DECILE Customer Case Study
Porcelanosa increases average customer lifetime value
OVERVIEW
Leader in ceramic wall and floor tiles utilizes Decile to increase average lifetime value.
Home Goods & Renovation
Decile's AI-generated personas were used
With changing customer profiles, they wanted deeper understanding of current customers and how to market to them
Improved quality of leads and increased customer lifetime value
Average Customer LTV
Business Question
With homeowners back to the new norm post-COVID, Porcelanosa saw a decile in average lifetime value. There was a desire for better understanding of current customers and how to best market to them.
With increasing acquisition costs, it was especially important to narrow in on a qualified audience to optimize advertising spend.
The Solution
- Generate Customer Personas
Decile was used to create four AI-generated personas, which were built using traits from Porcelanosa’s top 10% of customers.
- Personalize Marketing Efforts
The top personas were used during the brand’s semi-annual sale, and during evergreen marketing efforts to improve the quality of leads. Outreach was personalized for each group to reflect products and messaging that would generate most interest.
The Results
22% Increase in Average Lifetime Value
compared to the year prior.
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