Entry point
Field Guide Express
3 weeks
The data survey, the value map and a first estimate of the gains. To discover your fauna and win internal support.
Works · Field Guide · Customer value mapping
The field guide
to your customers.
Who buys once, who comes back, who carries the value, who leaves. Field Guide identifies the species in your customer base, counts each population, measures what it brings in and tells you how to win each one over.
- The species in your base, counted and valued
- The margin per lever, not just revenue
- The gains estimated as a range, assumptions written down
- The roadmap ready to test, in eight weeks
01 / The bestiary
Four species live
in your customer base.
A sample base, fictitious data. Pick a business: the scale compares each species’ share of customers with its share of revenue. Click a species to open its record.
Fictitious data, for illustration. Every base has its own fauna: that is what Field Guide measures for you.
02 / What is at stake
Customer marketing is too often
run on averages.
Dashboards give averages. They do not say which customers create the margin, when they drop off, or which actions cost more than they bring in.
- Indicative10 % → 40 %
The best 10% of customers often make 30 to 50% of revenue.
- Indicative1 in 2
Often half or more of a year’s customers do not buy again the next year.
- IndicativeM+2 → M+6
The usual window for the 2nd purchase. After that, repeat buying becomes rare.
- Indicative72 hours
The first days after sign-up often decide the first purchase.
- Indicative15 to 30%
Of paper mailings that often do not cover their own cost.
- Indicative20 to 40%
Of customers reachable by email in a base that grew through paper or stores.
Indicative orders of magnitude, seen in past assignments in retail, mail order and e-commerce. Every base is different.
03 / The method
Six steps,
from survey to guide.
Like a naturalist: choose the ground, collect the tracks, count the species, observe their habits, weigh what they bring in, then write the guide to win them over.
- 00FrameWeek 1
The business questions, shared definitions (active, new, lost, margin), the scope and the access.
- 01SurveyWeeks 1–2
Customers, transactions, products, campaigns and costs, reconciled into one reliable analysis base.
- 02CensusWeeks 2–4
Customer flows, value concentration, cohorts and lifetime value: the species in your base.
- 03DiagnoseWeeks 4–6
Five levers put to the test: acquisition, 2nd purchase, retention, reactivation, channels and products.
- 04SizeWeeks 5–7
A first score to estimate the impact and isolate the key drivers, then a 4-year business case, as a range.
- 05Write the guideWeeks 7–8
The roadmap, priority journeys to the day, the A/B test protocol and the steering.
- A question before every analysis. Nothing is computed without a business hypothesis set in a workshop.
- Margin, not just revenue. Product cost, mailings, discounts and shipping go down to customer level.
- Test before scaling. Every recommendation comes with its A/B test and its control group.
04 / What you keep
Nine deliverables,
three read-outs.
- L1The framing note
Questions, shared definitions, scope, schedule.
- L2The customer analysis base
Reconciled, documented, with its quality report.
- L3The value map
Flows, concentration, value build-up and the bestiary of your base.
- L4The cohort atlas
Value at 6, 12 and 24 months, break-even per channel.
- L5The lever sheets
Five sheets: quantified findings, pockets of value, possible actions.
- L6The key drivers
A first score to estimate impact and reveal what drives value.
- L7The business case
4-year gains per lever, as a low and a high range.
- L8The roadmap
Three workstreams, priority journeys, A/B test protocol.
- L9The steering kit
Three-level indicators and a plan to industrialise the scores.
05 / The formats
Three formats,
one path.
Start small, go further once the first figures are in. Each format builds on the previous one. Pricing on request.
The full offer
Field Guide
8 weeks
The six steps, the nine deliverables, three read-outs. To decide where the marketing budget goes and launch the first tests.
Scale up
Field Guide Activation
4 to 6 weeks, then monthly
Scores industrialised and plugged into your CRM, updated and monitored. To turn the roadmap into results.
06 / For the DPO and the CISO
Your data stays
under your control.
Our commitments are written into the contract. The full detail is in the PDF brochure.
- Processor under the GDPR. Data processing agreement (Article 28) signed before any transfer.
- Pseudonymised data. No name, email or address: the lookup table stays with you.
- Hosting in the European Union, encryption in transit and at rest, named and logged access.
- Governed generative AI. Pseudonymised data only, an EU-hosted service, no training on your data. Option: aggregates only.
- A clean ending. Deletion 30 days after the assignment, with a written certificate.
- Option: we work inside your environment, no data leaves your systems.
Open the guide
to your customers.
A first 45-minute conversation is enough to frame the questions and check the available data. Then an export of 24 to 36 months of transactions lets us draw a first map.
Why Field Guide? It is the little book naturalists take into the field to recognise the species they come across. Yours describes your customers: who they are, what they bring in, and how to approach them.