Winery Consumer Analytics
RFM segmentation and churn analysis for lifecycle-aware marketing strategies
Problem: Revenue concentrated in a small group of loyal customers while many disengage early. Approach: Used RFM segmentation and churn analysis on...
Project Context: This project analyzes customer behavior for a direct-to-consumer winery operating across multiple engagement channels, including tasting room visits, email campaigns, and personalized winemaker outreach.
Specific: Identify Value & Churn: Customers were segmented using an RFM framework into seven interpretable groups ranging from high-value Champions to inactive Lost customers.
Measurable: Quantify Revenue & Churn: Results reveal a pronounced 80/20 dynamic where a minority of customers generate the majority of revenue.
Time-Bound: Early Intervention: Disengagement is heavily front-loaded, reframing retention from late-stage win-back to early-life interventions.