Online customer segmentation, analysis & execution


The National Gallery in London houses one of the greatest collections of Western European painting in the world. Offering free entrance 361 days of the year, the NG had built up a comprehensive customer and prospect database.

However, they wanted to gain a better understanding of their online customers and came to us to develop a customer segmentation model which could be used in future online marketing and promotional activity via their online shop.


The customer segmentation and analysis project enabled us to build a profile for their most profitable, frequent and loyal online customers. Taking NG’s transactional data and utilising consumer demographics and shopper behavioural data, we were able to segment their customer base and develop profiles for different customer groups such as the most valuable and most loyal.

Utilizing Segmentz®, our in-house data mapping, reporting and analytical tool, we were able to map NG online customers by spend, consumer profile and distance from London. Understanding the ‘best fit’ of customers enabled S2 to provide maps of most valuable prospective customers by region, allowing NG the opportunity to target them in future online campaigns.


The provision of pen portraits for online customers now enables NG to monitor how their different customer segments respond to online activity, helping them to more effectively shape future strategic online marketing decisions.

In addition to the segmentation model, based on the project results S2 has provided NG with an email list of 10,000 prospects that matched the profile of their most profitable online customers and those with a higher prevalence to respond to e-marketing.