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Research + Analytics

Deep data, plus incisive planning minds, equals stronger interactions with the right audiences.

Businessolver – Be the Solution

When research showed that HR professionals wanted technology partners who could help them be the solution to organizational challenges, we saw an opportunity for HR technology provider Businessolver. We refined the company’s branding, identified priority sales prospects and elevated new positioning with the Workplace Empathy Monitor, a study of empathy in business. We packaged the findings into a range of content – earned, digital, social, lead generation – targeting key prospects. In eight months, Businessolver saw a 100 percent increase in year-over-year web traffic, a 40 percent increase in RFP requests, and most importantly, 8 percent increase in sales – all directly attributed to marketing efforts.

 

New York City Football Club — Building a Fan Base

We unlocked the dynamics of the NY soccer market so Manchester City Football Club could bring its expansion team, New York City Football Club, to the US. We classified potential fan households using five priority segments — each with their own level of sports/soccer fandom, potential for NYCFC engagement, tech habits, etc. — and then used those segments to inform who we engaged and how we engaged them. In its first year (2015), NYCFC sold over 16,000 season ticket memberships and was the third-most attended football club in the US.

BSA — The Software Alliance

Unlicensed software use puts innovation, IPR and jobs at risk, so we partnered with BSA to help put a stop to it, asking the global business community to report instances of unlicensed usage when it happens. Using behavioral audience segmentation to understand the media behaviors and emotional triggers of our target audiences, we designed a micro-targeted paid media campaign that increased qualified lead generation in over a dozen countries by as much as 90%, while reducing cost per lead by more than 60% in less than two years.

 

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