Improve marketing effectiveness and save cost

 

 

IMPROVE MARKETING EFFECTIVENESS AND SAVE COST

Challenge

For a publisher in the Netherlands, the marketing budget was under pressure and had to be reduced, which made it challenging to achieve up- & cross-sell sales goals

 

Solution

HUMAI’s algorithms automatically created a profile based on historic activity and scored the potential of every individual customer. Then a ranking was produced based on the likelihood of customers to convert to a second subscription at a certain point in time. After establishing a cut-off point for which customers to contact, customers with a high propensity to buy were targeted with a relevant offer at a relevant time.

 

Results

The case showed that marketing effectiveness can be dramatically improved at a lower cost. Up to 60% of cost savings were realised by ranking customers on the likeliness of converting to a second subscription for the next few weeks.