An entertainment creator and operator mandated OhGee Insights to help better understand their current clientele. With basic socio-demographic data already in hand (age and sex) we helped our client get a more complete and detailed view by connecting their customer transactional data and geo-localized third-party data. Doing so enhanced the profiling of their customer base with behavioural data (how clients interact with them, spend across multiple categories, entertainment habits etc …) as well as psychographic data (attitudinal and value based, describing how their clients see the world), all geo-localized, culminating in a full segmentation model. The segmentation model not only allowed our client to align customer experience design and marketing activities but also help raise financing to concretize their growth ambitions.