Consumer electronics manufacturer

Data-driven marketing for predicting the online customer journey with Dataiku

Starting point

  • Sales data reporting is currently done at a high level in table format
  • No analysis of data from the webshop and social media
  • The business departments and data scientists in IT work in separate environments
  • There is a need for detailed analysis and forecasts of customer purchasing behavior – particularly to predict
    • the transformation of visitors into customers
    • the timing and product of a follow-up purchase

Procedure

  • PoC to evaluate the suitable analytical platform for both business departments and IT
  • Selection and integration of the tool into the architecture
  • Integration of various tracking data sources
  • Shopping cart analysis to identify buyer cohorts
  • Data preparation and aggregation for analysis directly within the business department

Features/Project outcome

  • Creation of custom newsletters and advertisements
  • Individual product recommendations throughout the customer life cycle
  • Setup of Dataiku and Tableau as a collaboration platform for business departments and data scientists/IT
  • Visualisation of analyses with Tableau thanks to integration with the reporting platform

Customer benefits

  • Independent analyses provide the business department with insights into customer purchasing behavior and life cycle
  • Customized campaigns through optimized control increase the efficiency of marketing activities
  • Business departments can independently and intuitively create reports in Tableau thanks to self-service and visual analytics
  • The analyses are easily understandable and adaptable for all stakeholders through documentation in Dataiku
Nico Inhoffen | Senior Manager