Three outcomes that defined the strategic impact
The strategy helped redirect spend to high-potential markets and high-value customer segments
Deploying marketing spend with segment-level goals, budgets, and acquisition tactics
Efficient strategy implementation supported by an updated marketing operating model
The challenge
Growth had stalled in key markets following the initial post-pandemic boost. The newly appointed Chief Digital Officer was tasked with defining a new commercial path forward that could turn the declining revenue into a new growth path.
The approach
We built a clearly defined commercial strategy around two core pillars.
The first was a new market segmentation, directing investments towards the markets, channels and products with the strongest growth potential while optimising others for profitability.
The second was a clearly defined target consumer profile, identifying the customers worth pursuing most: those yielding nearly twice the lifetime value of the average consumer.
The impact
Within the first full year of implementation, the new strategy lifted ROI on the total, global marketing budget by 14%. Meanwhile, total acquisition of the defined target consumer profile - which yielded nearly 2x the lifetime value of the current average consumer - increased by 8%.
Our updated commercial strategy has chartered a new and promising path to sustainably growing our business. Responsive's ability to help us clearly define and communicate the pillars of the strategy significantly accelerated implementation and value realisation.