From incomplete CRM data to a clearer view of customer value
Our client is one of the world’s largest leisure operators, welcoming 60 million visitors each year across 23 countries.
However, incomplete and siloed CRM data made it difficult for marketing teams to understand customer behaviour, identify valuable audiences, and prioritize retention activity.
In eight weeks, Kubrick developed a self-service customer intelligence prototype that cleaned, enriched, and modeled the organization’s data. This gave the client a clearer view of customer value, churn risk, and where new commercial opportunities could be found.
$17m
95,000
$24m
8
- 01
The challenge
Gaps and inconsistencies within the organization’s CRM data prevented marketing teams from developing a reliable understanding of their customers.
This made it difficult to identify high-value audiences, recognize when customers were likely to leave, and determine which offers would be most relevant.
As more data-led competitors entered the market, the organization needed a more effective way to use its customer information to guide marketing and retention decisions.
- 02
The approach
Kubrick built a customer intelligence prototype that transformed fragmented customer records into practical insights for marketing teams.
The team:
- Ingested customer data into Databricks
- Cleaned and validated the data to improve its quality
- Enriched customer records with publicly available UK census data
- Developed recency, frequency, and monetary-value segmentation
- Built customer churn and lifetime-value models
- Created a self-service interface for business users
- 03
The impact
The prototype gave the client a clearer understanding of customer value, churn risk, and where new commercial opportunities could be found.
Marketing teams could prioritize high-value customers, focus retention activity where it would have the greatest impact, and develop more relevant cross-selling campaigns.
The analysis also revealed how customer behavior varied by location, creating opportunities for more targeted promotions and better-informed marketing decisions.
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