5. 1. Segmentation By Numbers
“I want my marketing to be
more personalized”
- Home furnishings client
6. Why Did They Need Data Science?
a) No clear correlation with
demography
b) Data is stored disparately
BUT…
I need to
understand how my
customers differ
across
CONSIDERATION
PERIOD
AVERAGE
ORDER VALUE
PRODUCT
PREFERENCE
MEDIA
INFLUENCE
7. Why Did They Need Data Science?
On-site
Behaviour
Digital Media
Touchpoints
Historic
Purchase
Behaviour
Unified DatasetAdserver
CRM
<Capture Pixel>
Data Warehouse
• User-mapping
• Log-data extraction & storage
Technique:
8. Why Did They Need Data Science?
• K Means Clustering
Technique:Customer Segmentation
9. The New Customer Groups…
Product package seekers
converting through display
channels
DIY RENOVATERS (2%)
ADVANCE
PLANNERS
(2%)
Slowest converters: on an average
take 11 days (from first interaction)
to convert
JUST
BROWSING
(13.3%)
Interiors Enthusiasts but
Poor Converters
PROFESSIONAL DESIGNERS
(11%)
Browse all the products & quick
to seek appointments (within 3
days of first interaction)
10. 2. How to Find
Better Prospects
“I want to find new
customers that drive
offline ROI” - Car hire client