Are Your Campaigns Reaching the Right People?

Introduction

Marketing teams work hard to understand their customers—what they buy, how they respond to campaigns, and which channels they prefer. Dashboards and reports help, but deeper customer patterns often stay hidden unless the right questions are asked.

This guide shows how to uncover those patterns using  Terno AI. We’ll walk through a real multi-channel marketing dataset and demonstrate the exact prompts you can use to understand campaign performance, customer segments, loyalty, churn risk, and product behaviour. .[See the full Terno AI conversation here]

To make this guide easier to follow, here’s a quick explanation of a few terms used in the analysis:

• Campaign Acceptance: Whether a customer said “yes” to a specific marketing offer.
• Response: Whether the customer made a purchase after receiving a campaign.
• Segmentation: Grouping customers into meaningful categories based on behaviours (like spending, frequency, or product preferences).
• RFM (Recency, Frequency, Monetary):
  • Recency → How recently a customer purchased
  • Frequency → How often they purchase
  • Monetary → How much they spend
• Churn Risk: Customers who may stop buying soon or are losing interest.
• Predictive Modelling: Using past data to estimate who is most likely to respond to future campaigns.
• Product Revenue: How much each product category contributes to total sales.
• Customer Behaviour Indicators: Traits like web visits, complaints, family size, etc., that influence marketing results.
• Clusters/Segments: Customer groups created by AI that share similar buying behaviour.

1. Understanding Your Marketing Landscape

Before diving into segmentation or campaign performance, it’s important to understand the overall customer response behavior. This helps set expectations for how tough—or easy—it is to convert customers through campaigns.

Prompt: Plot the distribution of Response

This shows how many customers responded to at least one campaign versus how many didn’t. A naturally low acceptance rate is common in marketing, so this helps you understand the baseline before diving deeper.

2. What Drives Campaign Success?

The first thing marketers want to know is which campaigns worked and which didn’t. Terno AI helps break down this information clearly, giving a foundation for optimizing your future messaging.

Prompt: Which of the five campaigns had the highest acceptance rate? Why?

This tells you which campaign theme or offer connected most with your audience. It helps you repeat what worked and rethink what didn’t.

Prompt: Create a heatmap showing correlations between all five campaign acceptance variables and the final Response.

The heatmap helps you see relationships between campaigns. If certain campaigns strongly correlate with the final purchase, those themes might be worth scaling or reusing.

3. Who Responds—and Who Doesn’t?

Great campaigns only work when they reach the right people. Terno AI helps map out those differences.

Prompt: Compare customer characteristics between those who accepted at least one campaign vs those who accepted none.

This shows which customer traits—income, spending, channel preference—are linked to campaign responsiveness. You can use this insight to focus your next campaign on the right audience.

Prompt: What is the profile of customers who consistently reject campaigns?

Some customers don’t respond no matter what you offer. Identifying them helps you avoid wasting budget and tailor different strategies for this group.

4. Segmenting Customers for Smarter Targeting

Segmentation enables precise campaign targeting. Instead of sending the same message to everyone, clusters help marketers tailor offers and creative to different customer types.

Prompt: Perform customer segmentation using clustering. How many meaningful customer groups exist?

These segments might represent loyal shoppers, price-sensitive buyers, infrequent visitors, or bulk purchasers. Understanding them helps personalize your campaigns.

Prompt: Which customer segments have the highest probability of responding to campaigns?

This identifies the segments that are worth targeting with stronger campaigns. It directly improves your ROI and reduces wasted spend.

5. Where Your Revenue Really Comes From

Not all product categories contribute equally. In fact, many brands overspend promoting low-value categories while undervaluing high-performing ones.

Prompt: Which product categories drive the most revenue?

This helps you focus marketing energy on categories that truly support your business instead of spreading your efforts too thin.

Prompt: Plot a stacked bar chart showing total spend per product category.

A visual breakdown makes it easy to spot overserved and underserved categories, helping refine promotions and campaign themes.

6. Customer Behaviour & Demographics

Families, households with kids, and customers with varying lifestyle behaviors often shop very differently.

Prompt: Which products do families with children buy more?

This helps build family-centric bundles or offers and helps segment messaging based on household size.

Prompt : Visualize number of kids/teens in household vs total spending.

This reveals whether larger households naturally spend more—or if spending is influenced by income or other factors.

Prompt: Visualize complaints versus response—do complainers respond more or less?

Customers who complain may still be loyal—or they may be ready to churn. This insight helps shape retention and service strategies.

7. Loyalty, RFM & Churn Risk

RFM (Recency, Frequency, Monetary) is one of the simplest yet most powerful loyalty frameworks. Terno AI can compute this instantly.

Prompt: Analyze RFM scores for all customers.

Recency, Frequency, and Monetary scores show your highest-value customers and highlight segments that need nurturing.

Prompt: Which customers are close to churning?

These customers haven’t purchased recently and are slipping away. Identifying them early lets you take action before they leave.

Prompt: What offers would likely win back churn-risk customers?

This turns insights into immediate revenue opportunities through targeted reactivation campaigns.

8. Predicting Future Responders

Terno AI doesn’t just analyze the past—it predicts who is most likely to respond next. This helps marketers send the right offer to the right customer at the right moment.

Prompt: Identify customers with >70% predicted probability of accepting campaigns.

Now you know exactly who should see your next campaign—maximizing conversions and minimizing wasted spend.

9. Summary of the Entire Analysis

Prompt: Summarise the entire analysis.

Conclusion: Better Insights Lead to Smarter Marketing

In just a few steps, we turned raw customer data into clear, actionable insights. Terno AI helps marketing teams:

• Identify which campaigns work best
• Understand who responds—and why
• Segment customers into meaningful groups
• Recognize top revenue-driving categories
• Detect churn risk
• Personalize win-back and retention offers
• Predict future responders to optimize spend

By combining data with Terno AI’s natural language analysis, any marketing team can uncover the patterns that drive real results—and make smarter, more confident decisions.

If you're ready to transform your marketing strategy with deeper insights, try Terno AI and discover what your customer data has been waiting to tell you.

Useful Links

• Terno AI: https://terno.ai
• Dataset link: https://www.kaggle.com/datasets/jackdaoud/marketing-data
• Detailed analysis: https://nikita.app.terno.ai/chat/share/fdd12615-64d5-48b1-939e-8915dc5b17e2