Liberty Tax

Objective

Liberty Tax wanted to better understand the different user types within the overall tax preparation category. This would allow for stronger insights into what motivates and drives consumers as they chose a company to prep and file their taxes with, as well as being able to serve up tailored messaging to distinct consumer groups. Ultimately customer segmentation would allow Liberty Tax to micro-target different audiences to drive higher conversions and new customers.

Situation

As the tax season came to a close in mid-April 2023, Liberty Tax was ready to get a jump start on the next tax season. Focused on implementing a holistic strategy to set the brand up for success, we worked with the Liberty Team to develop an approach that started with deeper consumer insights to help inform marketing and advertising campaigns starting in December 2023.

We incorporated multiple research methodologies and sources to provide a holistic view into the tax prep category.

Segmentation

Custom Segmentation study that allowed for a deep understanding of the key
consumer segments within the overall tax preparation category.

Spatial.ai: PersonaLive

Real-time segmentation platform that classifies consumers by their social, mobile, and web behaviors. Uploaded first party customer data to append segments to each individual record. Analyzed data for each Liberty Tax location (2,500+) in the US to understand nuances and similarities.

Creative Concept Testing

Utilized OnePulse, a real-time online survey tool, to conduct a series of concept tests. Built an audience proxy for each of Liberty Tax’s four priority segments and tested five(5) unique creative concepts against each audience.

Research was conducted consecutively, beginning in May ‘23 with the custom segmentation study. Results yielded a total of 7 consumer segments with 4 of those identified as priority audiences for Liberty Tax (see below).

Once the study was completed, we applied a ‘bridging model’ to Liberty Tax’s CRM to identify which segment each customer would be classified into.

Additionally, we analyzed each of Liberty Tax’s retail locations within the PersonaLive platform. This allowed us to understand which segments were our biggest opportunities based on visitation and proximity to each store.

Through the PersonaLive platform, we were also able to enhance our CRM data with robust consumer profiles that included who they follow on social media, what brands they love, the types of stores they visit, along with key demographics.

In addition to analyzing campaign metrics to measure success, we conducted sentiment testing during the campaign to determine which creative concepts resonated most with each segment. This allowed us to craft and activate tailored messaging exclusively for the identified target segments.