DANIEL ENCINAS / CONSULTING
I help define which customers to prioritise, which proposition to activate and how to evaluate its contribution. I connect data, commercial judgement and teams to put those decisions into practice.
The experience behind the approach01 / CUSTOMER PRIORITIES
I use segmentation to guide business decisions. RFM connects recency, frequency and monetary value; adding change over time helps identify where to develop relationships and where to consider recovery.
Recency, purchase frequency and monetary value provide segmentation signals. Three customers can share a segment while moving in different directions: gaining activity, keeping pace or losing activity. That direction informs hypotheses such as encouraging repeat purchasing, exploring needs or understanding a decline in the context of the usual purchase cycle.
Potential, margin and the cost of acting help assess priority. Measurement and review then inform adjustments. The film uses illustrative data; it does not show client results.
02 / PERSONALISATION & JOURNEYS
Data shapes the proposition. The response shapes the next step. Explore how I connect profiles, content, channels and experiments to build a relevant experience.
Three fictional scenarios explaining the approach. Branches are alternatives; no messages are sent. Illustrative products, timings and rules.
Personalisation goes beyond replacing a name. History informs the objective; interests shape the proposition; the response determines the follow-up.
She has a steady purchasing rhythm and uses the app. An email presents a selection or guide matched to her interests. Interest without purchase can lead to a push notification; SMS is reserved for a confirmed push delivery failure. An explicit question opens a WhatsApp help conversation. Purchasing and not responding lead to different decisions: the branches do not all run.
It has been 74 days since his last purchase, compared with a previous 30-day cycle. He has no app, so there is no push step. Interest can lead to an SMS; a request for help opens a WhatsApp conversation. No response can lead to a second email asking for experience feedback. A missing purchase does not prove loss of interest or justify an automatic discount.
There is only one purchase and no reliable habit. An email invites an explicit interest declaration or confirmation. An explicit response, a click and silence are treated differently: a click does not confirm an interest. This journey enriches the profile before preparing the next proposition.
Running, cycling and hiking change the category, product or guide, benefit and call to action. An A/B test compares the email subject or body while keeping other factors constant and assigning one variant per person. Clicks, purchases or confirmed preferences are read against the objective, alongside unsubscribes and complaints. No winner is invented without results.
Fictional scenarios with assumed permissions and illustrative contact limits. These are not real customers or results; the demo collects no data and sends no campaigns.
How I connect campaigns, KPIs and experienceI connect campaign KPIs, customer economics and experience feedback to decide what to expand, what to adjust and when to help before selling.
Five campaigns—second purchase, reactivation, cross-selling, loyalty and replenishment—have different priorities and indicators. Understanding the contribution of the whole programme means considering sales, margin and cost alongside customer experience. Higher sales alone do not demonstrate a business improvement.
Two campaigns lose performance and take different paths. One collects CX feedback, groups reasons and prioritises friction by frequency and impact; an unresolved issue needs support before another offer. The other compares changes through subject-line and then content A/B tests, also reviewing the channel and contact pressure.
Learning feeds back into customer profiles and subsequent campaigns. The figures and journeys in the film are illustrative, not client results.
LET’S TALK ABOUT YOUR CHALLENGE
I led Campaign Innovation and CRM Support for Chedraui with four direct reports, coordinating priorities, delivery and leadership reporting. That experience shapes how I work with a team.
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