SegMark
RFM + XGBoost retargeting on 120k retail customers — repeat purchase lifted to 28.5%, with incremental revenue in six weeks.
Segment-Level Retargeting for Retail
SegMark lifted repeat purchase to 28.5% across a 120k-customer base, an 11.2 percentage-point gain, with incremental revenue landing within six weeks. The engine behind it combines RFM segmentation with an XGBoost propensity model, so each segment receives retargeting matched to its actual purchase behaviour.
Challenge
One-size-fits-all campaigns were going out to a 120k-customer base, and repeat purchase rates stayed flat — the same message reached every customer, regardless of behaviour or intent.
Approach
Built RFM segmentation combined with an XGBoost model across the 120k customers, so each segment received retargeting matched to its actual purchase behaviour rather than a blanket campaign.
Outcome
Repeat purchase rate lifted to 28.5% — an 11.2 percentage-point gain — with incremental revenue landing within six weeks.
Stack & Methods
- RFM segmentation
- XGBoost
- 120k-customer retail dataset
- Segment-level retargeting campaigns
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