At Microsoft Store I had access to massive amounts of account and shopper data. When I started we were working off of a 6-segment strategy with two main data points (dollars spent and email opens). As we began to target different areas of the shopping funnel, it was clear we needed to redefine our segments. The next phase was the cluster strategy. Nine clusters were created based off of 120 insightful data points (such as email opens and clicks, purchases, category of purchases, time of purchase, location, number of orders, acquisition channel, gamer/non-gamer, etc.). I initiated this effort and played a major role in defining the clusters based on what was most actionable and priority for the business.