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