Markteffect helped Markteffect Sense move from generic target group segmentations to highly personalized (potential) customer profiles.

We have been supporting Swiss Sense in this endeavor for over eight years. What began with research into brand awareness and image has grown into a broad, data-driven partnership. By continuously providing relevant insights, we help Swiss Sense refine their positioning, strengthen their brand, and make their campaigns increasingly effective. Whereas previously the focus was mainly on utilizing research data, we now take a 360-degree approach to data within our partnership.

Our approach

Together with Datalogue, our partner from The Relevance Group, we have combined internal research and customer data with insights from available external data sources. Among other things, we have used master data, research data, response data, and website data. We have added advanced analytics and external data sources for enrichment. This resulted in customer insights analyses, data, and customer-based campaigns for acquisition and data-driven personas. These profiles provide in-depth insight into where potential customers are located, how they orient themselves online, and what they are interested in.

Based on the above insights, a digital marketing campaign was set up that targeted these profiles. The goal: to generate as many purchases as possible with the lowest possible advertising costs.

Based on the customer profiles, Datalogue set up a direct mailing campaign for a net effect, control, and test group, with Swiss Sense mailings landing on their doormats. The combination of sharp target group segmentation and a personal approach proved to be a hit.

Continuously enriching and optimizing 

But we are going one step further. For example, there are refinements within the "high-end" target group that we will investigate further. These insights form the input for new campaigns, both online and offline, with the aim of further increasing the ROAS. Continuously enriching and activating these profiles is what we will be working on together in the coming period.

Markteffect notMarkteffect based on ready-made solutions, but rather seeks creative, custom-made solutions that align with our challenges. Together, we ultimately developed a robust plan, in which we linked our available data to the data, insights, and research methodologies of The Relevance Group. We then translated the learnings into practical terms. From insights to actual campaign optimization, Markteffect really helped Markteffect move forward, based on their expertise and curious and committed attitude."- Guus Bastiaans, Manager Consumer Insights at Swiss Sense

Specialists who worked on this

Markteffect an independent research agency specializing in providing strategic insights based on market research. This project was carried out by a team of experienced experts, together with partners from The Relevance Group. If you have any questions about this research or would like to know how we can help with a similar project, please feel free to contact us. We are happy to help!