Second-party data × psychographic analysis unlocks high-LTV customer segments
Media Behavior Analysis Increases High-LTV Customers by 20%
- ｰ
01.
Client Challenge
Major beauty salons had achieved some success in attracting new trial customers, but struggled with low conversion rates to full contracts, facing challenges in marketing investment efficiency.
Particularly, many trial customers left after a single visit, and the development of contract customers who deliver high long-term customer lifetime value (LTV) was not progressing.
Traditional segmentation relied solely on simple demographic attributes, lacking insights into which trial customer characteristics were most likely to lead to contracts and continued usage.
Optimizing LTV relative to trial acquisition costs became an urgent priority.
02.
Massive Act's Approach
Our company has built a cross-platform DMP that integrates data assets from popular women's media sites and beauty salons as an advanced second-party data utilization strategy.
By unifying user IDs, we achieved integrated analysis of media behavior and purchasing behavior—previously impossible.
Psychographic analysis using this second-party data decoded customer values and latent needs from SEO keywords driving traffic to the media site.
We discovered that user segments showing particular interest in "nightlife-related" content demonstrated significantly higher conversion rates and customer lifetime value post-experience. Based on this insight, we deployed a sophisticated targeting strategy.
03.
Project Outcomes
Through detailed analysis of media acquisition channels, new customer acquisition from high-LTV segments increased by 20% year-over-year, while conversion rates from trial courses to full contracts improved by 15%.
Users arriving via nightlife-related keywords recorded an average LTV more than double that of regular customers.
Improved accuracy in advertising effectiveness measurement also led to a 40% improvement in Return on Advertising Spend (ROAS), optimizing the entire customer acquisition strategy.
Furthermore, insights gained from this cross-channel analysis were applied to content marketing strategy and reflected in article themes deployed on media sites.
