18/11/2021
Closing the marketing gaps with Guy Kerem, Data Analyst at Konnecto
What do you like about your job?
The best part is finding the root cause of a gap we're seeing, the actual consumer behavior patterns, interests, and intentions that one competitor is leveraging better than our clients. That's where the most significant opportunity is—guiding when, where and how clients approach their target consumers to engage with their underlying interests and motivations.
For example, one of our clients is a non-bank online mortgage lender platform in the US. There has been a dramatic uptick of people who get comfortable doing significant financial transactions online, and the digital mortgage players are rising.
Our research pointed out that non-bank direct-to-consumer mortgage accounts represent 25 percent of the market and continue growing fast. In this evolving market, our goal was to identify all the opportunities our client could leverage and all the gaps they could close to win the largest share of consumers' attention and conversion.
We realized that our client is losing to the competitors in the segment of the first-time homebuyers at the research stage, who searched specific terms on Google, went through two particular websites, and ended up converting.
Acting on this opportunity gap required hyper-segmentation of the potential audience, investigating their specific needs and online behavior patterns.
To understand hyper-segments in-depth, we had to zoom into the early journey stages of the consumers who converted on one of our client's competitors. By analyzing their entire funnel, we were able to identify the key touchpoints and opportunities within consumer journeys that lead to conversions.
After determining the interests and behavior patterns of the online mortgage buyer, we began submitting suggestions on developing content on the key websites and improving visibility on Google by using specific terms.
After a few weeks of digital marketing optimization, there was an increase in first-time homebuyers on our client's platform with six times lower acquisition costs. With these results, I feel we made a real impact.
