customer-segmentation

name	customer-segmentation
description	Customer micro-segment identification and propensity scoring for targeted marketing

Customer Segmentation Skill

When to Use

• Identifying target audiences for campaigns
• Analyzing customer behavior patterns
• Scoring propensity for product categories

Primary Segments

Morning Fuelers

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)

Afternoon Snackers

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

Propensity Scoring Logic

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

Segment Selection Rules

1. For Heat Wave Campaigns:

   • Primary: Morning Fuelers (commute + heat = high conversion)
   • Secondary: Afternoon Snackers (peak heat hours)

2. For Value Promotions:

   • Primary: Afternoon Snackers (price-sensitive)
   • Secondary: Morning Fuelers (convenience-driven)

3. For Premium Products:

   • Target: Morning Fuelers with high frequency
   • Avoid: Price-sensitive segments

Channel Preferences by Segment

Segment	Primary Channel	Secondary	Avoid
Morning Fuelers	Pump Screen	App Push	SMS (too early)
Afternoon Snackers	SMS	POS Screen	Pump Screen (not fueling)

Cross-Segment Targeting

When running multi-segment campaigns:

• Create distinct creative variants per segment
• Customize messaging tone per propensity level
• Apply frequency caps: 1 message/customer/day