Can we differentiate the various types of customer audiences?

Key Takeaway:

• 4 clusters can be created to categorize customers for the 2-years worth of data:

1. Dog Customers: have a low quantity of product orders and low spend (revenue).

2. Question Mark Customers: have a higher number of order quantity but low spending (revenue).

3. Cash Cow Customers: are stable customers who have high spending and low number of order quantity; they need to be engaged and can impact the company revenue with even their limited order quantities.

4. Star Customers: are highly engaged with large order quantities and high spend. These are the most ideal customers.

• The goal is to move customers from Dog or Question Marks into the Star or Cash cow clusters.