Case Study: Productized Insights for Lead Generation & Client Retention
Situation
At the start of COVID-19, Company X (an Ad Tech company) wanted to leverage a behavioral research tool to create a sentiment insights stack with infographics that could capture eyeballs when people were hungry for real user level data on outlook. The goal was to understand at scale how consumers in 6 countries felt about COVID-19 across the following themes: Mental wellness, shopping habits, government, health, and overall outlook.
Action
DSI reconfigured an existing tool to gather behavioral and sentiment data at scale for nominal expenditure during March 2020. From ideation, to execution, to production, DSI was able create something unique, timely, and indicative of future behavior during an unknown time. The data could also be used to target audiences with a relevant, desired sentiments, thus allowing for monetization of proprietary data created on each user.
Takeaway
DSI has the unique ability to test and iterate with existing tools. For this experiment, DSI was able to keep the level of effort and costs minimal for the V1, and following the experiment’s success, the effort was Productized and has since been monetized by the company across 17 sub verticals.
Results
The new insights stack was so successful, it was productized and now has 100s of iterations. Link to hub provided upon request.
Sales & Marketing now had proprietary data to engage clients with, whether new or existing.
DSI reinvented an internal tool’scapabilities to create a new, successful insights product.
