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Audience Selection
A Luxury Ready-To-Wear & Accessories Brand
How to use big data to expand the customer base before a new product launch?
Solution
We processed 100+ customer attributes to identify the typical customer profile of the target brand and its similar brands. Then we identified the customers with the highest likelihood to purchase using propensity modelling, enabling the marketing team to focus on the high potential customers for clienteling and other marketing communications.
Result
The digital-led marketing strategy resulted in a 9X uplift in conversion rate, with 23% of total sales obtained from new customers acquired
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