IMPLEMENTAR UN MODELO DE SEGMENTACION DE CLIENTES EFICAZ PARA MEJORAR LA PERSONALIZACION, AUMENTAR LA RETENCION, OPTIMIZAR CAMPAÑAS DE MARKETING DE LAS DIFERENTES UNIDADES DE NEGOCIOS DE LA AGENCIA MATRIZ EN AGRISEED.

Abstract

Agriseed S.A. is one of the leading companies in the production, distribution, and marketing of inputs for the local and international agribusiness. The company offers its customers an extensive line of products for the agricultural, livestock, aquaculture, and pet sectors. The objective was to implement a segmentation model based on user experience, behavior, reaction to marketing campaigns, and the information obtained from interactions with Agriseed. This will allow for providing value to customers and will result in an increase in leads and conversions. The selected alternative was segmentation by customer value and loyalty because it offers a balance between investment, impact, and risk, in addition to the ability to quickly measure results and the possibility of scaling towards segmentation by customer value through enriched data. An estimated increase in total sales of >10% to 20% is expected, a reduction in the customer churn rate from <8% to <15% in Gold and Black segmentations, and an increase in CLV (Customer Lifetime Value) of >15%.