Mum&Kids: Building customer personas with Google Looker Studio for data-driven marketing activities

The case study delves into the complexities surrounding personalized data-driven marketing strategies within Mum&Kids retail store, a company specializing in both online and offline retail of products for expecting mums, their babies and kids under 16 years old. Seeking guidance, the company consults an expert in data analytics to help enhance marketing efforts through data-driven decision-making. The primary focus lies in building data-driven customer personas for Mum&Kids, aimed at supporting evidence-based decision-making for individualized marketing activities. Throughout the case study, students will evaluate the company's various customer data, merge several datasets, analyze, and finally evaluate customer insights derived from the data to develop actionable marketing activities.

The objective of this case study is to provide students with an opportunity to apply theoretical concepts of data analytics to a company in a marketing-related context. The final objective is for students to build comprehensive data-driven customer personas that can be used in evidence-based decision making when it comes to improving the marketing activities of the bricks-and-clicks business Mum&Kids.

Google Looker Studio, data-driven marketing, customer personas, personalization,data analytics

Graduate students with a background in marketing in general and digital marketing in particular, with a focus on consumer behavior.

Commerce de détail d'habillement en magasin spécialisé

Duration : 3 hours. Provided: Dataset (Excel) and a debriefing to project to students (Slideshow). Examination cases

Année de la problématique : 2024

Livraison : Livraison par lien de téléchargement

Nombre de pages : 4