Customer segmentation modeling at Greetz

Re-activating inactive customers by creating a model to predict the highest potential.

 

There’s an endless amount of opportunities to discover when we dive into the data. In this case we helped the B2B team of online gifting service Greetz to re-activate their inactive customers.

In order to do so we needed to identify which inactive users should be targeted in a re-activation campaign. To answer this question, we created an algorithm to classify which inactive customers have the same characteristics and behavior of active customers. This enabled us to calculate the potential value of all inactive customers.

Based on this information, Greetz reached out to the audience with the highest potential, either by phone or via a letter. Because of this data-driven approach to marketing we were able to activate a large number of inactive customers, with an above expected average value in the coming year.