Swiss Sense - Highly personalized (potential) customer profiles

We have been supporting Swiss Sense in this endeavor for over eight years. What began as research into brand awareness and image has evolved 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 the focus used to be primarily 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. This includes the use of master data, research data, response data, and website data. We have supplemented this with advanced analytics and external data sources for enrichment. This resulted in, among other things, 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 navigate online, and what resonates with them.

Based on the above insights, a digital marketing campaign was launched that specifically targeted these profiles. The goal: to generate as many purchases as possible while keeping advertising costs as low as possible.

Based on the customer profiles, Datalogue launched a direct mailing campaign targeting a net-effect group, a control group, and a test group, with mailings from Swiss Sense arriving in their mailboxes. The combination of precise target audience segmentation and a personalized approach proved to be a huge success.

Continuous enrichment and optimization

But we’re taking it a step further. For instance, there are refinements within the “high-end” target group that we’ll be exploring further. These insights serve as the basis for new campaigns, both online and offline, with the goal of increasing ROAS even further. Continuously enriching and activating these profiles is what we’ll be focusing on together in the coming period.

“Markteffect doesn’t rely on off-the-shelf solutions; instead, they seek out creative, custom-made solutions that address our specific challenges. Together, we ultimately developed a robust plan that links our available data with the data, insights, and research methodologies of The Relevance Group. We then translated these learnings into practical action. From insights to actual campaign optimization, Markteffect truly helped us move forward, thanks to their expertise and their curious and engaged approach.” - Guus Bastiaans, Manager of Consumer Insights at Swiss Sense

 Specialists who worked on this project

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