NEW YORK, November 2, 2016 – Benenson Strategy Group (BSG), the leading strategic research consultancy, took home the top prize in the audience segmentation category for its work with the AA (the Automobile Association) at last night’s Data Storytelling Award ceremony, a Marketing Week event.
The Data Storytelling Awards spotlight and celebrate the strategies, people and brands that are setting the standard in data. BSG’s winning entry, The Watershed Moment: Segmenting for Transformation, was based on the segmentation work conducted by the firm’s UK office. The groundbreaking project helped the AA, UK's largest motoring organization, understand the new consumer landscape and deeply connect with its members, now and for the long term.
The award-winning segmentation is fueling a major strategic and commercial shift for the AA, and is the driving force behind a new brand campaign worth £7m. BSG’s research and strategy enabled the AA to re-focus into segments that are profitable and sustainable, and identify where the brand and its products have a unique ability to address unmet consumer needs. Moreover, the segmentation helped the AA achieve a more personalized CRM and new membership rewards structure, optimize their media planning efforts, and craft a clear roadmap for advertising creative.
The UK BSG team employed the firm’s Values-Based Segmentation approach to clarify the consumer landscape by combining underlying emotional values with big & behavioral data. Instead of just relying on behaviors, stated needs or demographics, BSG focused on unlocking what drives consumer opinion and choice. By uncovering the Hidden Architecture of OpinionSM, BSG was able to segment more effectively, prioritize the segments, and develop & test the most effective messaging within those segments across beliefs, benefits and proof points.
“We are extremely grateful to be acknowledged for this important work,” said Joel Benenson, Founding Partner and CEO of BSG. “In the AA we have a passionate partner who trusts our team to help them by employing what is clearly a different approach to segmentation. The results represent the type of far-reaching, impactful change we strive for, and we look forward to our continued partnership and more successes with the AA.”
This year’s Data Storytelling Conference highlighted how some of the UK’s biggest brands are innovating in data capture, extraction and storytelling to boost the most important marketing metric: ROI. The award ceremony featured 15 categories, each reflecting excellence in the use of data. The judging panel was comprised of the most influential minds in data and insight from top UK brands, and winners were chosen from a shortlist of overall entries.