Global and Industry Leading E-Commerce Marketplace
Using customer and transactions data, two primary analyses were done to help increase marketing ROI
Customer Behaviour Analysis: This was done using a clustering algorithm to segment out purchasing behaviour based on recency, frequency and monetary value of each transaction. The segmentation allowed the client to identify unique strategies for each customer group. We also calculated customer life time value, retention rate, acquisition rate and churn rate per customer segment.
Geographical and Industry Segmentation: This was done using a multivariate regression technique. The analysis result outlined top industry and geographical areas that seem to have the highest correlation with revenue. Conversations with the client helped understand the possible reasons behind these relationships which can be taken advantage of in optimizing marketing spending.