"Naturals" Personal Care Consumers
Passive Metering to Understand and Influence Omnichannel Shopping Behavior
The client needed to explore the shopping behavior amongst consumers considering ‘natural’ personal care products, including social media to pinpoint where to focus marketing spend.
Leveraging a range of data sources including big data, passive metering, and survey responses, OmniPath® decoded:
The behaviors and attitudes of the “Naturals” consumers
The omnichannel path-to-purchase including key moments where consumers can be influenced
Specific tactical avenues and instances to reach the consumer through digital and social media engagement
Armed with this information, the marketing team knew to focus their social media ad spend on Facebook and YouTube to influence the shopper’s journey and increase sales.