Customer Segmentation Analytics

3AI September 10, 2020

US based pharmaceutical company

Problem Statement

• Company wanted to optimize the number of samples provided to different customer segments.
• Under-sampling or Over-sampling can have negative effects on brand sales. Thus the need arises for determining the optimal level of samples/coupons that should be distributed.

Analytics Led Approach

• Approach involved historical data analysis, customer segmentation based on sampling habits, demand estimation and report generation at aggregated level.
• Sample optimization algorithm based on demand estimation, critical rate, habit rate and cost/sample was later used to generate results.

Business Impact

• Optimal sampling rate was recommended for each customer.
• Reports at an aggregated level (Region, Segment Customer, Territory etc.) were provided.

Critical Success Factors

• Comprehensive and well-defined methodology for sample/coupon optimization