Case Study: Pet Food Company boosts marketing effectiveness with Fractal’s Customer Genomics™

How a Pet Food Company Used Customer Genomics™ to Understand and Reach Their Target Audience

An American pet food company was struggling to optimize its marketing in a highly competitive industry. Their data was fractured across organizational silos, leading to ineffective, rule-based marketing strategies that failed to consider customer needs. Partnering with analytics firm Fractal, the company sought to implement a data-driven solution, which included the Customer 360 platform and Customer Genomics™, to better understand and reach its target audience.

Fractal's solution consolidated the client’s disparate transaction, CRM, product, marketing, and external data onto a single platform. This enabled advanced machine learning and behavioral analysis to power marketing decisions and optimize collateral. The results gave the pet food company a unified customer view and predictive insights into campaign performance, driving an estimated annual impact of $22 million and fostering a data-driven culture within the organization.