Executive summary
Lion Corp. is a venerable CPG company whose history dates back to the late 1800s, but it wants to stay on the leading edge in predicting consumer demand – especially from up-and-coming Millennial and Gen Z buyers. Ideally, the company wants to detect “unspoken needs” and tap into hidden demand that customers might not even consciously realize they have.
Lion Corp. found the predictive analytics, segmentation, and targeting capabilities of Treasure Data Customer Data Platform (CDP) an excellent fit with its demand-modeling needs and goal of greater marketing insights into customer lifestyles. Marketing campaigns and new CPG product features designed to appeal to loyal and new customers have won the company awards for innovation and successful, efficient target marketing to new generations.
Challenges
How do you make existing products relevant and attractive to new generations? And how do you understand your customers’ quickly changing lifestyles well enough to design successful, innovative new products? That’s the challenge Lion Corp. faces as Gen Z and Millennials become the largest target market segments for CPG sales.
Plus, the ad-blocking function of browsers and an aversion to banner ads, which is becoming more prevalent among Millennials and Gen Z, is making it harder to generate significant advertising results. In the established CPG market, new product development competition among companies has matured, resulting in the commoditization of products and making it more challenging to differentiate them.
Solution
Lion uses a combination of online data such as search keywords and contact media, offline data such as spending trends and purchasing data, and preference data such as demographics, hobbies, and frequent places visited.
The Treasure Data Customer Data Platform helps to extract and unify fragmented facts such as daily shopping behavior, distinctive living behaviors, and inferred personalities. From there, Lion’s data scientists and marketers imagine the lifestyles and scenarios of people’s lives, using the insights they gain in their marketing strategies.
Results
With Treasure Data, Lion was able to:
- Win a PR Gold Award for Best Consumer Launch. Understanding and predicting what customers want—and designing new products to match—wins awards and boosts new customer acquisition.
- Unify fragmentary data for better segmentation: Lion discovered its customer base divided into thirds based on their behavioral characteristics.
- Gain a deeper understanding of consumer preferences: N1 modeling helps marketers visualize consumer lifestyles and detect changes.
