Pillars: 2 + 4 | Analytics + Digital

Positioning: Moving from broad audiences to intentional audience segments.

• Situation: Broad advertising audiences can make it difficult to understand which prospects are being acquired, expanded, retained, or re-engaged.

• Task: Create a segmentation framework that connects audience characteristics with different campaign objectives.

• Action: Developed a segment-based audience and campaign structure organized around four strategic groups:

  • Acquisition — reaching new prospects

  • Expansion — increasing engagement within existing audiences

  • Value — focusing resources on higher-value audiences

  • Retargeting — re-engaging people who have already interacted with the brand

• Result: Created a structured targeting model that gives campaigns distinct objectives, audience definitions, and messaging opportunities.

• Impact: Provides a more disciplined framework for audience targeting → campaign personalization → measurement → optimization.