Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
The challenge was multi-layered: define and size a new opportunity for customer growth for Zillow Group, communicate a resonant message, and deliver it to a highly targeted audience.
Methods used were qualitative and quantitative. First, we conducted in-depth qualitative research to identify deep insights and underlying emotions. Next, a concept test proved the opportunity. Then, we tested findings through a robust analytics program that required creating new data on homeowners. Analyses included media mix modeling, machine learning, survival modeling, and causal impact measurement.
The insight identified: The...