Scribd
Upload
8 views3 pages

Customer Segmentation & A/B Testing Guide

The document outlines a team assignment focused on customer segmentation and A/B testing strategies. It includes examples of how to group customers based on characteristics and behaviors, as well as proposed treatments and control groups for testing. The goal is to increase customer transactions by offering promotions to targeted segments and evaluating the effectiveness of these strategies.

Uploaded by

mochfihkifachrizal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
8 views3 pages

Customer Segmentation & A/B Testing Guide

The document outlines a team assignment focused on customer segmentation and A/B testing strategies. It includes examples of how to group customers based on characteristics and behaviors, as well as proposed treatments and control groups for testing. The goal is to increase customer transactions by offering promotions to targeted segments and evaluating the effectiveness of these strategies.

Uploaded by

mochfihkifachrizal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

ASTRA DIGITAL ACADEMY - CONFIDENTIAL - © 2022

CONFIDENTIAL

Team Assignment- Segmentation & A/B Test

• Discuss with your team how to group customers based on their similar characteristic. Explain how you
will group your customers and how many groups will be created.
• What are your A/B Test strategies for each group you have created.
ASTRA DIGITAL ACADEMY - CONFIDENTIAL - © 2022
CONFIDENTIAL

Team Assignment- Example


1. Define Customer - Segmentation and Behaviour

Problem
Adult, Wiraswasta Adult, Karyawan

A company has problem in how they reach


customers. This company wants to create Credit, DP > 5 M Credit, DP 2 - 3 M
effective strategy to target the right
customer PCX, Beat Beat, Vario

Chosen
How can we help them ?

 Create Segmentation
Young, Pelajar Young, Karyawan
 Check Behaviour
Credit, DP < 1 M Credit, DP < 1 M
 Experimentation
Scoopy, Beat Beat, Scoopy
ASTRA DIGITAL ACADEMY - CONFIDENTIAL - © 2022
CONFIDENTIAL

Team Assignment- Example


(2 & 3) Group split & Follow Up Process - Preparation (4 & 5) Follow Up Result & Evaluation

Objectives • Increase movement from low segment to higher segment Treatment Control Group

Hypothesis • Is giving promotion and small DP can increase transaction ?


Go get your dream Motor
Segment IV
Segment Target
- Sales : >= 2 units in >= 3 years Special discount 5 M with min.
DP 1 M !!
Treatment Control Group
Only for you only this month 
Check it out on [Link] No Offer
50% of total 50% of total

Treatment and
Sizing CP
Asep: 08xxxx
Offer discount 5 M with minimum
Get no any offer
DP 1 M

Follow Up : 100%
Open Rate : 70% Follow Up : 100%
Channel Whatsapp
Click Rate : 30% Transaction : 1%
Transaction : 5%
Duration 2 Weeks

Holdout Policy 4 % more conversion


Selected customer who just received a program in last 3 months The program is good to implement
and Blacklist
to selected segment customer

Evaluation
% Transaction Rate
Metrics

You might also like