Use Case: Bel ES

Open

Objective and Context

The Bel Group, a multinational cheese marketer, wishes to improve their communication with their customers and sales by understanding how best to market their products to their specific audiences. As Bel has products that are targeted to almost everyone, they want to segment and separate their audiences. In Spain, they are using sociodemo to create personas for their brands in order to know which audiences to market each product to. After defining these personas, the goal is to identify which personas work best for their products.

Creating Personas

To create personas for Bel’s different brands and to give them an idea of possible volumes, Data Services uses sociodemo as the first discrimination criteria for an audience exclusion on WAM. For example, one of Bel’s targeted audiences is men aged 35+. To create a persona, Data Services uses both the Generic Taxonomy and customized MoonFish segments (behavioral segments) combined with the male gender and age 35+ (demographic segments) with a quantile of 17 in WAM. This gives Bel an idea of the volumes they might have for this specific target audience.