Data-Driven Marketing Strategy for Tick Testing Services

To develop a data-driven marketing strategy that will help the tick testing company better capture its target market. Using customer demographic data, including how customers found the service, and the activities they were engaged in when encountering ticks, the goal is to identify major market demographics and create strategies to enhance market outreach.

New Demographic Marketing and Social Media

We are looking to expand our marketing reach in order to reach a new customer demographic. The nature of our business is based in the number of ticks that are submitted to us for testing by the public and through private clinics. This makes the product that we market to be unique as people only need to purchase our services when a tick is found on them or a loved one. Part of our marketing outreach is not only about finding and expanding our target demographic but also educating people about ticks and tick-borne pathogens. Check out https://www.geneticks.ca/about-geneticks/ to learn more about the services we offer to the public. Together with our marketing team, we would like students to design new promotional material for this demographic. Based on our insights and additional research, students will develop promotional marketing materials for our existing media and make recommendations on alternative media to consider.

Data analysis and presentation for tick and tick-borne disease surveillance

The main objective of this project is to analyze and display data collected passively through our tick testing service. Part of our mandate as a company is to to publish tick and tick-borne disease surveillance data yearly based on data collected from ticks submitted to our laboratory for testing. This data includes spatial and temporal information about where and when ticks were encountered, what activities users were engaged in when they encountered the ticks, the types of pathogens detected in each tick, and which demographics are disproportionately affected. In previous years, this data has been analyzed and displayed using accessible tools such as Microsoft Office Suite (Excel, Powerpoint) and Google MyMaps. This year, we are looking to improve the data analysis and presentation by using more powerful statistical and GIS tools. Previous examples of this work can be seen on our website at https://www.geneticks.ca/tick-testing-statistics/.