The Challenge

A high-end travel and destination brand came to Source Path Digital with a growth challenge.

The company had recently expanded its offering with new destinations and route opportunities, but ticket sales were developing more slowly than expected.

The advertiser already understood its ideal customer unusually well. Its research pointed toward a traveler resembling: affluent, experienced travelers who prioritize travel, seek world-class and culturally enriching experiences, value comfort and quality, often travel with a spouse or partner, and appreciate curated itineraries and expert guidance.

The underlying research supported that positioning. These travelers are particularly drawn to luxury, authenticity, world-class experiences, advance planning, guided tours, fine dining, and travel agent assistance. The segment also skews financially comfortable, older and highly educated, while 71% travel with a spouse or partner.

Traditional audience tools could provide broad age, income, travel, or luxury segments. They could not easily translate the advertiser’s complete customer profile into an addressable audience built around the combination of characteristics that made these travelers valuable.

At the same time, the company was working against a long consideration cycle. For many customers, the time between first considering the experience and ultimately booking could extend 12 months or longer.

The advertiser needed more than another travel interest audience. It needed an actionable model of who was most likely to value, and ultimately book, the experience.

The Challenge

A casino and resort came to Source Path Digital with a familiar audience problem.

The advertiser wanted to reach legal age adults in its market who were likely casino gamblers, but gaming propensity alone was not enough.

Its strongest customers also engaged with the broader resort experience, including:

The advertiser also served a diverse, multicultural market. Some of the audience characteristics it considered important, including language and multicultural market composition, were difficult or unavailable to use consistently within native advertising platforms and traditional big data targeting menus.

That left the advertiser with a gap. It knew the kinds of guests it wanted to attract, but conventional targeting tools often reduced those people to isolated criteria such as Casino interest, Income, Age, or Geography.

The Challenge

A professional sports team came to Source Path Digital with a problem many established organizations face.

The team had accumulated a sizeable customer and marketing database through ticket sales, inquiries, promotions, and previous campaigns. But the records themselves revealed relatively little about the people behind them.

The organization lacked a deeper understanding of its audience’s:

That created an important gap. The team knew who had purchased or engaged in the past, but it had difficulty translating that history into a clear picture of the kinds of consumers most likely to become future fans and ticket buyers.

Without that understanding, prospecting often risked falling back on broad geography, age, generic sports interest, or platform-native audience definitions.

The Challenge

A regional nonprofit came to Source Path Digital with an important mission and a difficult marketing challenge.

The organization played a crucial behind-the-scenes role in the charitable supply chain, providing key resources that kept local distribution sites supplied, supported, and able to serve their communities. But because it was not the public-facing provider of those services, it struggled to stay top-of-mind with donors.

Donation appeal campaigns had gone flat, and even after rotating agencies, performance was not improving. Its newest digital agency brought specialized nonprofit experience, but quickly recognized that the organization’s historical donor targeting strategy — traditional “big data” criteria like age, income, and previous charitable donor indicators — was not enough. That is when they engaged Source Path Digital.