Region: US, UK
People: Lori Yuhas, Dave Chilvers
Services: Research, Analytics, Segmentation
eBay is an online platform and marketplace pioneer that enables buying and selling globally.
As eBay expanded globally, the UK business sought to accelerate user acquisition and buying/selling activity while spending marketing dollars efficiently.
In collaboration with several research partners, Dave Chilvers and Lori Yuhas, now Marquee people, laid out a research and segmentation process that included qualitative exploratory, quantitative research and eBay user (actual behavioral) data. The process was designed to yield two segmentations – one of UK Online Shoppers (targeting) and another of eBay UK Users (usage patterns) along with a predictive buyer/seller acquisition/repeat model of how a segment would behave once acquired.
The team delivered a seven-segment UK Online Shopper segmentation identifying two heavy user segments – those people who passionately enjoyed the thrill of winning and/or opportunistic selling – and three new target segments – those who were open to buying on eBay, yet need understanding or encouragement. The marketing, category and product (platform) teams went to work, identifying strategies and tactics to attract, acquire and activate the identified target segments, while the predictive acquisition=>behavior model enabled the marketing & finance teams to strengthen quarterly and annual business forecasting.
As a means to imprint the segments into the minds of eBay employees, and drive the segments into the culture, the process culminated in a day-long employee workshop. The segmentation, deemed an eBay Best Practice, was shared and leveraged globally.
Shaped by the segmentation study’s findings and recommendations, eBay UK’s first ever targeted brand marketing campaign, supported by platform and category enhancements, added +4MM Year 1 new users and grew sales among new and existing users +59% YoY to £2.1B.