Cinderella Shoes is the global destination for beautiful women’s shoes in plus sizes, serving customers worldwide.
Client
Cinderella Shoes Ltd. (Co.Kildare, Ireland)
Year
2020-present
Services
Data Science
PPC SEO Influencer M.
Google Analytics & GTM
Results
Achieved positive YoY results through multichannel marketing by setting up the client’s analytics from scratch, including cluster analysis and multiple linear regression.
Cinderella Shoes sought to maximize the value of returning customers through targeted email and performance marketing. I recommended a cluster analysis to more effectively segment customer behavior into specific groups.
01. Data Cleaning
In this step I collected data from customer purchase history, behavioral patterns across multiple channels and multiple currencies and cleaned the database.
02. Clustering Analysis
After completing the initial EDA process, I created the first charts and linear regressions, and selected the business attributes for clustering. I then validated the number of clusters using the Elbow method.
03. Marketing
Having determined that 3 is the optimal number of clusters, I was able to apply these clusters as audiences for running effective marketing campaigns and regularly update the marketing lists.
