Publications
Publications
- March 2024
- HBS Case Collection
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Bruce Hardie, Michael Ross and Peter S. Fader
Abstract
This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an urgent audit of historical purchase data to assess customer growth patterns. Students are tasked as the CMO to analyze four years of transactional data, addressing questions on customer value, characteristics, and segmentation. The case study emphasizes the importance of a thorough customer-base audit to develop strategies for sustainable growth, serving as a practical learning tool for evaluating any company's customer base health.
Keywords
Customer Relationship Management; Analytics and Data Science; Growth and Development Strategy; Customer Value and Value Chain; Retail Industry; United States
Citation
Ascarza, Eva, Bruce Hardie, Michael Ross, and Peter S. Fader. "Madrigal: Conducting a Customer-Base Audit." Harvard Business School Case 524-046, March 2024.