Customer Prioritization and Inactivity Reduction

Understand customer behavior to reduce the inactivity rate and improve the effectiveness of retention efforts. Customer records were numerous, but there was no structured logic for prioritizing marketing efforts, and the wide variation in profiles made it difficult to decide where to invest.

Behavioral segmentation combined with statistical analyses of key variables: length of customer activity, total spending, and purchase recency. With validation through statistical tests (t-test and chi-square), the company began prioritizing actions based on concrete data, maximizing revenue recovery among higher-value profiles.