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Customer micro-segment identification and propensity scoring for targeted marketing
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Basierend auf der SOC-Berufsklassifikation
| name | customer-segmentation |
| description | Customer micro-segment identification and propensity scoring for targeted marketing |
| Attribute | Value |
|---|---|
| Size | 240,000 customers |
| Time Window | 6:00 AM - 9:00 AM |
| Behavior | Fuel + Food purchase |
| Gap | No drink purchase in last 2 weeks |
| Propensity | HIGH for add-on beverages |
| Best Products | Iced Coffee, Electrolyte Water |
| Best Channels | Pump Screen (at fuel start), App Push (7 AM) |
| Attribute | Value |
|---|---|
| Size | 180,000 customers |
| Time Window | 2:00 PM - 5:00 PM |
| Behavior | Snack purchases |
| Gap | Low beverage attachment rate |
| Propensity | MEDIUM (price-sensitive) |
| Best Products | Fountain Soda, Energy Drinks |
| Best Channels | SMS (1 PM pre-snack), POS Screen |
Score = Base + Weather_Factor + Recency_Factor + Frequency_Factor
WHERE:
Base = Segment baseline (High=0.7, Medium=0.5, Low=0.3)
Weather_Factor = +0.2 if temp > 90°F
Recency_Factor = +0.1 if last visit < 7 days
Frequency_Factor = +0.1 if visits > 4/month
For Heat Wave Campaigns:
For Value Promotions:
For Premium Products:
| Segment | Primary Channel | Secondary | Avoid |
|---|---|---|---|
| Morning Fuelers | Pump Screen | App Push | SMS (too early) |
| Afternoon Snackers | SMS | POS Screen | Pump Screen (not fueling) |
When running multi-segment campaigns:
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