The challenge was to build out a customer profitability performance analysis platform that could be utilized by regional executives and marketing leadership to better understand customer behavior. The platform was segmented by a wide variety of categories such as region, state, retail store, automobile make/model, household level, and gender.
Objectives included building the project methodology, process and a working prototype that would be rolled out corporate-wide to plan for highly targeted promotions and advertising campaigns.
I was retained to lead and design the customer profitability data assimilation strategy by building a working prototype utilizing a big-data relationship marketing software application.
The customer profitability prototype illustrated the many ways that customer-focused metrics can inform management decisions cross-functionally, thus building a consistent dialogue in how to better reach the customer via television, print, and in-store promotions with the goal of ultimately improving visibility into the car type preferences and level of repeat business by household.