Our client, a prominent national eyeglass retailer with over 700 locations and a workforce of 8,000 employees across the United States, sought to gain deeper insights into their customer base. They aimed to identify niche opportunities to enhance customer engagement and boost profitable revenue growth.
Unlocking Hidden Data to Address Customers’ Unique Need

Service Provided
Client challenge
Valtree Corporation Empowering Marketing Teams with Actionable Customer Insights”
Our client’s marketing team faced a significant challenge in accessing and understanding transaction data from its customer base. The data, while abundant, was neither easily accessible nor usable. To turn this data into actionable insights, the team needed to overcome two key obstacles at opposite ends of the data spectrum.
At one end, the client’s IT team had a massive customer database backup file containing over seven years of data. However, this file was practically inaccessible to the marketing team. Extracting and analyzing the data was beyond their technical expertise, leaving them unable to make use of this valuable resource.
At the other end, the client had recently partnered with a Big 5 firm to analyze their data. Unfortunately, the firm provided only a high-level decile analysis that lacked actionable insights. The segmentation was too broad and failed to uncover meaningful patterns in customer behavior, leaving the marketing team unable to develop targeted strategies.
Caught between an overwhelming amount of raw data and overly simplistic analysis, the marketing team found itself without a clear path forward. They had no way to bridge the gap between detailed raw data and actionable insights to drive customer engagement.
To address this challenge, the client turned to Valtree Corporation. By investing in a secondary project with our team, they aimed to unlock the potential of their data, refine customer segmentation, and develop effective strategies for targeted marketing efforts.
Our solution
Our client partnered with Valtree Corporation to develop a comprehensive strategy that provided a strategic overview of its customer base, along with detailed insights for each segment. This enabled the client to tailor marketing tactics and messages to the specific needs of various customer groups. Valtree’s expertise was sought in two critical areas: accessing usable data and creating meaningful customer segmentation.
The client had seven years of data stored in an inaccessible backup file. Valtree’s team successfully reverse-engineered the file into component parts and designed additional features based on historical customer behavior patterns to support segmentation development.
Once the client’s data was transformed into a usable format, we segmented their 14 million customers into six distinct, manageable groups. Our consultants utilized advanced techniques like Mini Batch K-Means and Birch clustering methods to create these segments. Each segment was accompanied by demographic and behavioral profiles, high-level KPIs, and actionable marketing opportunity recommendations.
Valtree Corporation leveraged its deep expertise in data science, advanced analytics, and data engineering to transform an outdated data repository into a valuable strategic asset, unlocking maximum business potential for the client.
Results
Valtree identified the most valuable segment within the client’s customer base: the top 20% of customers contributing to 34.5% of the total revenue. By concentrating marketing efforts on this high-value group and crafting messaging tailored to their preferences, the client successfully boosted average order values and generated new revenue streams.
Seeing rapid returns on investment, the client re-engaged Valtree to conduct a deeper analysis of segment distribution across different locations. The Valtree team also recommended customized assortments for each store and identified opportunities to improve margins by introducing private-label options for popular models.
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