2. Friendly Reminder
Given the nature of my last company business — which is confidential — I will
not disclose client’s name, product, and figures. I will replace it with made up
name instead. I hope it is still representing my works. Thank you :)
3. About This Work
One of my responsibilities is to collect and manage client’s customer personal
data. Client ask me to show them what did they have and how they can use it,
so I created this so called “Initial Segmentation” and “Proposed Audience Pool”.
4. Jolie and Co
Customer Initial Segmentation
DATA: F17 – F20
Jolie and Co
Customer Initial Segmentation
DATA: F17 – F20
5. DATA OVERVIEW ALL VS ACTIVE
ALL DATA ACTIVE DATA
F17 — F20
793,123 Phone Data
291,223 Email Data
119,992 Phone Data (15%)
41,055 Email Data (14%)
Criteria:
• All incoming phone & email data, regardless of
the call result.
• Inbound call including drop calls.
• No zero bounce test for email address on this
category.
Criteria:
• Contacted only call status when follow up for
AMC & non drop call / prank for inbound.
• Due to no follow up call and insignificant on
size, others sources are included here.
• Zero bounce passed for email address and
Age Test source.
vs.
6. 112,133
4,305
2,817
492
124 121
36,386
949
182
284
118
69
3,067
1
10
100
1,000
10,000
100,000
AMC Inbound, Email, Web E-Commerce Whatsapp Events Facebook, Instagram,
Twitter
Age Test
Phone
Email
Source AMC
Inbound,
Email, Web
E-Commerce Whatsapp Online Events
FB, IG,
Twitter
Age Test Total
Phone 112,133 4,305 2,817 492 124 121 – 119,992
Email 36,386 949 182 284 118 69 3,067 41,055
Notes:
• The graph above is logarithmic, as there is a huge
gap between AMC and the others sources.
• Age Test data source doesn’t have phone data.
DATA OVERVIEW SOURCE
F17 — F20
7. 75,128
36,093
3,795
4,976
24,301
11,576
4,102
1,076
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
F17 F18 F19 F20
Phone Email
DATA OVERVIEW FISCAL YEAR
& PROPERTIES
F17 — F20
SOURCE
PURCHASED
PRODUCT
AREA AGE GENDER
P6M
PURCHASE
EVENT
HISTORY
USER
STATUS
AMC
INBOUND, EMAIL, WEB
E-COMMERCE
WHATSAPP
ONLINE EVENTS
FB, IG, TWITTER
AGE TEST
Partial
Partial Partial Partial
Partial
Partial
Partial Partial Partial Partial
Partial Partial
Partial Partial Partial Partial
Partial
The table above shows how each data source bring different completeness level of information.
This informations will be beneficial to engage customer more precisely.
8. DATA OVERVIEW PRODUCT TREND
F17 — F20
PROD 1 PROD 2 PROD 3 PROD 4 PROD 5
NO
DATA
PROD 6 PROD 6 PROD 7 PROD 8
70,283
25,300
Phone
Email
17,975
2,845
7,387
2,623
10,803
4,136
7,375
1,716
10
6
Phone
Email
2,393
272
2,208
3,709
1,031
381
527
67
Past 6 Years
PROD 6 PROD 1 PROD 5
1,666
123
Phone
Email
853
63
231
19
There’s a purchase trend shift between at the time when data was collected vs. past 6 years. The
shift caused by discontinuation most of our products, except Product 1, Product 6 & Product 5. Some
Product 1 user also shift to Product 6. Possibly because of the need as customers getting older.
59% 61%
9. 0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
≤
20
21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 ≥
70
Phone Email
With Age Info: 112,059 | 36,381
Without Age Info: 7,933 | 1,607
20 – 29 30 – 39 40 – 49
20,572 (18%) | 10,368 (28%) 35,455 (32%) | 13,476 (37%) 29,346 (26%) | 8,508 (23%)
50 – 59
18,473 (16%) | 3,275 (9%)
≥ 60
1,216 (7%) | 58 (2%)
Under 50 Over 50
87,722 (78%) | 32,871 (90%) 24,337 (22%) | 3,510 (10%)
DATA OVERVIEW DEMOGRAPHIC
F17 — F20
92,608
83%
19,525
17%
With Gender Info: 112,133 | 39,453
Without Gender Info: 7,859 | 1,602
94% of total active data has gender and age info. Female gender dominates. Under
50 age group is dominant with more than 78% of total active data. For smaller age
group breakdown, 30-39 dominates the population, and 40-49 follows.
10. DATA OVERVIEW DEMOGRAPHIC
F17 — F20
AREA PHONE EMAIL %
Jakarta 27,107 12,551 25%
Sumatera Utara 21,804 4,932 17%
Jawa Barat 20,763 6,192 17%
Jawa Timur 17,391 6,499 15%
Jawa Tengah 16,959 4,391 14%
Lampung 4,658 1,217 4%
Yogyakarta 3,403 924 3%
Kepulauan Riau 3,203 553 2%
Sumatera Selatan 1,696 285 1%
Banten 686 127 1%
Other Area 620 151 1%
Grand Total 118,290 37,822 100%
EVENT TYPE PHONE EMAIL
Physical Activity 237 47
Online Activity 124 118
Audience with specific interest for activity related
with our product, ever recorded by CRM.
TOP 3
AREAS
USER LAPSER NON-USER NO DATA
80% 15% 4%
97,514
31,157
Phone
Email
17,809
5,838
4,669
2,386
-
1,674
Notes:
1. Customer explicitly tell CRM that they are user,
lapser, or non-user for call source (AMC & Inbound)
and newer event data collection via form.
2. The other sources are default to user if customer
didn’t explicitly tell the opposite.
12. ‘NEWCOMERS / MILLENIALS’
SEGMENT
PROPERTIES:
AGE: ≤ 20 – 30 GENDER: ANY
AREA: ANY
PRODUCT: PROD 1, PROD 5
STAT. USER: ANY
SEGMENT SIZE (ACTIVE DATA):
Who are they?
1. Shopping when they need, care less for
promo & discount.
2. Likely to consume product as a lifestyle,
rather than for its nutrition.
3. Dare to mix and match their product
consumption to match current trend, e.g.
Dalgona Coffee, fruit flavored milk, etc.
4. High mobility. Use benefit of Prod. 5 type
packaging.
5. Receive information most likely from
social media, than TV or written media.
6. Interested on online events
7. Either user, non-user, or lapser.
What to do?
1. Create content on how to consume our
product in millennials way (recipe).
2. Introduce new packaging type, or
improve the existing one.
3. Introduce new flavour variant for Prod.
5 packaging.
4. Engage them more through social
media, and build a mindset that our
product is not only for seniors.
18,639 PHONE DATA (16%)
9,032 EMAIL DATA (22%)
KNOWN ACTIVE WA:
984 DATA
13. ‘SENIOR’ SEGMENT
PROPERTIES:
AGE: ≥ 30 GENDER: ANY
AREA: ANY
PRODUCT: PROD 2, PROD 6
STAT. USER: ANY
SEGMENT SIZE (ACTIVE DATA):
Who are they?
1. Will consider promo & discount on their
shopping habit.
2. Conservative product consumer. Using
product for its nutrition and benefit.
3. Receive information from TV first, and
then social media (most likely Facebook
and WhatsApp group).
4. Either user, non-user, or lapser.
What to do?
1. Offers promo and discount to this
segment.
2. Will benefit from content that good for
the health.
3. Prioritize WhatsApp over email blast, as
senior segment is unlikely to access
email periodically.
24,590 PHONE DATA (20%)
4,270 EMAIL DATA (10%)
KNOWN ACTIVE WA:
1,786 DATA
14. ‘ACTIVE BUYER /
LOYALIST’ SEGMENT
PROPERTIES:
AGE: ANY GENDER: ANY
AREA: ANY PRODUCT: ANY
STAT. USER: USER
SEGMENT SIZE (ACTIVE DATA):
Who are they?
1. Active buyer of Jolie and Co product
for the last 6 months.
2. Listed as Jolie and Co User on CRM
database.
3. Likely will grab promo, discount, or free
shipping offers.
4. Could be from any age group and area.
What to do?
1. Prioritize promo and discount blast to
this segment.
2. Will appreciate any kind of shopping
benefit (e.g. free shipping).
2,750 PHONE DATA (2.3%)
205 EMAIL DATA (0.5%)
KNOWN ACTIVE WA:
1,951 DATA
15. WHAT’S NEXT?
1. Craft mini survey to refresh data. This also help us to know what our
customers want!
2. Create new or tweak existing segmentation based on data gathered
from mini survey.
3. Create creative content / touch, tailored for each segment.
4. Include ALL DATA (marked as non-active data) to the segmentation.
