Strategies For Reducing Cart Abandonment

Segmentation is a powerful tool in data science—by grouping entities with similar characteristics, companies can tailor experiences, drive growth, and better meet the needs of distinct customer or supply groups. In a recent blog post, Airbnb’s data science team shared how they built a structured framework to segment their global supply into distinct “supply personas.” Rather than using traditional approaches like RFM (Recency, Frequency, Monetary) analysis, they grounded the segmentation in the platform’s unique business dynamics—especially calendar-based behaviors that reflect how listings are used throughout the year. The team began with exploratory analysis and identified four key behavioral features: availability rate, streakiness, the number of quarters with availability, and the maximum consecutive months of availability. These signals were then fed into an unsupervised clustering model (k-means) to group similar listings. To make the results interpretable and usable at scale, the clusters were used to train a supervised model (i.e., a decision tree), allowing for consistent and scalable persona assignments. This framework enables Airbnb to apply a shared language around supply—supporting decisions in personalization, experimentation, and beyond. It’s a nice example of how thoughtful segmentation can bridge human intuition, modeling techniques, and operational needs. #DataScience #MachineLearning #Analytics #Airbnb #Segmentation #MLInterpretability #SnacksWeeklyonDataScience – – –  Check out the "Snacks Weekly on Data Science" podcast and subscribe, where I explain in more detail the concepts discussed in this and future posts:    -- Spotify: https://lnkd.in/gKgaMvbh   -- Apple Podcast: https://lnkd.in/gFYvfB8V    -- Youtube: https://lnkd.in/gcwPeBmR https://lnkd.in/gBu4gKpz

You saw the ad. You ignored it. You saw it again. Still ignored. Now you see it 6 more times. Welcome to modern D2C retargeting. Most D2C brands retarget like everyone’s always interested. Spoiler: they’re not. We audited 14 Indian D2C brands in April. Different categories. Different spend levels. ↳ But one common problem across the board: → Retargeting was quietly eating up 25–30% of ad budgets… and delivering almost no real lift in conversions. ↳ Here’s what we saw again and again: → Brands targeting the same audience across multiple campaigns. → 30-day visitors are still being hammered with BOFU ads on day 27. → High-frequency users keep seeing offers they’ve already ignored. → Everyone gets the same retargeting creative, no matter their intent level. And the worst part? Meta charges a premium to show ads to warm audiences or even if they’re cold in behavior. ↳ Why this hits harder in India: → COD mindset means More hesitation, slower decision → Lower trust in new D2C brands → Most retargeting is not segmented by behavior or timing You're not nurturing. You’re nagging. ↳ What I suggest brands to do instead: → Cap frequency and refresh retargeting ads weekly. → Use behavioral segments, not just "all visitors". → Retarget with timing logic, not desperation. ↳ My Fix for Smarter Retargeting Strategy 1. Segment your retargeting audiences → 1–3 days: Hot. Hit with offer. → 4–7 days: Educational reminder → 8–14 days: Testimonials, COD trust → 15–30 days: Low-cost nudges, not hard sells 2. Set frequency caps for warm pools → Don’t let the same person see your ad 6–10 times. → It hurts trust and inflates CPC. 3. Use intent-based retargeting triggers → Add to cart ≠ View content ≠ 10 sec video view → Each needs a different message and urgency 4. Rotate your creatives weekly → Fresh visuals and new hooks equals higher re-engagement without annoying the user 5. Track spend split between cold vs warm → If warm is eating 40%+ of budget with low conversions then pull back and fix segmentation. → Swap "Buy Now" with reminder, education, or social proof style creatives. Recap: ✅ Over-retargeting is a silent budget leak in Indian D2C ✅ Meta doesn’t care how relevant your retargeting is, you need to fix it ✅ Smart segmentation and message match means better ROI and trust ✅ Most CAC spikes come from lazy retargeting, not bad ads ✅ Treat retargeting like a nurture funnel, not a sales wall It’s not that your retargeting isn’t working rather it’s working too hard on the wrong people. Sometimes scaling starts by cutting what’s quietly bleeding your best budget. Spending ₹10L–₹50L/month and not sure if your retargeting is actually working? Let’s chat. A 30-min chat could save you lakhs in silent leaks.

Some user groups have distinct usability needs, and to design experiences that truly meet those needs, we need to identify patterns in how different users interact with a product. Clustering helps group users based on shared behaviors rather than broad assumptions, allowing UX researchers to uncover deeper insights, optimize design decisions, and improve the overall experience. One of the most common clustering methods is k-means, which groups users around central points based on similarity. It is widely used for segmenting personas and analyzing behavioral trends but requires predefining the number of clusters, which can be a limitation. Hierarchical clustering offers an alternative by building a tree-like structure that reveals relationships between different user groups. This method is particularly useful for mapping engagement levels and understanding how different users interact with an interface. Density-based clustering, such as DBSCAN, identifies areas of high user activity while automatically separating outliers. This method works well for analyzing drop-offs, onboarding friction, and engagement patterns without assuming a fixed number of clusters. Gaussian Mixture Models take a probabilistic approach, allowing users to belong to multiple clusters at once. This is particularly useful for analyzing hybrid user behaviors, such as those who switch between casual and expert usage depending on the context. Fuzzy clustering is another approach that enables users to be part of multiple groups simultaneously. This is helpful when behavior is fluid and does not fit neatly into distinct categories. It is often used in personalization systems where engagement modes shift dynamically. Constraint-based clustering applies predefined business rules to the process, making it ideal for segmenting users based on factors like subscription tiers or access levels. Grid-based clustering, including the BIRCH algorithm, is particularly useful when working with large-scale datasets. Unlike other methods, BIRCH processes large amounts of data efficiently, making it a valuable tool for analyzing heatmaps, session recordings, and high-volume engagement metrics.

🤔Understanding 𝗣𝗮𝘆𝗺𝗲𝗻𝘁 𝗢𝗿𝗰𝗵𝗲𝘀𝘁𝗿𝗮𝘁𝗶𝗼𝗻 Let's dive in: In the 𝟭𝟵𝟵𝟬𝘀, with the rise of Ecommerce, the first payment gateways came into existence. However, they lacked today's advanced collection and reconciliation tools. The 𝟮𝟬𝟬𝟬𝘀 saw integrations between developers and gateways due to limitations in serving all customers through one gateway. By the 𝟮𝟬𝟭𝟬𝘀, PSPs transformed, introducing alternative payment methods, fraud prevention, and global payments in local currencies. The 𝟮𝟬𝟮𝟬𝘀 witnessed a shift, with over 60% of retailers using multiple payment providers and payment orchestration becoming essential for businesses. What is 𝗣𝗮𝘆𝗺𝗲𝗻𝘁 𝗢𝗿𝗰𝗵𝗲𝘀𝘁𝗿𝗮𝘁𝗶𝗼𝗻? Drawing from the world of music, payment orchestration functions similarly to a maestro harmonizing an orchestra🎼 This system blends multiple payment processes, offering an efficient and streamlined transaction route. It centralizes various gateways, ensuring a smooth consumer checkout. Integrated reporting provides a unified data view, and "smart routing" auto-directs transactions through the best route. Europe's e-commerce data shows that roughly a quarter of Mastercard's payment authentications in early 2021 failed. Smart routing in payment orchestration aims to combat such issues. Business Research Insights predicts that by 2027, the payment orchestration market will be valued at nearly $5 billion. Key advantages of payment orchestration include: 1️⃣ Cost and Time Efficiency: Merchants can choose lower transaction fees from a range of providers. 2️⃣ Increased Conversion: Improved customer experience boosts conversion rates. Factors like smart routing, diverse payment methods, and local currency support play significant roles. 3️⃣ Transaction Success: With the rise in digital payments, ensuring transaction success becomes vital. Payment orchestration can notably reduce decline rates. 4️⃣ Customer Loyalty: Offering preferred payment methods enhances the buying experience, fostering customer loyalty. 5️⃣ Global Expansion: For businesses aiming globally, understanding regional payment preferences is crucial. 6️⃣ Rapid Scaling: Merchants can swiftly integrate solutions supporting business growth. 7️⃣ Fraud Reduction: A consolidated platform with multiple payment methods aids in fraud prevention. 8️⃣ Automatic Reconciliation: This feature minimizes errors, saving internal resources and enhancing efficiency. 9️⃣ Real-time Ledgers (RTLs): RTLs provide almost instant financial data visibility, ensuring transactional integrity. Source: Axerve Find this helpful? [ 𝗿𝗲𝗽𝗼𝘀𝘁 ] Anything to add about this subject? [ 𝗶𝗻𝘃𝗶𝘁𝗲𝗱 𝘁𝗼 𝗰𝗼𝗺𝗺𝗲𝗻𝘁 ] Nice story, Marcel. Next! [ 𝗹𝗶𝗸𝗲 ]

Trust is not something you have, but something you do. 6 proven ways to build unshakeable trust with your team, TODAY: (Sample situations and scripts are included) 1. Say what you do. Minimize surprises. ➜Why: Consistency in communication ensures everyone is on the same page, reducing uncertainties and building reliability. ➜Situation: After a meeting, promptly send out a summary of what was agreed upon, including the next steps, owners, and deadlines. ➜Script: "Thank you for the productive meeting. As discussed, here are our next steps with respective owners and deadlines. Please review and let me know if any clarifications are needed." 2. Do what you say. Deliver on commitments. ➜Why: Keeping your word demonstrates dependability and earns you respect and trust. ➜Situation: Regularly update stakeholders on the project's progress. Send out a report showing the project is on track, and proactively communicate any potential risks. ➜Script: "Here's the latest project update. We're on track with our milestones. I've also identified some potential risks and our mitigation strategies." 3. Extend the bridge of trust. Assume good intent. ➜Why: Trust grows in a culture of understanding and empathy. Giving others the benefit of the doubt fosters a supportive and trusting environment. ➜Situation: If a team member misses an important meeting, approach them with concern and understanding instead of jumping to conclusions. ➜Script: "I noticed you weren’t at today’s meeting, [Name]. I hope everything is okay. We discussed [key topics]. Let me know if you need a recap or if there's anything you want to discuss or add." 4. Be transparent in communication, decision-making, and admitting mistakes. ➜Why: Honesty in sharing information and rationale behind decisions strengthens trust. ➜Situation: Be clear about the reasoning behind key decisions, especially in high-stakes situations. ➜Script: "I want everyone to understand why we made this decision. Here are the factors we considered and how they align with our objectives..." 5. Champion inclusivity. Engage and value all voices. ➜Why: Inclusivity ensures a sense of belonging and respect, which is foundational for trust. ➜Situation: Encourage diverse viewpoints in team discussions, ensuring everyone feels their input is valued and heard. ➜Script: Example Script: "I'd really like to hear your thoughts on this, [Name]. Your perspective is important to our team." 6. Be generous. Care for others. ➜Why: Offering support and resources to others without expecting anything in return cultivates a culture of mutual trust and respect. ➜Situation: Proactively offer assistance or share insights to help your colleagues. ➜Script: "I see you’re working on [project/task]. I have some resources from a similar project I worked on that might be helpful for you." PS: Trust Is Hard-Earned, Easily Lost, Difficult To Reestablish...Yet Absolutely Foundational. Image Credit: BetterUp . com

Need to automate document review reminders without complex workflows? Here's a 60-second solution. - Add a "Review Date" column (Date/Time) - Set your review dates - Use the built-in Automate menu - Configure reminders (e.g., 30 days before due date) That's it. No code, no third-party tools, just native, out of the box SharePoint functionality delivering exactly what you need. Getting to the outcome that you want does not need to be complex. Just get the job done. Key benefit with this? Set it once, and SharePoint handles the rest. Your team never misses a document review deadline again. #SharePoint #Microsoft365 #ProductivityTips #DigitalWorkplace

I just built a Medication Reminder Voice Agent in n8n using Vapi. Here’s the idea: instead of sticky notes or alarms, patients get automated voice reminders about their medication schedule. ✅ The agent pulls from a simple Google Sheet ✅ Sends reminders via phone call or WhatsApp ✅ Speaks naturally (and can even support multiple languages) Why does this matter? Medication adherence is one of the biggest challenges in healthcare. Missed doses lead to complications, hospital readmissions, and lower treatment effectiveness. Automating reminders can make a real difference for patients and caregivers. And this is just one use case. In healthcare & pharma, you could also build: 👉 A Pharmacy Refill Agent that alerts patients when prescriptions are low 👉 A Clinic Scheduling Agent that auto-books or reschedules appointments 👉 A Compliance Agent that logs when doses are confirmed This is the power of AI + automation moving from theory to practical workflows that actually help people. The full tutorial is attached 👇 check it out and see how you can build your own patient-facing AI agent. ------------------------------------------------------------------ Join my Skool community to gain access to the template for this agent - https://lnkd.in/gX5AAABY

Remarketing is often the misunderstood middle child of performance marketing. Let’s break a couple of myths🔨 🎯 One size fits all fits probably no one:  I’ve seen many companies burn money on campaigns that don’t recognize that every section of their audience has their own motivations. Why, if I had a penny for every time I visited a site with no intent to purchase their product at all, only to spot a “Schedule a Demo Today” ad by them on whichever site I visit, I’d probably be the richest guy in SaaS! I read somewhere that 84% of users either ignore or are put off by retargeting ads! Shows how important it is to get it right. Start doing these things: - Segment visitors by page depth (1 page vs 3+ pages) - Track time-on-site thresholds (>2 min = higher intent) - Create separate campaigns for pricing page visitors vs. blog readers Tailor your content based on your audience’s behavior and stage in the buyer journey (URL path visitors, action completers, cart abandoners) 🎯 Retargeting works like a mosquito coil:  Retargeting is not plug and play, and it typically doesn’t stop with one level. Retarget for all customer stages. Not only demo and trial signups. This insulates your prospects from leaving the funnel midway. We’ve had cases where we spent thousands of dollars on a retargeting campaign only to make zero sales. But here’s what happened afterward ⭐ : When we triggered another retargeting campaign for the warmer folks from the previous campaign, giving them BOFU content, we made sales. A lot of it! What’s to learn here? You’re unlikely to be bet on with just the first touch point. You have to build that awareness consistently. Create a 3-tier remarketing structure: > Tier 1 (Cold): Educational content, industry reports > Tier 2 (Warm): Case studies, comparison guides > Tier 3 (Hot): Free trials, demos, limited-time offers Build custom audiences for each segment, assign specific content types to each, and implement frequency caps based on ‘bucket temperature’. Also, the focus should also be on increasing the credibility of your company rather than only pushing them towards the CTA. Here's one customized Google + LinkedIn campaign strategy we used for a client recently. What are some retargeting tactics that’s worked for you?

Trust issues? Yep? You’re not alone. According to Endelmans latest report* the number of employees who trust their employer to “do what is right” has already fallen three points to 75% this year. And when trust dips? So does our engagement, motivation & commitment. Without trust, it doesn’t matter how banging your benefits are or how practical your processes, at some point that empire you're building will start to wobble. With trust as the foundation, though? 👇 💥 Companies with high trust levels outperform low-trust counterparts by 186%. 💥 Employees in high-trust environments report 74% less stress and 40% less burnout. “Great, so how do we build trust, pronto?" I hear you yell. Well, true trust takes time, but here’s some top-trust-tips to get you started: 1️⃣ Belonging > Busyness “We’re too busy” is the most basic excuse for skipping the moments that build belonging. And whilst we know there is a never-ending-to-do-list, investing time in connection now prevents bigger challenges later. 2️⃣ Meet people where they’re at. Drop preconceived notions. Instead of assuming how people are going to behave, start with the belief that everyone has the team’s best interests at heart. 3️⃣ It’s in your actions Building trust doesn’t come through words alone, it’s all in your actions. Show up prepared, be curious about everyone’s ideas, listen with intent. Trust is built through consistent, small actions - and these “signals” your sending will create a ripple effect of reciprocity. 4️⃣ Improve your information flow You know what makes people feel nervy or unsafe? When information is hidden from us. Think about who needs to know what to do their best work and to feel a sense of safety and belonging. You don’t need to share everything, but don’t withhold information people need to do their jobs well. 5️⃣ Act on feedback Did you know 62% of employees believe their feedback goes nowhere? Now that’s a fast track to losing trust. Listen to what your team is sharing, and act on it. Even small steps show you’re serious about their input and committed to making changes that matter. 6️⃣ Know what makes your team-tick The stronger your personal connections, the deeper the trust. Whether through quick coffee chats, walk-and-talks, or tackling projects together, invest in understanding your team. 7️⃣ Nip bad behaviours in the bud Address issues in real-time. Feedback, done continuously and constructively, can nip bad vibes and behaviours in the bud, and reinforce what we do and don’t stand for around here. 8️⃣ Recognise regularly Recognition of progress really matters. And that burst of joy we get when someone gives us a shout out also strengthens our trust. Build recognition into your rituals, but also encourage random-acts-of-recognition to make people’s day. And you know what? Through building trust you're also building those all important systems for how things are done around here 👉 Document it, communicate it, act on it. #Culture #Trust

Inflation often forces businesses into a dilemma—raise prices and risk losing customers, or keep prices stable and shrink margins. But what if data could help strike the perfect balance? 🚀 Challenge: Flipkart, one of India’s largest e-commerce platforms, noticed fluctuating customer retention rates and declining repeat purchases, especially during inflationary periods. Traditional deep-discount campaigns led to short-term sales spikes but failed to build long-term customer loyalty. 🔎 Solution: Data-Driven Discounting Strategy Flipkart’s analytics team uncovered a key insight: Small, frequent discounts (e.g., 5-10% on repeat purchases) led to higher engagement. Personalized offers based on purchase history encouraged repeat buys. A/B testing revealed that customers preferred consistency over occasional deep discounts. 💡 Implementation: Using AI-driven dynamic pricing, Flipkart rolled out: ✅ Tiered discounts for loyal customers. ✅ AI-powered coupon recommendations. ✅ Targeted email campaigns promoting small, time-sensitive discounts. 📈 Results: After three months of testing, Flipkart saw: ✔️ 17% increase in repeat purchases ✔️ 12% uplift in customer retention ✔️ Higher profit margins vs. deep discounting 🎯 Key Takeaway: In an inflationary environment, data-driven pricing isn't just about maximizing revenue—it’s about customer psychology. Businesses that personalize their offers and optimize discounts intelligently can boost retention while protecting margins. 𝑾𝒉𝒂𝒕 𝒑𝒓𝒊𝒄𝒊𝒏𝒈 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒆𝒔 𝒉𝒂𝒗𝒆 𝒘𝒐𝒓𝒌𝒆𝒅 𝒇𝒐𝒓 𝒚𝒐𝒖𝒓 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒊𝒏 𝒄𝒉𝒂𝒍𝒍𝒆𝒏𝒈𝒊𝒏𝒈 𝒕𝒊𝒎𝒆𝒔? #datadrivendecisionmaking #DataAnalytics #DiscountStrategy #BusinessStrategies