Database Marketing / Customer Research

Staples team had strong campaign management and predictive modeling skills but was struggling to deliver actionable customer insights. I was asked to help develop that capability 

• Foundational customer analysis for core product categories (e.g., Ink, Paper) combining input from customer research, usability and customer analytics to help develop successful marketing strategies

• Cross-Channel shopper analysis comparing spend and behavior of online, catalog and retail customers

• Defined and implemented customer analysis templates / processes using Excel, BRIO and Oracle SQL to reduce development time and increase analytical depth of ‘quick hit’ customer analyses

• Developed segment splitting algorithm to estimate sales and margin participation by business / consumer customer groups for non-identifiable retail sales