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Transcript of Betty Cracker
Betty CrockerCustomer Lifecycle and Behavioral Insights
Yumeng DuYudi GaoYang LiuDi LiuQiulin Peng
Customer Profiling Insights and Recommendation
Profile engaged customers base on Email and website behaviors.
Identify key engagement factors that would influence propensity to buy across all categories.
Recommend digital marketing strategies based on the insights derived from data.
Website and email behaviors Remove extreme values (age, website visit, open rate, click through rate) Reduce data skewness by taking log of all behavioral variables Factor analysis result:
Website Opinion: Rate, Review Email Response: Open rate, Click through rate Social Influence: Social share, favorite Content Usage: Print, Website Visit, Email share
Product categories Factor analysis result:
Health Conscious: Diet, Fiber, Gluten free, Healthy, Organic, Ready-to-serve soup, Yogurt
Kids Meal: Kids, Less sugar, Mexican, Protein Baking: Dry baking dough Breakfast & Snack: Bars, Cereal, Strudel
Analytics Methodology - Factor analysis
Age Group Young: 18~33 Early Adulthood: 34~45 Middle age: 46~65 Senior: over 65 years old
Regression & Interaction Look at the interactions between customer behavior and age group for each product
category and brand
Clustering Analysis Old Active Customers and Social Influencers are the most engaged customers
Analytics Methodology - Age group, Interaction, Clustering
Customer Profiling -- Age group, Interaction
Young Inactive customer
Old Active Customer Solution Seeker Social Influencer Majority Customer
Membership >2 months >5 months >4 months >4 months 3 months
Open Rate 24% 82% 71% 72% 96%
CTR 9% 33.27% 32.88% 26% 32.90%
Visit 1.5 5.6 4.2 3.8 2.5
Print Rate 4% 34% 60% 6% 3%
Social Share 0.4% 6.1% 0.6% 30% 0.7%
Favorite 1.4% 18.7% 2.7% 40% 1%
Engagement behaviors dont have strong influence on overall propensity to buy
Rank of Propensity to
Old Active Customer 1 4
Social Influencer 2 1
Solution seeker 3 2
Majority customer 4 3
Young Inactive Customer 5 5
But when we break down to category level, the influence increase greatly
Product Category Findings
Health conscious Initial propensity to buy for this category is highest for all age groups, and they are very
responsive to email activity. Kids meal
Email has the strongest influence on propensity to buy. Influence gets stronger for older age groups.
Breakfast & snack Social influence is the strongest factor for propensity to buy, especially for customer in early
Baking Content usage has the heaviest influence on propensity, so for Progresso. Encourage cooking behavior to upsell and cross sell category
Email response and content usage behaviors have the heaviest influence among all age stages.
Video consumption is insignificant in terms of predicting customers propensity to buy.
Different age groups have different levels of email responsiveness.
Customers receive emails with redundant contents within a short period of time.
Insight: Content Usage leads to cooking!
Email Share Print CouponGrocery list
Share with friend
Recommendation: Customer Journey OptimizationEncourage cooking behavior by make cooking easier to spur all category sales!
Website: Accompany quick videos with recipes, makes cooking look faster and easier Make the recipes cater to smaller serving sizes (1- 2) 2 Printing Options
Mobile App Create a personal cooking file when customers favorite recipes and
automatically collect coupons
Send weekly favorite report on friday, reminding they to shop what they marked as favorite, showing products grouped by categories
Push notification: use geofencing to identify customers when they enter the store, remind what they marked as favorite - triggers consumption
Email: Send different category promoting emails content cater to different age groups. Weekly favorite email report, avoiding redundant contents
Customer Journey Optimization
Email respondContent Usage
Mobile App Website Email
kid's meal category Insight Early adulthood customers (34-45) are
most likely to buy. Mexican food and Kids food customers
are highly overlapped. Parents feed their kids mexican food.
Email: Include family context to recipes that promote kids and Mexican food categories.
Exp. create the best play day experience for your kids with our delicious tater tot Casserole
Recommendation -- categories
Recommendation -- Categories
Baking Category: cross sale with Progresso) Add This makes a great meal!
Recommend dessert when customers do print and emailshare on the site. For example, recommend pillsburys baking dessert recipes when customers print progresso soup recipes
Send emails to encourage and inspire people to cook with two course meal idea.
Health conscious: Give more weights to health conscious category product in
Breakfast & Snack Website & social media promotion
Factor analysis for behaviors