@Copyright 2019 Numea
Or How NHL Players Can Inspire Your Marketing Strategy!
Every NHL season brings its share of rankings, analyses, and predictions. Behind player performance lies a wealth of rich, structured data… just like the data companies hold about their customers!
So, what if we applied the same methods used for customer segmentation to hockey players?
Our team decided to take on this challenge — just for fun.
Using 2024–2025 season stats from 920 NHL players (source: moneypuck.com), we segmented the league with advanced analytical methods.
We based our segmentation on six key variables: shots on goal, goals, assists, hits, penalties, and expected goals. These indicators capture both offensive production and defensive style.
We used Multiple Correspondence Analysis (MCA) to reduce data complexity and hierarchical clustering to group players by playing style.
The chart below illustrates the relative importance of each variable using Cramer’s V:
The six segments highlight sharp contrasts between resource investment and output. For example, Segments 2 (Supporting Contributors) and 3 (Offensive Stars) — representing only 37% of players — account for 79% of goals and nearly 70% of payroll!
Conversely, some segments are large but less productive, such as Rookies or Physical Defensemen. This imbalance shows the importance of identifying your high-performing, high-potential segments… whether on the ice or in your customer base.
Beyond individual profiles, our segmentation reveals unique collective signatures. Some teams bet on explosive offense, concentrating resources on Segment 3 stars, while others focus on balance with more defensive or physical roles.
Take the Edmonton Oilers: their roster is heavily attack-oriented. Florida, on the other hand, shines with offense and toughness thanks to a strong presence of Segment 5 players — a likely advantage in the playoffs 😉
And what about the Montreal Canadiens? True to tradition, the Habs stand out for their investment in young talent (Segment 6) combined with a solid defensive structure. It’s a long-term building strategy… one that requires patience and vision.
In marketing, it’s the same: some companies bet everything on their “stars” — their most profitable customers — while others build on solid foundations with modest but stable segments. Identifying these winning combinations becomes a powerful strategic lever.
Like a well-built hockey team, your customer base is made up of diverse profiles. Each plays a different role in your company’s overall performance.
Effective segmentation allows you to:
In practice: you move from mass marketing to a targeted, profitable strategy.
A good hockey GM doesn’t build a team solely around offensive stars. They invest in rookies, supporting players, and a balanced structure. Because it’s complementarity that wins games.
In marketing, it’s the same.
Understanding your customers, segmenting them intelligently, prioritizing your efforts… that’s what it means to play as a team.
This NHL player project is a playful wink — but the method behind it is 100% serious.
Every day, we apply this rigorous approach to your customer data. To help you see more clearly, activate high-potential customers faster, and generate real business impact.
And no… we won’t predict who will win the Stanley Cup (well, maybe…)! But we can help you build a marketing strategy worthy of a championship team.
Learn more about our segmentations here
Need a hand segmenting your customers?
Tell us about your goals. We’ll help you turn your data into a strategic advantage.
@Copyright 2019 Numea