Performance Marketing + Data Science Led Growth!

Development of a sustainablity strategy required Short Par 4 to know their customers and audiences beyond contact information and transactions. This was a great opportunity to enrich first-party behavioral data with third party contextual data to find insights about their subscriber base strategy.

Nabler and IntuitioLab LCC (Shivan Durbal) worked to secure three primary data sources were collected to perform the analysis including subscribers, buyers, and mobile app users. The subscription data for last 36 months was extracted out of Recharge. Buyers for last 12 months were extracted out of Shopify. And the app data was extract as a CSV file.

All three data sets were hosted in AWS S3. Python scripts on AWS EC2 were used to deduplicate and cleanse data to generate the requested file for third party data augmentation. This compute environment was also used to analyze customers, their transactions, and build RFM segments.

Analytics Outcomes Delivered:

As part of third party data augmentation, Short Par 4 was provided with 380+ additional attributes to enhance the understanding of existing subscribers and buyers. This information proved useful for Short Par 4, allowing them to fine-tune marketing content and messaging strategy. The cluster profiles defined their uniqueness and potential marketing action, which can be personalized for each cluster.

These clusters were created using Machine Learning with transaction and third-party data.

THE RESULTS:
Marketing/Campaigns
Messaging: Focus more on “Convenience and Style” over “Value,” in which "Value” meant discounted prices. With updated messaging, "Value” now relates to the value delivered in the box. This focuses on the cost savings each subscriber receives before any upfront discounting. In short, the COGS to Discount/Revenue ratio has materially improved.

Instead of discounting, Short Par 4 now highlights the total number of items in the first subscription box. Playing with COGS over price decrease to get people to sign on, which equates more to the discount buyer.
Campaign Development: Highly targeted, personalized campaigns acquire more desirable customers pro-actively, rather than flowing with organic customer mix acquisition.