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D.Hub
KOEN
E-Commerce
90 min

Draft the next campaign from customer segments

Act as a fictional JaffleMart analyst, connect orders to customers, read the actual segment distribution, and plan re-engagement only for groups that exist.

0/7 chapters complete

A weekly meeting about the next campaign

The fictional food retailer JaffleMart is preparing its next re-engagement campaign. Sending the same coupon to everyone ignores the difference between a frequent customer and a first-time buyer. Assuming that a churn-risk group exists can also spend budget on an empty audience.

Today, you are the JaffleMart analyst answering this question:

Which customers should we re-engage, and what next action fits each group?

A fictional JaffleMart analyst plans re-engagement for three populated customer groups and an empty fourth group
Fictional scenario illustration — an AI-generated image of planning only for customer groups that exist, not a real product screen.

Decision criteria for this mission

  • Perspectives in play — Data analysis identifies the customer groups that actually exist and the gaps in their evidence. Campaign planning chooses a next action for each group and which sends to withhold.
  • Decision constraints — The 100 raw orders include 12 rows to remove and two missing products to retain as PRD-UNKNOWN. Do not invent a campaign for a customer group that is absent from the analysis.
  • Completion signals — Confirm 88 clean orders and 7 champion, 11 loyal, 4 new, and 0 at_risk customers, then explain the three action drafts and why unknown products stay out of personalization.

Workshop goals

  • Detect null and blank strings as missing values, then apply field-specific handling.
  • Connect orders to customers and derive segments from recency, frequency, and spend.
  • Read the actual 7, 11, 4, and 0 customer distribution.
  • Turn segment, region, and tier metrics into a campaign draft.
  • Inspect the purchase graph and communicate the limits of PRD-UNKNOWN.

Seven decisions

Loading the diagram. Mermaid source:

flowchart LR
    accTitle: Seven decisions for drafting a customer campaign
    accDescr: Define the re-engagement question, clean and connect orders, read the actual segment distribution, draft the campaign scope, check the evidence in a quiz, and explain the decision.
    question["1. Define the question"] --> clean["2. Clean and connect"]
    clean --> rfm["3. Classify with three questions"]
    rfm --> results["4. Read actual groups"]
    results --> campaign["5. Draft the campaign"]
    campaign --> check["6. Check the evidence"]
    check --> explain["7. Explain the decision"]

Each chapter follows question → reason → action → observation → interpretation → next decision. Begin with what you want to say to a customer, not with an acronym.

Before you begin

  • An analyst account with Editor access or higher
  • Enough download space for a scenario ZIP of about 32 KB
  • About 90 minutes

You do not need a terminal, Python, or a clone of dhub2-examples. If scenario import is new to you, start with Import and tour a complete hands-on scenario.

Learning journey

  1. Start with the re-engagement question15 minImport the E-commerce scenario and separate the order, customer, and result assets needed for a campaign decision.
  2. Clean orders before connecting customers15 minRun the order-cleaning pipeline and inspect the removal and replacement policies for missing identifiers.
  3. Turn three customer questions into segments15 minAsk when, how often, and how much a customer bought before learning the RFM acronym and label rules.
  4. Read the actual segment distribution and customer examples20 minConfirm the four segment counts and select a synthetic customer example to make each campaign action concrete.
  5. Draft the campaign with honest limits15 minConfirm campaign evidence on the dashboard and purchase graph while separating the limits of unknown products.
  6. Check the campaign reasoning5 minBefore the final explanation, review order cleaning, the segment distribution, purchase relationships, and campaign scope in four questions.
  7. Explain the campaign decision with evidence5 minReturn to the re-engagement question and explain both the groups to activate and the work to hold.