Acxiom audiences as
a platform for growth
How Scotts Miracle-Gro used advanced audience modeling to reach new customers and drive measurable digital performance.
As the lawn and garden category accelerated post-pandemic, Scott’s Miracle-Gro gained millions of new customers without the first party data needed to truly understand them or retain them. Selling primarily through retail partners, SMG needed a way to turn rapid growth into lasting loyalty by delivering relevance at-scale, despite limited customer visibility and rising competitive pressure.
the solve
How we helped
Scotts Miracle-Gro partnered with Acxiom and Mediahub to build insight-driven audience segments rooted in real customer behaviors rather than assumptions. Using survey-based research combined with Acxiom’s Infobase-powered lookalike modeling, SMG created scalable audience segments and activated them across the digital ecosystem. This approach allowed SMG to deliver more relevant messaging, improve performance, and confidently reach customers most likely to convert.
incremental site visits
buy actions over control
campaign lift
over control
By turning customer insight into scalable audience segments, Scotts Miracle-Gro was able to reach high-value prospects with greater precision, improve digital engagement, and build a stronger foundation for long-term customer growth.
“The investments we made in attitudinal segmentation really paid off, because of the success from those audiences, we’re extending our scope to other segments that have opportunity for growth – not just people who are engaging with the brand today but also people who have the right to win in the future.”
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