Data Case Study: Segmenting to Enhance Engagement

Joon Solutions
3 min readNov 30, 2023

VinID, a leading payment solution and rewards program in Vietnam, operates at the forefront of the Fintech industry. Their commitment to creating a comprehensive online ecosystem is evident in their focus on customer behavior and experience, with technology serving as the cornerstone of their services. The introduction of their e-wallet has not only streamlined daily transactions but also facilitated the accumulation of a rich customer database, ripe for AI/ML innovation.

Challenge

As VinID’s user base expanded, they encountered a perplexing trend: customer engagement began to decline. Despite having a wealth of user data, the rewards offered had become too generic, leading to a loss of user interest. VinID needed a solution that could revitalize their loyalty program and ensure that their rewards system resonated with their diverse customer base.

Solution

Joon Solutions recognized that the essence of re-engagement lay in the power of personalization. With 80% of consumers more likely to purchase from a brand that provides personalized experiences, as reported by Epsilon, the focus was clear. We embarked on a mission to harness the rich user data VinID had accumulated to deliver customized rewards that resonate on an individual level.

  • The Power of Segmentation — Our approach began with a thorough “cohort analysis,” which grouped users into cohorts based on their shopping habits, such as Clothing Shoppers, Nightlife Aficionados, and Travelers. This granular segmentation allowed for highly targeted promotions. For instance, healthcare professionals could receive an exclusive 10% discount on scrubs at selected locations using their VinID, directly appealing to their specific needs and interests.
  • Integrated Campaigns — With these cohorts established, we leveraged outreach platforms like SendGrid to dispatch tailored promotions. Furthermore, the demographic insights enabled us to execute precision-targeted SmartWords campaigns on Google Ads, ensuring that the right ads reached the right people at the right time.
  • Direct Impact Through Looker — All these targeted marketing efforts could be launched seamlessly from Looker, a platform that provided the necessary analytics and insights to drive these initiatives.

Outcomes

The implementation of personalized rewards led to a staggering 50% increase in customer engagement. But the benefits didn’t stop there:

  • Product Recommendation: Our development of nearly 20 models for different stages of the customer journey not only heightened engagement but in some cases, doubled it.
  • Churn Prediction: To support VinID’s goal of retaining customers for the VinGroup ecosystem, we designed models that predicted potential customer drop-offs, enabling proactive retention strategies.
  • Personalized Discounts: We crafted a model that generated time-sensitive, personalized discounts, maximizing profits by considering factors such as purchase history and customer profitability.
  • Fraud Detection: In the payment processing world, fraud is a constant threat. Our models effectively flagged suspicious transactions, allowing for prompt human verification.

The collaboration between Joon Solutions and VinID showcases the transformative power of AI-driven customer segmentation in enhancing engagement and reducing operational costs. By tailoring the customer experience through data-driven insights, VinID not only reinvigorated their loyalty program but also set a new standard for customer-centric innovation in the Fintech space.

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