Facebook: Market attractiveness study in urban areas
- Marketing & Growth Strategy
- Quant. / Qual"
Where it all began...
Local experiences are increasingly a vital pillar for social networks to drive engagement. The broad trend towards urbanization means that cities are a critical target segmentation for local go-to-market strategies. Facebook asked us to provide insights and a data-driven prioritization model for assessing the market attractiveness of different cities in both the near- and long-term.
How did we help?
We conducted a broad meta-analysis of the most reputable urbanization studies over the recent 5 years, and identified several criteria and conditions which were indicators of the market-attractiveness of cities for local experiences.
We aggregated several different city-level datasets into a model that could measure the relative criteria and produce a weighted prioritization across global cities.
With this approach, we were able to blend the insights and the model with our client’s objectives to recommend a method for comparing the market-attractiveness of different cities.