true Hispanic opportunity existed and which other areas they were missing out.

What we found

We were able to influence a new DMA strategy based on six key new regions with better potential to replace 16 of their current targeted DMAs, in terms of sales opportunities. We also defined the most effective media investment for each region, based on different ROI and growth scenarios.

Got Milk?

Their Issue

Got Milk? kept hearing that the majority of their customer segments were consuming the same amount or more milk than they previously had. Yet sales were declining.

What we did

We analyzed the last three years of their sales data, identified consumption patterns and developed a data driven consumer segmentation across Multicultural sub-groups in order to identify new growth opportunities and relevant “what-if” scenarios.

What we found

We identified neglected market sectors with high growth potential, which were not reached by advertising, and we currently monitor their success with these key segments on an on-going basis.

Foster Farms

Their Issue

In the efforts to win back share, following some production issues, Foster Farms needed to understand which of their customers they’d lost and to which national / regional competitors.

What we did

We analyzed their last three years of historical data on a total market to identify sales trends by ethnicity, acculturation and regions. We were also able to isolate which segments had been lost to which competitive brands at a household level and by specific DMAs.

What we found

We were able to identify unique issues across different Hispanic acculturation and across different regions. Additionally, we saw that switching behavior varied between regions, allowing us to recommend counter respective competitors messaging and to devise specific local strategies.

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