A mobility service provider with a digital consumer product approached us with a need to analyse their customer base. The company had been focusing on boosting their rapid growth through product development and marketing, but little attention had gone to really understanding their customers – who they are and how they behave were mostly based on assumptions.
Our four-week data analysis revealed plenty of new insights about the customers and their behaviour. We analysed the potential in both new customer acquisition and the existing customers. In addition, we combined internal data with external information and insights such as publicly available credit card usage data to benchmark performance.
The basis for the analysis was to understand customer behaviour and value based on data
Understanding was also needed about how effective their marketing efforts had been in new customer acquisition
Also, COVID-19 impact was heavily affecting client's business and was part of the analysis.
Client is now able to target different customer groups and focus on the customers with the highest lifetime value.
Through the data-analysis we were able to for example:
Our analysis uncovered why some customer groups are more valuable to the business than others and how that could be leveraged.
These insights were translated into concrete actions for the business to execute.
Finally, we defined the critical metrics to follow and targets to set in order to further improve the business.
Managing Director, Partner
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