… for an Online payment gateway
- The client, an online payment transaction company, wanted to identify targeting metrics based-on customer transaction behavior so as to send them targeted offerings.
Past customer transaction behavior was used to identify five propensity-to-buy clusters based on RFMTR
- Total transaction amount
- Number of transactions
- Time since last transaction
- Customer transaction success rate
The client identified different lucrative customer segments for different types of purchases for post-purchase targeted marketing