Retail / ecommerce
From 'we need AI' to 'we need a better process'
They wanted AI. They needed clean data first.
The situation
They wanted an AI model to predict churn.
What we discovered
Churn definition and customer events were not tracked consistently.
What we did
Fixed event tracking + CRM hygiene first, then implemented simple segmentation and retention triggers, leaving AI for phase 2.
The result
Immediate uplift from better targeting and cleaner data. AI roadmap became clear and justified.
Why it mattered
The AI conversation shifted from 'can we?' to 'should we, and when?', with clear data to back up the decision.
Principles applied
Business outcomes matterSimplify firstBuild what matters