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 I began to target different areas of the shopping funnel, it was clear I needed to redefine our segments.
After data deep dives, looking at shopping and engagement patterns and profiles, the cluster strategy was formed. 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, volume of these groups, etc.).
I used these clusters to find areas of opportunity and to prioritize optimization.