Scoring for Success: How Imobiliare.ro Increased Leads by 14% through User Segmentation

The Challenge

Imobiliare.ro struggled to effectively segment their large app user base to deliver the right message at the right stage of the customer journey.

• Inability to segment app users based on specific in-app actions.
• Difficulty targeting users with relevant messages based on their funnel state.
• Need for a more efficient way to distribute the marketing budget across different audience temperatures.
• Requirement for technical solutions to facilitate data-driven business decisions.

Our Approach

To increase lead volume and budget efficiency, we implemented a tracking strategy rooted in a user scoring system.

1. User Scoring Framework: Implemented a system to score users based on their specific actions within the app.
2. Audience Segmentation: Grouped users into three distinct segments: Cold, Warm, and Hot.
3. Funnel-Based Targeting: Labeled each user to create specific audiences for marketing platforms, targeting the upper-funnel (Cold), middle-funnel (Warm), and lower-funnel (Hot).
4. Strategic Budget Redistribution: Allocated the marketing budget based on audience temperature: 60% for Cold, 25% for Warm, and 15% for Hot.
5. Dedicated Messaging: Developed specific messaging tailored to the funnel state of each of the three audience segments.