Available for new engagements

Turning Customer Behaviour into Commercial Intelligence

I design systems that connect digital engagement, CRM workflows, reporting, and customer experience to improve visibility, decision-making, and relationship-driven engagement.

View Systems LinkedIn
EM
Eleanor Marchetti
VIP · Europe · Viewing Rooms
High intent
Engagement
92
Inquiries
4
Last visit
2d
Viewed Hockney print14 min ago
Opened advisor emailToday
Saved Kusama sculptureYesterday
Segmentation
VIPRepeat viewerEuropeViewing RoomsHigh intentAdvisor-led
Workflow triggered
Klaviyo → Make.com → Salesforce task for advisor follow-up
Klaviyo→Make.com→Salesforce

Representative workflows shown within a simulated client environment.

Portrait of Kitty Wong
About

Ten years building digital platforms and CRM systems for premium client environments — including HNW and UHNW audiences across art, luxury, and financial services. My work sits at the seam between customer experience, behavioural data, and the operational workflows that translate engagement into commercial outcomes.

I focus on the systems most teams underinvest in: the connective tissue between the website, the CRM, the reporting layer, and the people who use it to make decisions.

Core Ecosystem

Customer Intelligence Ecosystem

How website experience, CRM workflows, and reporting connect end to end. The flow below reflects an actual implementation — not a generic architecture diagram.

  1. 01
    Website Experience
    Behavioural events captured at source
  2. 02
    Klaviyo Custom Metrics
    Custom events define intent signals
  3. 03
    Klaviyo Profiles
    Unified profile enriched in real time
  4. 04
    Make.com Automation
    Orchestration layer routes signals downstream
  5. 05
    Salesforce Reports
    Reporting layer with cross-filtered views
  6. 06
    Sales Visibility
    Advisors see what to action and when
Case Study 01

Collector Identity & Experience Architecture

One website. Three identities. The experience changes with who is looking.

Challenge

A single catalogue served collectors at very different stages. Pricing, access, and advisor signals had to vary by identity without fragmenting the brand.

Implementation

Identity-aware components driven by CRM segment and entitlement flags. Conditional pricing, access tiers, and advisor surfaces share one design system.

Commercial Impact

Advisor-qualified inquiries rose materially. VIPs saw fewer dead-ends and higher-value enquiries reached the right relationship managers faster.

Member state
Available capabilities
  • View artworks
  • View exhibitions
  • Enquiry CTA
  • Limited account features
gallery.example / collection
Guest
Untitled (Composition)
Yayoi Kusama · 2019
Price on enquiry
Late Afternoon Study
David Hockney · 2021
Price on enquiry
Form in Bronze
Lynda Benglis · 2017
Price on enquiry
Quiet Field
Etel Adnan · 2014
Price on enquiry
Case Study 02

Behavioural Intelligence Infrastructure

Website activity becomes structured CRM intelligence the moment it happens.

Challenge

Behaviour signals were scattered across analytics, email, and the site itself. Advisors had no single view of intent or readiness.

Implementation

Custom event taxonomy fed into unified profiles, scored in real time, and surfaced to advisors with recommended next actions.

Commercial Impact

Sales teams stopped guessing. Outreach moved from broadcast to behaviour-led, with measurably higher response rates.

EM
Eleanor Marchetti
Profile ID · C0142
VIPScore 92
Client Segment
VIP Collector
Region
Europe · London
Programme
Viewing Rooms
Favourite Artists
Hockney, Kusama, Adnan
Recent Interest Areas
Postwar, Sculpture, Editions
Engagement Score
92 / 100
Sales Priority
High
Advisor Notes
Prefers Tuesday calls. Reviewing for Frieze.
Case Study 03

Commercial Intelligence Reporting

A reporting layer built from CRM data — where filters compose and the numbers stay honest.

Challenge

Leadership had dashboards but not decisions. Filters worked in isolation and totals contradicted across views.

Implementation

A single dataset modelled from CRM, exposed through cross-filtered views where segment, region, and programme combine consistently.

Commercial Impact

Weekly commercial review compressed from days of preparation to a working session against one source of truth.

Segment
Region
Programme
Total Clients
800
+15%
High Intent Clients
80
+29%
Inquiries
942
+14%
Revenue
£29.20M
+27%
Conversion funnel
Website Visit22,374 · 100%
Known User8,889 · 39.7%
Engaged User201 · 0.9%
Inquiry942 · 4.2%
Purchase188 · 0.8%
Engagement by programme
Cohort engagement trend (rolling 12 weeks)
Client prioritisation
NameSegmentRegionScoreRecent activityRecommended action
Mei LaurentVIPEurope98Opened advisor emailAdvisor call within 48 hours
Theodore NakamuraVIPEurope98Repeat-viewed sculptureAdvisor call within 48 hours
Mei AshfordVIPEurope98Saved 3 artworksAdvisor call within 48 hours
Beatrice OkonkwoVIPAsia Pacific98Opened viewing roomAdvisor call within 48 hours
Ines VossVIPNorth America98Inquired about KusamaAdvisor call within 48 hours
Greta BridgerVIPEurope98Viewed Hockney printAdvisor call within 48 hours
Greta ChenVIPNorth America98Saved 3 artworksAdvisor call within 48 hours
Eleanor TanakaVIPEurope98Viewed Hockney printAdvisor call within 48 hours