Part 6/11:

• Product Tagging in Transactions: Each customer's purchase history was mapped to relevant tags associated with purchased items. Because many products, especially in grocery, would broadly fall into categories like "others," a threshold-based approach was used to identify the dominant life stage for each customer.

• Handling Ambiguity: When multiple tags appeared, and especially for generic or low-frequency purchases, the second-highest tag was considered. Researchers set thresholds to classify whether a customer's purchase pattern aligned with a specific life stage or remained ambiguous.

Applying Segmentation for Targeted Marketing

With customer segments defined, Nikita explained how her team tailored marketing strategies: