Customer profitability in e-commerce

Segmento

The company’s diversified range of products made it possible to identify micro consumer segments based on their behavior and buying patterns. We calculated the likelihood of each customer returning to the virtual store in the upcoming months, triggering loyalty and retention actions. In order to measure the results, a statement of results was calculated for each buyer. Thus, the financial value of each customer and its respective segment was calculated, making it possible to understand the impact of decisions on the client’s generational level.

The internal team received training, forming a core competency. The data ecosystem was organized, making it actionable for measurements and actions. Customers’ purchase propensity and clustering models became part of the company’s data warehouse.

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