Home Goods Brand

Business Question

The team wanted to better understand the different personas that lived within their business, and compare against assumptions that they had made. 

The Solution

Although the largest persona was made up of 18-25 year old urban millennials, the highest valued persona was middle-aged suburban moms. This was uncovered using Decile’s AI-generated personas. The brand began testing older skewing platforms and leaning into targeting for high LTV personas.

The Result

The brand grew their most valuable persona by 21%, which drove a 14% increase in revenue within an 8 month timeframe. This equated to an eight digit increase in dollars earned.