The case study delves into the complexities surrounding personalized data-driven marketing strategies within Mum&Kids retail store, a company specializing in both online and offline retail of products for expecting mums, their babies and kids under 16 years old. Seeking guidance, the company consults an expert in data analytics to help enhance marketing efforts through data-driven decision-making. The primary focus lies in building data-driven customer personas for Mum&Kids, aimed at supporting evidence-based decision-making for individualized marketing activities. Throughout the case study, students will evaluate the company's various customer data, merge several datasets, analyze, and finally evaluate customer insights derived from the data to develop actionable marketing activities.