Free tools, frameworks & reference materials

Challenge

Peju Winery, a Napa Valley producer known for its tasting room and wine club, came out of Covid facing rising attrition and stalled club enrollment. The club itself was part of the problem — too many tiers and quantities, and transaction data locked in a system with almost no reporting or analytics. The mandate: learn who these customers actually are, simplify the club, and build a contact strategy that could move the retention and off-cycle purchase numbers.

Approach

• Ran discovery and pulled a full data extract from Peju's transaction system
• Built customer profiles and behavioral groupings from exploratory analysis
• Reviewed contact history to quantify retention and lapse patterns
• Used those groupings to redesign the club structure and contact strategy

Impact

• Found that 53% of the buyer file had already lapsed and only ~11% were active — the real baseline nobody had measured before
• Consolidated and simplified the wine club tiers and tasting-room options
• Built a real-time membership dashboard and an audience-selection tool for targeted campaigns
• Rolled out a multi-tiered contact plan — a welcome program to drive activation, and a retention/upsell track to cut attrition and grow off-cycle purchases

Challenge

Xperi, a publicly traded consumer tech and licensing company, had a familiar B2B problem: marketing and sales couldn't agree on what was happening in the funnel. Top-of-funnel marketing activity wasn't connected to the sales-driven pipeline, CRM and campaign management tools didn't talk to each other, and nobody had a shared definition of a qualified lead. The goal was to align marketing and sales around the same metrics, and finally be able to demonstrate what marketing was actually delivering.

Approach

• Reviewed the current tech stack and data connectivity end to end
• Documented campaign and technical functions, process, and data flows
• Isolated the specific technical integration issues between CRM and campaign tools
• Revisited the prospect qualification scoring approach
• Designed and automated new reporting and dashboard templates

Impact

• Standardized terminology across marketing and sales departments
• Streamlined the campaign planning process around a shared project brief and standard metrics
• Resolved the CRM/campaign tool integration issues, closing the gap between sales and marketing
• Delivered dashboard templates for campaign and periodic reporting
• Gave leadership the first full-funnel view of marketing impact, supporting budget planning and increased resource allocation

Challenge

A home services business (name withheld at the client's request) was spending across a half-dozen customer acquisition channels to fuel a business with a strong seasonal swing. Leadership had a real question and no good way to answer it: what happens to next year's revenue and customer count if the channel mix shifts? The CMO needed a forecasting tool that could show the tradeoffs before the budget was spent, not after.

Approach

• Broke out time series of new customer acquisition by geography and channel
• Calculated decay/survival rates and each channel's contribution over time
• Built regression models to project acquisitions, monthly revenue, and survival rates

Impact

• Delivered a simulation tool letting the team test multiple budget and channel-mix scenarios before committing spend
• Client used it to land on a channel allocation mix and secure increased acquisition funding based on the projections
• The following year's acquisition campaign hit its Cost per Acquisition and First-Year Revenue/Payback targets, and exceeded the target customer count