Inkolan strengthens its customer strategy with Business Intelligence
Inkolan, a unified platform for public utility infrastructure information, has developed an intelligent customer segmentation project based on Artificial Intelligence and Business Intelligence in collaboration with INNOLAB Bilbao and LISDATA. The objective was to gain a more accurate understanding of user behavior and needs in order to improve decision-making and identify new business opportunities.
In this regard, INNOLAB Bilbao acted as a facilitator of the open innovation process, promoting collaboration between teams and contributing its experience in driving projects aimed at digital transformation. For its part, LISDATA contributed its expertise in advanced analytics and artificial intelligence models, which made it possible to identify previously unseen behavior patterns and establish more precise, actionable segmentation.
Andrea Noriega, Tech Leader at LISDATA, describes the initiative as “an intelligent segmentation project based on artificial intelligence and data analysis, which has enabled Inkolan to redefine how it understands its customers, optimize its various strategies, and discover new business opportunities.”
The approach was as follows: starting from the analysis of customers’ real behavior to build segmentation that would deliver operational value. To this end, the RFM model (Recency, Frequency, and Monetary Value) was applied, a methodology widely used in business strategies that makes it possible to classify users according to the date of their last activity, how often they interact, and the monetary value they represent.
Dashboard of the RFM model developed by LISDATA.
This approach made it possible to move from a generic classification to a much more detailed, decision-oriented view, revealing customer groups with different needs, patterns, and contribution levels. From there, Inkolan was able to design actions better tailored to each segment, optimize its commercial policies, and identify high-potential areas for growth.
As part of the project, an interactive dashboard was also developed in Power BI. Thanks to this solution, Inkolan now has a unified, real-time view, making it easier to make fast decisions based on reliable, easy-to-interpret information.
The result: a more strategic way of managing customer relationships, greater efficiency in defining offers and pricing, and the ability to identify new business opportunities in advance.