
May 9, 2025
EDA in Snowflake for Dummies: Explore Smarter, Not Harder
Exploratory Data Analysis; Data Science
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Not all customer segments are created equal.
Some are automated and always-on built into your lifecycle marketing. Others are ad hoc—spun up for a campaign or product launch. But there are a few baseline customer segments every consumer brand should track. These aren’t just tactical—they’re strategic indicators of brand health and essential for long-term growth.
Here are five segments every data-driven business should have in place:
What makes someone your “best” customer? It depends on your business goals.
For some, it’s those with the highest lifetime value. For others, it might be customers with the lowest acquisition cost. However you define it, the key is to identify and track them.
Why it matters:
You can use this segment to feed lookalike audiences in channels like Meta and Google to acquire more high-value customers—faster and more efficiently.
To effectively manage and analyze these segments, consider leveraging a Customer 360 approach to unify customer data across all touchpoints.
Your average email open rate might hover around 21%—meaning a large portion of your subscribers aren’t engaging. These dormant users are at risk of unsubscribing if bombarded with standard promotional emails.
Here’s how to handle it:
Utilizing tools like Google Analytics can help in collecting and storing digital events directly into the Data Cloud, enabling real-time segmentation and targeted re-engagement strategies.
Not all loyal customers are your most profitable—and vice versa.
While your best customers might spend more, your most loyal ones might consistently engage, even if they use coupons or discounts. This group is a goldmine for:
Treat them as brand advocates. They’re often your first adopters and biggest fans.
For a deeper understanding of customer behavior, exploring behavioral data analysis can provide insights into loyalty patterns and engagement levels.
Customer sentiment is always in motion. A satisfied customer today might turn frustrated tomorrow.
By tracking sentiment signals—like negative reviews, support tickets, or canceled orders—you can:
It’s about timing. Engage when they’re ready—not when they’re upset.
Implementing a Customer 360 framework can aid in consolidating these signals, providing a comprehensive view of customer sentiment across various channels.
Whether you run a subscription model or rely on repeat purchases, this segment is mission-critical.
Start by identifying when customers are due for a transaction. Then build your comms backwards. For example:
Early, relevant communication = higher conversion rates.
Leveraging a Customer 360 approach ensures timely and personalized communication, enhancing the likelihood of successful renewals.
Sometimes, patterns emerge that aren’t obvious. Let your models surface them.
Machine learning can identify non-intuitive clusters—like a 40-year-old man with 10 purchases being grouped with a 25-year-old woman who’s made one. If the data says they behave similarly, dig in:
These hidden segments often uncover untapped marketing opportunities.
Snowflake's Cohort Builder is a versatile solution designed to facilitate the creation, management, and scheduling of customer cohorts, enabling deeper insights into such clusters.
At Data Mavericks, we specialize in building a customer data model that powers smarter segmentation. From ingesting demographic, behavioral, and transactional data to resolving identities and activating segments—you get a flexible, scalable Customer 360.
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May 9, 2025
Exploratory Data Analysis; Data Science
May 9, 2025
Must have customer segments for every marketing department