Research that tackles the buyers’ holistic evaluation and purchase process.
Electronic Arts (EA) is one of the world’s leading video game publishers, but a rapidly changing industry challenged top line growth. New platforms and devices are rapidly emerging, and there was increased competition from companies that hadn’t existed even a year before. EA understood that even the highest quality game will only be successful if people know about it, can find it, and choose it over alternative titles. EA needed a comprehensive approach to identifying where they can maximize their impact on the purchase process.
The results of the research allowed EA to understand the duration of the typical customer decision journey, and set guidelines for EA’s marketing opportunities throughout the product launch. The research also provided another powerful tool to triangulate likely ROI for specific media sources by incorporating this with Marketing Mix data.
The work helped us understand how paths varied among customers. We saw that one of our key segments was engaged heavily in digital media and much earlier in the launch cycle. This really helped us with our Battlefield 3 marketing, where we were able to tailor our creative to effectively differentiate the behaviors of groups of customers and act accordingly. It also reinforced what we were seeing in ROI analysis based on Market Mix modeling, and made us even more confident there. It has helped confirm that we’re making the right decisions by investing more marketing dollars into digital and video.
VP, Marketing Science and Analytics at Electronic Arts
About the Client
EA develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers. EA has more than 300 million registered players around the world. Learn more about EA here.