Segmentation in Alcohol: A Drizly Case Study
This week I'd like to shift attention to what is, in my opinion, an excellent example of data analysis in our industry: Drizly's alcohol segmentation series, which explains how they broke their users into groups and personalized their communication to those groups according to the interests of each group.
This series is noteworthy for three reasons:
- The analysis was put into action, which resulted in an increase in revenue.
- Drizly explained clearly that their data scientists didn't go out and create the segmentation of users. "The segments already exist," author Justin Robinson wrote. "It's just a matter of whether or not you're paying attention."
- Users change their behavior. Data tracks those changes so that Drizly can surface the right products to the right people at the right time.
It's a cool example, and clearly explained. And, since the insights were put into action with quantified results, there are no lingering questions over whether big data analysis is useful or immediately applicable.
Well done, Drizly. And thank you for contributing to the "all boats rising" for this part of our industry, too.
What's on your mind, when it comes to big data for your wine business? Please let us know. We're here to help.
Thank you, as always, for reading --