Creation and implementation of a
Digital Account Segmentation Tool for
a Global CPG
by Anuar Heberlein
A global CPG asked StrategiaGTM to develop a
Digital Account Segmentation Tool to improve
brand activations and increase account
visibility at the C-suite level.
+300,000
Accounts strategically
segmented
Global Impact
StrategiaGTM’s segmentation
tool was launched globally
A global liquor and beverage manufacturer managed over 300,000
accounts in the US alone. While segmenting off-premise consumption
accounts was simple (customers purchase beer and liquor in their
neighborhood shops), segmentation for “on-premise” accounts was
significantly more challenging (a Midtown NYC bar is visited by customers
from a myriad of suburbs and have different income levels, ethnicities and
professional backgrounds). To improve brand activation and C-suite
visibility, Global Liquor Co asked StrategiaGTM to develop a Digital Account
Segmentation Tool.
OUR SOLUTION
Creation of Account Segmentation Tool
To alleviate this problem, our team was assigned the definition and creation
of an account segmentation tool that would leverage big data to conduct
segmentation.
Based on our suggestions, a data lake was created that incorporated
account information from social media such as Foursquare, Instagram, etc.
including billions of data points. The system linked to each of the different
accounts to create an enriched dataset that would allow our client to better
segment its accounts and activate its brands.
CLIENT IMPACT
Segmentation Tool proven Successful
Our account segmentation tool was initially tested through pilot regions
within the US.
Having proven its success, our algorithm was rolled out nationally to over
300,000 accounts. Similar versions of our algorithm were also launched in
other regions across the globe including France, Spain, and Latin America.
A Top 3 Cloud vendor wished to
validate the appetite for a new
product and service offering for
enterprise customers. The
company asked StrategiaGTM for
help.
A childcare management SaaS
company based in the UK needed
support with entering American
markets. They turned to
StrategiaGTM for help with a
refreshed Go-to-Market strategy.
