Business case
Our client, a leading beverage distribution company, needed to refresh its customer segmentation in order to appropriately target clients.
By combining advanced data science techniques with deep business understanding, we enabled the client to transition from intuition-based targeting to a data-driven, segment-specific commercial strategy, thereby enhancing sales effectiveness and strategic focus.
We interviewed key stakeholders to align with the client’s strategy and understand commercial and market dynamics, while consolidating internal and external data to build a strong analytical foundation. Using machine learning clustering techniques, we segmented the customer base and interpreted the results through a business lens to identify key segmentation drivers, ultimately helping define the most effective sales strategies for each segment.