CPG Brand

DECILE Customer Case Study

CPG exceeds their incremental revenue goal by 67% within 70 days with Decile

CPG brand was exploring customer data platforms. Decile was tested, with a goal of generating a specific dollar amount within the course of 90 days.


Consumer Packaged Goods


Decile's Market Basket Analysis, Sequential Purchase Report, Customer Lifecycle Reports, AI-Generated Personas, First Purchase Reports, Sequential Purchase Reports, Subscription Reports


Increase incremental revenue

Goals Met

Revenue goal was exceeded within 70 days of the 90 day test period

Incremental revenue goal was exceeded by

in 70 days

0 %

as of day 70, they reached

that of their benchmark

0 x

Continued Residual Revenue Being Generated

Business Question

Prominent CPG brand was exploring whether to implement a new customer data platform, or continue digital spend and decision-making as they had been.

They tested Decile, with the goal of generating a specific dollar amount of incremental revenue over the course of 90 days. After brainstorming potential strategies with the Decile team, the brand decided to lean into email marketing.

Given the short timeframe to demonstrate results, this was identified as the “low hanging fruit.” The teams began analysis of what types of highly personalized email campaigns could be deployed to reach the incremental revenue goal.

The Solution

Action taken: Built out emails focused on product pairings to encourage purchase

Action taken:  Placed at-risk and churned customers into win back campaigns, highlighting products they are likely to purchase next

Action taken:  Twin packs were introduced at a discounted price via email campaign

Action taken:  Shared a discount to incentivize customers to purchase faster

Action taken: Feature highly purchased products in welcome emails for higher probability of conversion

Action taken: Launched emails featuring products they were likely to buy in place of those which were no longer available

Action taken: Emails were launched with newly available subscription window offerings

The Results

Incremental revenue goal eas exceeded by 67% within 70 days of the 90 day test period

As of day 70, incremental revenue was at 5x that of their benchmark

Email campaigns created during this period continue generating residual revenue for the brand

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