March 2024
Supplement
HBS Case Collection

Madrigal: Conducting a Customer-Base Audit

By: Eva Ascarza, Bruce Hardie, Peter S. Fader and Michael Ross

Format:Electronic
| Language:English

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; Retail Industry; United States

Citation

Ascarza, Eva, Bruce Hardie, Peter S. Fader, and Michael Ross. "Madrigal: Conducting a Customer-Base Audit." Harvard Business School Spreadsheet Supplement 524-707, March 2024.