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Retail
Retail: Actionable Segmentation
Value
+36% conversion
Timeline
8 weeks
The Problem
Initial customer segments relied only on RFM (Recency, Frequency, Monetary value), missing behavioral nuance. Campaign targeting was ineffective and generic.
The Solution
Engineered 150+ behavioral attributes by fusing transaction, loyalty, and campaign data. Built actionable segments approaching true customer intent and purchase patterns.
Tech Stack
PythonPostgreSQLPower BISageMaker
The Impact
36%
36% conversion rate increase
15%
15% improvement in average order value
17.5%
17.5% margin uplift