Case Study: The Sound achieves deeper audio audience insights with Greenbook

The Sound identifies an additional high value segment with Greenbook

The Sound, a leading audio brand, faced the challenge of needing a more nuanced understanding of its quantitative segmentation of online music listeners. To push the work forward and identify opportunities for portfolio optimization and marketing, they partnered with vendor Greenbook, which employed its proprietary solution involving quantitative mapping and digital diaries.

Greenbook's solution involved hypothesizing and quantitatively sizing the "jobs" that audio satisfies for people, then humanizing these priority jobs through digital diaries. This approach provided The Sound with an in-depth understanding of each segment's relationship with music, identified an additional high-value segment, and uncovered strategic opportunities to increase customer engagement.

The Sound