Utilising Jimmy Bring’s first party data we created actionable audience segments.
Data Hatch’s solution to the client’s challenge was to focus on their known first party customer data. Using customer data as the foundation we created look-a-like audiences across Australia. Our segmentation identified where to engage with both existing & potential customers, whilst the look-a-like modelling provided a view on the size and potential opportunities for expanding the business footprint nationally.
Our solution was broken out into two parts; firstly, cleaning and reviewing existing customer behaviour to build segments, and secondly building segment expansions across Australia to meet the challenges outlined above.
Jimmy Brings has been delivering alcohol in Sydney’s CBD, Eastern Suburbs and Inner West since 2012 meaning that without knowing it, they already had a significant view on their customer profiles. Data Hatch used first party data such as delivery postcodes, times and products and washed this against known demographic variables from Census data, such as family blending, ages and income levels, to create the base data for the project.