Marketing Segmentation
Brand development, category development metro analysis
Challenge
One of the largest HVAC distributors in the world needed analytical insights into what metros in the United States they should market their product and how they should prioritize developing and supporting their growing contractor network.
Insights
Using hundreds of county level predictors related to both their product and their desired customer, Brunner is able to develop a comprehensive view of markets in their footprint across varying geographic levels.
Strategy
Segmentation breaks down markets by HVAC sales potential (Category Development) vs HVAC sales penetration (Brand Development) to further understand potential of markets relative to others.
Results
- Findings are presented in a web based interactive application for client to utilize
- Additional information specific to the line of business including contractors, dealers and distributors is overlaid to provide additional context for market segmentation
- Prioritization of optimal markets has resulted in a 30% YoY increase in leads
