How did Personality-based marketing drastically improve a global wireless carrier's targeting power?

Situation

A top-tier wireless carrier had developed a demographic customer segmentation model that lacked clear differentiation in terms of consumer needs and preferences, behaviors and economics, or the causal linkages among segments. As a result, the company was unable to target and tailor marketing treatments to its customer base with any degree of accuracy, stability, or marketing success.

Solution

Rosetta applied its unique Personality segment-based approach to the client's existing customer data to build an actionable segmentation framework built on the drivers of brand choice and category usage.

• This realignment produced dramatically improved target segment resolution
• The company's retail sales, direct mail and revenue generation programs are now armed with improved targeting and tailoring capabilities