Segmenting for Higher ROI

A new BIGresearch study reveals important market segments and the type of media plans that can produce the highest ROI to those segments. Of special interest in the study was a large group of online consumers labeled “Independents.” Independents have relatively low media consumption habits, but they are the biggest class of online shoppers.

Based on the study, consumer categories that benefit the most by devoting more of their budget to online marketing include products and services focused on clothing, travel or medical. These Independents do a substantial amount of comparative shopping/research online before they buy.

The BIGresearch study is done in conjunction with Medill School at Northwestern University. It is part of a project that measures behavior-based media consumption habits and segments these into clusters that can be used by marketers to increase performance.