Scotts Miracle-Gro’s digital activation journey: Unlocking the full potential of segmentation

Segmentations are powerful tools for understanding your audience but they can be challenging to activate effectively. Join us as we explore Scotts Miracle-Gro’s journey with GfK/NIQ in activating a unique and comprehensive suite of segmentation studies designed for digital engagement across their diverse line of home and garden products.

In this session, we will discuss how to: make segmentation intuitive and relevant to your business; ensure your segmentation is detailed enough to guide strategic decisions; align segmentation with future strategic goals; integrate segmentation insights into digital media plans and tools; and understand what segmentations can and cannot do, helping you avoid common pitfalls and leverage data beyond traditional uses.

We’ll also share insights on the power of collaboration across the business, research partners and media agencies to “GroMoreGood” in your overall activation plan.