Talk America B2C Customer Profile
ICS Product/Service Area: Analytics
Talk America was challenged with better understanding the different buyers of their different B2C product mix (Phone Land Line, Internet dial up and DSL Service). At the time, they were “blanket marketing” within their service area. Over time, results were fading.
ICS conducted an extensive customer profiling initiative to gain insight from each of the product segments referenced above. We utilized Acxiom’s Personicx household-level segmentation system. This provided a powerful, yet easy to understand solution to provide the product / customer framework we were looking for.
The segmentation results were able to successfully detail the unique customer traits for each one of their products … as well as households that purchased bundled services. This insight helped to refine targeting approaches for the client moving forward.