“Placer's tools helped us analyze our customer data and uncover actionable insights, identifying key segments so we could tailor our marketing strategies accordingly. Achieving a 22% lift in appointments YoY with significantly reduced marketing spend is a testament to Placer's invaluable impact on our strategy; it's an absolute game-changer."
~ Angelica Alaniz, Director of Research & Insights, TRUth Advertising
The Challenge
Liberty Tax Service, with 2,500+ locations, engaged TRUth Advertising to profile their customers and tailor marketing strategies to better reach their target groups.
How could TRUth leverage Placer's advanced data capabilities to identify and target the right customer segments?
The Solution
Narrowing 20 customer segments to the top 4 and creating campaigns that speak to each
Turning to Placer, TRUth took 2 key steps to profile target customers:
1. They studied the demographics of visitors nationally and for each of the 2,500+ Liberty Tax locations, giving insights into both customers and prospective customers based on visitation and proximity.
2. They used PersonaLive to identify and append segment information on each customer in Liberty Tax’s CRM.
Merging Placer and first party data in this manner helped TRUth identify the 20 high-indexing customer segments most likely to use Liberty Tax before narrowing these into the top 4 segments for targeting and team training. Information for these customer segments included social media preferences and interests, web behaviors, shopping behaviors, and key demographics.
Learn more about PersonaLive
With the segmentation analysis and consumer deep-dives done, TRUth prepared creatives that spoke to each segment individually, using OnePulse for creative concept testing to ensure that campaigns connected with the key segments where Liberty Tax saw growth opportunities.
The omnichannel campaign ran nationally with ads in OTT, video, and display.
The Outcome
SUCCESS: Campaign Boosts YoY Appointments by 22% with $2M lower total ad spend
Calling the campaign a success is an understatement, with new customer acquisition growth, improved retention rates, and a 22% lift in appointments YoY, all while spending $2 million less than the previous year. The success of the campaign earned TRUth and Liberty Tax several awards, including "Best in Show," "Agency of the Year," and "Most Innovative Use of Data over $500K."
