Customer Segmentation & Go-to-Market Strategy
5 statistically tested customer segments, still in use four years later
Global Mining Equipment Manufacturer
The Challenge
A global mining equipment manufacturer lacked a data-driven approach to customer segmentation. Sales and service strategies were applied uniformly across vastly different customer types, missing opportunities to differentiate value delivery and prioritise high-value accounts.
Our Approach
Developed advanced analytics models to segment customers based on purchasing behaviour, service utilisation, lifetime value, and strategic importance. Created actionable segmentation that directly informed sales, service, and product strategies across regions. Delivered through Rekon's partnership with Wolfram for computational modelling.
The Outcome
Clear customer segmentation framework adopted across the global business, enabling targeted go-to-market strategies and measurably improved customer value delivery. Sales teams equipped with data to prioritise accounts and tailor engagement.
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