SEGMENTATION CASES
Case 1 – ‘’Mom & kids’’ brand. Segmentation by semantic
analysis
Objective: improvement of key KPIs as part of video ad campaign
Problem: Collect in a segment of people who read content typical of mothers with
kids 3-7 y.o
Output:
Selecting target audience by keywords from the customer clients database
384 K cookies, reading content typical of "Mommies"
Result:
VTR% is 30% higher than other sites
Case 2 - Food brand. Segmentation by semantic analysis
Objective: improve the effectiveness of the ad campaign
Problem: To collect a group of similar users called segment, who have a special
interest in food and drink, who consider them more significant things than the simple satisfaction of
physical needs
Output:
Selecting the target audience by keywords from the customer clients database
460 K cookies, reading content typical of "Foodies"
Result:
Bounce rate 24% lower, Conversion rate 42% higher compared to standard settings placement
