How Data Science can empower your Sales and Marketing
summary
Retail case with Planeta Sport shows a working pipeline: ingest POS and ERP plus online data, anonymize for GDPR, run exploratory cleaning, produce segmentation, customer lifetime value and propensity scores, and deploy a recommendation engine that uses random forest and k‑means for profiling; campaigns are A/B tested and personalization lifts campaign conversion by about 30% conversion uplift on average, focusing on behavior signals rather than raw demographics and iterating from a clear business question.
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chapters (18)
- 0:00Introduction
- 1:01About Kingsolver
- 2:44Why Data Science
- 3:07Brand Awareness
- 3:27Customer Satisfaction
- 4:02Insights
- 4:28Money
- 4:59Real use case
- 6:33Business problem
- 7:39Who is my customer
- 8:27GDPR
- 9:23Customer 360
- 12:01Data Science
- 12:42Recommendation System
- 14:08Results
- 14:30Customer Profile
- 16:01Conversion Rates
- 19:00Questions
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