Achieving Mid-Term Strategy Optimization Through Purchase Data Analysis of D2C Cultivated Brands

Prime-listed D2C brands in the incubation phase urgently needed to develop strategies based on existing customer purchasing trends as they prepared to formulate their mid-term business plans.
Although abundant customer data was accumulated in the CDP (Customer Data Platform), analysis of purchasing patterns and growth drivers by customer segment was insufficient, resulting in a lack of clear material for recommendations to management.
Furthermore, it was unclear which variables most influenced purchasing behavior, leaving the criteria for effective marketing investment decisions ambiguous.

We conducted a comprehensive analysis of customer purchase data using a three-stage approach.
In Stage 1, we defined customer clusters from F1 (first purchase) to F12 (twelfth purchase) based on customer data within the CDP, and performed a detailed analysis of three years of purchase history data.
In Stage 2, we used statistical methods to identify variables influencing purchase behavior, quantifying the impact of campaign linkage and seasonal factors.
In the third stage, we identified bottlenecks and compiled improvement proposals based on the analysis results. Simultaneously, we discovered data challenges and organized the data that should be acquired going forward.

Customer cluster analysis identified the reduction rate of bundled products up to F3 as the most critical bottleneck, clarifying key initiatives for the mid-term strategy.
By identifying purchasing impact variables, we presented management with a strategic proposal to increase marketing investment ROI by 25%.
Furthermore, by identifying data deficiencies, we established a concrete roadmap for strengthening the Customer Data Platform (CDP) going forward.
The analysis results were directly incorporated into the mid-term management plan, successfully establishing a data-driven decision-making foundation.
Management highly praised the initiative, stating, "The strategic resolution has significantly improved."