Case Study: MoneyGram achieves precise multicultural targeting and increased ROI with Geoscape

MoneyGram Takes Multicultural Marketing to New Levels with Geoscape

MoneyGram International, a global leader in money transfer services with 334,000 agent locations across 200 countries, needed a more precise way to reach its highly diverse, immigrant customer base. Multicultural marketing for MoneyGram depends on country-of-origin and hyperlocal insights rather than broad ethnic or language categories, and the team’s prior manual compilation of census and proprietary data was slow, inefficient and ill-suited to micro-level planning.

MoneyGram implemented Geoscape’s Intelligence System to combine demographic and spending projections with dynamic mapping at DMA, ZIP and block-group levels, enabling country-of-origin segmentation and visualization of opportunity at a micro scale. The platform accelerated identification of sales opportunities, improved placement of agents and targeted marketing (increasing sales in chosen stores), and boosted operational efficiency and ROI by helping the company put the right messages and resources in the right places.

MoneyGram

Hal Gronfein

Vice President of Marketing, MoneyGram