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Article: MARKET RESEARCH: CASE STUDY - Vonage UK.(Case study)(Brief article)
- Article from:
- Marketing Week
- Article date:
- August 13, 2009
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Internet telephony provider Vonage is devising a marketing plan to target British expats outside the UK. The company is researching people by segment, rather than demographics.
"We go after niches, rather than country by country," says Vincent Potier, Vonage UK managing director. "But even though 10% of the UK population live outside the UK, there is no data available on them."
Vonage UK's media agency uses Acorn and its data management agency uses Mosaic. Recently, the Vonage database was checked against Mosaic and the segments examined.
"We were looking at where we over-index and where we under-index," explains Potier. "We were looking ...