Case Study
Creating a Marketing Campaign Calendar Based on Demographics, Purchases, and Interests
Problem
- The client did a lot of email marketing, but it was not targeted and based on customer data.
- The company wanted to make targeted campaigns using all available customer data to increase campaign lift drastically.
- The client also wanted to automate all campaign sending, analysis, and A/B testing.
Approach
- We created an overview of the CRM data on a dashboard, describing active buyers, ARPU, purchasing pattern-based segmentation, and campaign responses.
- We created new target groups for marketing campaigns based on thorough data analysis: demographics (age, gender), purchase patterns (product categories, prints, price, channel), and interests (based on Internet visits and read emails).
Results
- We created a full-year marketing automation calendar based on the new target groups (and respective comparison groups) to be utilized by the client’s marketing department and their media agency.
Business Value
Sales, Marketing, Customer Service.
Tech & Methods
Industry
Case
Client
Fashion Manufacturer
The client is a known, international textile, clothing, and home furnishing company with own and wholesale stores around the world.
