We sorted through the data and found that people who were interested enough to follow or ‘like’ our client on social media had different behaviours than people who were willing to buy.

In other words, there was a difference between browsers and buyers. So we created a list of 6 distinct types of buyers depending on what they searched for online, how much they shopped from brands carried by our client and which brands they liked best. Then, going one step further, we also sorted this buyer audience into categories based upon when in the day or week they are most likely to engage with the web-based content provided by our client—making sure each type had its own unique digital needs.