Uncover the attributes of customers who perform the best.

1. #monetatesummit
GregPhillips,formerlyofOfficeMax
SegmentDiscovery
Uncovertheattributesofcustomers
whoperformthebest.

2. The Problem:
Back to School Season
• One of the largest sale seasons for the industry.
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• Wanted to effectively segment out our user
groups and provide relevant onsite experiences.
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• Focus on a few key groups
–K-5
–Middle/junior high-school
–High-school
–College

3. The Process – With LivePredict
How to Uncover
New Segments

4. The Process
• Defined what we were looking for:
– We are looking to discover BTS shoppers that are most valuable to us.
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• Look at the numbers to help direct you initially.
– Customers with the highest Average Order Value
– Preferences for higher margin items
– High repeat purchase frequency

5. College Back-to-Schoolers
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• Propensity to buy bigger ticket items
- Laptops
- Desks
- Futons and chairs
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• Often in a heavily populated area not
inside a major metropolitan area
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• Age demographic of 18-25

6. Live Predict and Geo Targeting
• Using the Monetate LivePredict tool we are able to
uncover new segments based on our assumptions.
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A few examples:
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- High proportion of population under 24
- High populated non-metropolitan areas
- Education level

7. LivePredict General ScreenShot

8. The Solution – Targeted Assets
• College Back to School Banner
!
!
!
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• Takes users to a custom page with items relevant to their interests.
• Only shows to users in those specified demographic locations.

9. The End Result
• Segments were delivered a relevant experience
upon landing.
• More known about these customers were known.
!
• Internal resources could focus on key areas
based up discovery. (Efficiency)

10. Recap
• Begin with a goal in mind.
!
• Start with low hanging fruit within your data, let that
guide you.
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• Enhance with tools such as LivePredict to discover
unique characteristics of your segments.
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• Target through Monetate.