Tailoring Messaging to High Value Audience Clusters

The Challenge The organisation was not utilising their first-party customer data to assist their marketing team on growth opportunities Use first party customer data to build non-customer audience clusters that shared similar characteristics with existing customers A combination of a K-Means clustering algorithm and linear models was utilized to build the clusters, understand their population […]

Developing Accurate and Actionable Analytics

The Challenge The client has substantial customer footprint across the Australian market and have significant volumes of traffic interacting with their digital ecosystem. This had also grown over recent years with the introduction of a category leading App. The program was complex, and they were struggling to maintain reliable and actionable analytics data The first […]