A boutique West Coast winery with multi-million dollar revenue approached us to provide guidance on designing a dynamic, cutting-edge marketing program. Recent press coverage had attracted a lot of new visitors to their tasting room, the main channel of customer acquisition. After exploring the winery’s mostly untapped customer demographic and sales databases, we determined how to target the most valuable customers. We utilized SAS, Tableau and PostgreSQL to build a marketing team dashboard that integrated customer segmentation and lifetime value (LTV). This dashboard displays a multi-dimensional view of each current customer and is used to estimate the future spend of a new customer. The team adjusts the messaging and costs of marketing campaigns based upon the recipients, maximizing the winery’s return on investment (ROI) from the marketing program.