Overview
Developed a predictive customer segmentation model based on transaction data. Identified customer clusters and improved marketing strategies through enhanced understanding of triggers and behaviours.
Who This Is For
Online retailers, subscription businesses, book clubs, consumer platforms, or B2C organisations with 50,000-2,000,000+ customers and transaction data spanning multiple years. Investing in email, content, and digital advertising but relying on broad audience targeting rather than data-driven segmentation.
The Challenge
The organisation has a large customer database and years of transactional history, but marketing campaigns are sent to broad segments. High-value customers receive the same communications as inactive ones. Campaigns are evaluated on open rates rather than revenue contribution. Churn is identified retrospectively after customers have already left.
What We Propose
Customer Data Audit - Assessment of available data including transaction history, behavioural signals, and demographics and its suitability for segmentation modelling. Segmentation Model - Data-driven customer segments defined by purchasing behaviour, lifecycle stage, value, and engagement patterns. Predictive Triggers - Identification of behavioural signals that predict purchase readiness, churn risk, and category interest. Campaign Architecture - Campaign workflows and content strategies aligned to each segment. Measurement Framework - Performance metrics connecting segmentation-driven campaigns to revenue, retention, and customer lifetime value.
Why It Matters
Revenue efficiency - Marketing investment concentrated on customers most likely to respond, improving return on every campaign. Churn reduction - At-risk customers identified and engaged before they leave. Relevance at scale - Personalised communications based on behaviour, not assumptions.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
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