Situation
Our client is a prominent India‑based manufacturer of consumer electronics and home appliances. The organization invests heavily in sales campaigns to attract new buyers and retain existing customers.
Predictive analytics made sales campaigns more effective, contributing to growth and revenue.
Despite these efforts, recent sales campaigns have not achieved their targeted objectives. Seeking to reverse the trend, the client sought an innovative and data-driven approach to strengthen campaign performance and drive higher revenue.
Action
We implemented a predictive analytics solution that integrated data engineering with a Customer 360 methodology to create a unified view of each customer. Five years of purchase history from retail channels, product registrations, and internal systems were consolidated on the Google Cloud Platform to build a scalable Customer 360 framework.
Using this unified dataset, we applied segmentation based on annual purchase volume, recency, product value, product mix, and category‑specific buying patterns. This segmentation provided a structured foundation for identifying high‑potential customer groups and tailoring campaign strategies accordingly.
Model accuracy was validated using out‑of‑time testing, and the top three deciles in each category were provided to the sales team for targeted campaigns. Propensity scores were generated at both micro‑segment and product levels to support multiple campaign types.
The integration of predictive analytics with a strong data‑engineering foundation enabled a more precise, data‑driven approach to customer targeting. This enhanced capability and improved the effectiveness of sales campaigns, contributing to measurable growth in sales performance and revenue.
Results
- Scalable analytics foundation enabling expansion into additional use cases, including advanced forecasting, targeted marketing, and personalized customer engagement.
- Recognized as a 2025 FuTech Silver Award for Best Use of Predictive/Prescriptive Analytics.
We integrated data engineering with Customer 360 to create a unified view.
Segmentation revealed key customer groups and guided targeted campaign strategies.
Predictive analytics enabled advanced forecasting and personalization.
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20 Million
Customers analyzed as part of the campaign dataset -
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50%-400%
Increase in sales across six product brands -
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50%
Year‑over‑year revenue growth driven by targeted sales campaigns