DISH NETWORK / DIGITAL CUSTOMER SEGMENTATION
The Ask: Synthesize several disparate pieces of audience data (including digital activation history, consultant-designed growth audiences, Equifax/IXI household data, historical targeting data) to provide direction on future digital targets.
My Role: Completely owned the data analysis process based on existing data inputs.
The Outcome: An audience segmentation defining growth customers for digital marketing by demographics, life stage, financial standing, and purchase drivers for the pay-TV category.
