Adecco boosts growth with niche segmentation & targeting.

Adecco is a world leader in workforce solutions.

They help individuals achieve lifelong employability and empower businesses to optimise their talent.

Every day, they place more than 700,000 people in work across the globe, and employ 1700 people in the UK and Ireland.

Adecco wanted to grow their business through niche targeted marketing campaigns

Their first step was to increase their understanding of the types of companies it services, and to segment its customers into groups.

This segmentation and targeting would enable a more tailored and appropriate marketing approach.

Data HQ's solution

Our consulting team help clients plan targeted marketing activity by identifying groups of customers with similar properties and or behaviour.

Strategic insights are delivered in a visual and intuitive format, segmenting and targeting customers based on real-time patterns.

Utilising customer data recorded by Adecco across 36 months, Data HQ:

• analysed its purchasing trends
• identified unique traits and characteristics
• mapped these trends & traits against Adecco’s customer profiles.

This highlighted high and low value segments within Adecco’s target market, whilst giving greater insight into the types of businesses they had the greatest engagement success with.

The results

Thanks to the the data analysis project with Data HQ, Adecco’s management team now uses key insights to tailor its sales and marketing messages to the most appropriate recipients.

Ultimately, the project has enabled Adecco to optimise the effectiveness of niche targeted marketing campaigns.