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
Marketing 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 aimed to better understand their audience. I recommended a cluster analysis to more effectively run remarketing campaigns.
01. Data Cleaning
In this step I collected data such as customer purchase history, behavioral patterns across multiple channels and multiple currencies and cleaned missing values.
02. Clustering Analysis
After completing the initial EDA process, I created a linear regression, and selected the business attributes for clustering. I then used the PCA method then validated the number of clusters using the Elbow method.
03. Action
The KMeans algorithm identified 3 new customer clusters, unlocking high-potential audiences for remarketing and email marketing, including high spenders.
