Project 03 NovaRing

Data-Driven Marketing · Segmentation · Campaign Strategy · 2026

Case Study · Data-Driven Marketing · Fictional Brand · AI-assisted visuals

From customer data to targeted campaigns.

Analysis of simulated customer and platform data, development of relevant segments and creation of two targeted campaign concepts for the fictional premium wearable brand NovaRing.

Focus Data-Driven Marketing

Key areas Segmentation · Targeting · KPIs

Role Analysis & Strategy

NovaRing collection with different smart-ring models

Project context

NovaRing is designed in this project as a new premium smart ring within a fictional Nova ecosystem. Existing customers already use other products or services from the brand and are therefore relevant for cross-selling. At the same time, NovaRing is intended to attract new customers interested in wearables, fitness and smart technology.

01 · Understanding the data

Which data points matter for the campaigns?

The basis was a simulated dataset with 500 customer contacts. What mattered was not only how many customers were in each group, but what the recency of their purchases could mean for a later campaign.

Purchase recency

How long ago was the last purchase?

83.2% active customer base

Very recent last purchase 0–10 days ago

115 23.0%

Current last purchase 11–29 days ago

150 30.0%

Active last purchase 30–89 days ago

151 30.2%

Inactive last purchase 90+ days ago

84 16.8%

What does this mean?

The first three groups contain a total of 416 customers. This means 83.2% of the analysed customer base is considered active and forms the most relevant basis for repeat purchases and cross-selling.

New customer potential

Which channels drive awareness?

69% Search + Meta

Google Search active product search and purchase intent

190 38%

Instagram / Meta Ads visual awareness and product discovery

155 31%

YouTube / Shorts demonstration and explanation

95 19%

Blog / SEO deeper information needs

60 12%

What does this mean?

Google Search and Instagram / Meta Ads account for 69% of the analysed new customer potential. Search captures existing demand, while social primarily supports awareness and product discovery.

Transparency

All customer and platform data shown were simulated as part of the training project. They do not represent real company or campaign results.

02 · Segmentation

Two target groups with different requirements.

The analysis led to two prioritised target groups. Both are relevant to NovaRing, but differ clearly in readiness to buy, information needs and channel preferences.

01 Active existing customers

Use existing trust for cross-selling.

416 active customers

€481.40 average order value (AOV)

2.20 average purchases

These customers already know the Nova ecosystem, have built trust in the brand and can be reached directly using first-party customer data.

Strategic implication Email · Newsletter · Retargeting · Cross-Selling · Existing-customer benefits

02 Prospective customers interested in tech

Convert existing interest into first-time customers.

38% Google Search

69% Search + Meta

These users are already searching for smart rings, wearables, sleep tracking or fitness products. They need clear benefits, product understanding and a convincing introduction to the brand.

Strategic implication Search · Meta Ads · YouTube · Landing Page · Retargeting

Data → Segment → Need → Channel → Campaign

03 · Campaign strategy

Turning segments into targeted campaigns.

For each target group, I developed a separate approach to channels, targeting, offers and measurement. This turns the segmentation into concrete campaign planning.

Campaign 01

Activate existing customers.

The existing customer relationship allows for much more direct communication. The focus is on repeat purchases and cross-selling within the Nova ecosystem.

Goal: Repeat purchases & Cross-Selling
Channels: E-Mail, Newsletter, Retargeting, Shop
Targeting: Behavioral, Customer Match, Device, Geo
Frequency: maximum two contacts per week

NovaRing campaign concept for active existing customers

NovaRing campaign concept for new customer acquisition

Campaign 02

Acquire new customers.

The initial focus is on awareness and product understanding. Search captures existing demand, while social and video make the product visible and build interest.

Goal: First purchases, reach, app interest
Channels: Search, Meta Ads, YouTube, Landing Page
Targeting: Keyword, Contextual, Behavioral, Device, Geo
Follow-up: Retargeting for visitors who did not purchase

Performance measurement

Repeat purchases

Cross-selling revenue

Email click-through rate

Conversion rate

First-time purchases

Cost per purchase

App installs

Ad click-through rate

04 · Measurement & Optimisation

How I would evaluate campaign performance.

Because the campaigns were not run live as part of the project, I deliberately do not present invented performance results. Instead, I defined which metrics could be used to evaluate future results and guide optimisation.

01 Targeting

Are the right users being reached?

02 Campaign

Do the message, channel and offer work?

03 KPI

Which activities actually drive a response?

04 Optimisation

Refine budget, targeting and communication.

Existing customers

Retention & Customer Value

Repeat purchases
Cross-selling revenue
Email click-through rate
Conversion rate
redeemed discount codes

New customers

Acquisition & Efficiency

First-time purchases
Landing page visits
Cost per purchase
App installs
Ad click-through rate

Next iteration

Launch campaigns → compare results by segment and channel → expand strong combinations → revise weak messages or targeting → measure again.

My contribution

From data analysis to campaign logic.

For NovaRing, I analysed simulated data, prioritised target groups and developed different campaigns for existing and new customers. The focus was on segmentation, targeting and performance measurement.

01 Data analysis

Systematically analysed and interpreted simulated customer and platform data.

02 Segmentation

Identified and prioritised different customer opportunities.

03 Campaign strategy

Developed tailored communication and channel approaches for existing and new customers.

04 Targeting & KPIs

Defined targeting logic and relevant metrics for both campaigns.

Additional elements

Competitive Analysis

Target Audience Strategy

Customer Match

Retargeting

Conversion Logic

Visual Presentation