UV Customer Segmentation

3AI September 10, 2020

World leader in film, television and music entertainment

Problem Statement

• Company was interested in identifying and understanding conversions to paid redemptions from free redemptions
• Company had a large and diverse online user pool and was in need of targeted engagement

Analytics Led Approach

• Available data was examined, and the following bases were identified to quantify user behavior – Time since Last Engagement, Engagement Frequency, Engagement Duration, Total No of Redemptions , No of paid Redemptions
• Hierarchical technique to identify the ideal cluster size
• This is followed by K-Means analysis to break the universe into various clusters
• Hence obtained Clusters were profiled by Demographics and other variables not used for Clustering

Business Impact

• Understand the profiles of customers who purchase / redeem / playback more Movie/TV titles from the online cloud locker platform
• Segmentation of the customers that helped take differentiated and actionable marketing treatments to improve user engagement and conversion

Critical Success Factors

• The analysis helped the company to identify the top titles that triggered conversions from free redemptions to paid redemptions & quantify user experience on various technology platforms
• Marketing messages were suggested to all the obtained Segments to increase User conversion and engagement