A leading beauty and personal care manufacturer in the US with a strong online and offline presence.
As a first step, data from multiple sources like CRM, POS Data, online purchase data and Campaign Management System was integrated to create a customer 360-degree view datamart.
An in-depth exploratory analysis was conducted to explore key insights to identify the typical profile of high-value and loyal customers. Attributes like demographics, purchase behavior, browsing pattern and campaign response were considered for the analysis.
The analysis helped the client to identify the behavior of the high-value customers who contributed to more than 67% in terms of sales revenues.
As a next step, Tenzai helped the retailer to arrive at typical customer profiles or genomes for every demographic and purchase behavior segment.
Then using machine learning and ensemble techniques a lookalike or clone model was built . This model helped the retailer to identify prospects exhibiting attributes similar to the high-value customer segment. Based on the propensity scores, the prospects were prioritized for the campaigns.
For geotargeting, the Tenzai team collated the zip codes of all clients’ retail outlets in the US. The zip codes were used to identify prospects living within a 10-mile radius of the outlets. Based on store proximity, the final target list was chosen for the campaigns.
To arrive at personalized messaging, Tenzai once again employed the insights from the customer genome. For each demographic segment and microsegment, top 2 to 3 category preferences were identified. The insights from the analysis were used to create hyper-personalized content for contextual emails and deliver personalized messages for prospects.