Database Analysis and Segmentation

Define customer segments

Define the segments based on customer behavioural metrics and demographics. Examples:

• Recency, frequency, monetary
• buyers of category x
• high-ticket private customers and business byers

In the example below, we define 5 customer types based on Average Days between sales (CAvDays) and Annualised Spend (CAnnSpend)

Find common attributes

Correlate the customer classification with demographics, customer source and other attributes to build a typical profile of each customer group. Find the attributes that predict future customer behaviour.

Use pivot tables to instantly display the desired metrics for any combination of attributes.

Use flexible filtering to focus on any subset of the customer data, eg a particular time period, purchases in a specific category, geographical area etc.

Predict and Monitor Performance

Use the predictive attributes researched earlier to re-classify the customers according to their potential.

Assess the segment performance by metrics such as average customer spend, number of customers, total segment value, frequency of purchase and other information on your database.