BUSINESS SITUATION
The client engaged us to provide the Marketing team with customers with a higher propensity to be retained after they have unsubscribed.
SGA APPROACH
- We extensively looked at various attributes linked to user app registration, user journey through the app, user tenure in the app, and user action journey via the app.
- We gathered an unsubscribed user base within a specific tenure and collected all the attributes related to those customers for feature engineering.
- Once the features were transformed, we built a classification model and assigned win-back propensity scores to the user base, assisting the Marketing team in their efforts toward win-back campaigning.
ENGAGEMENT
We established a bi-weekly sprint framework where we utilized Jira boards provided by the client, which allowed us to effectively manage and prioritize tasks, ensuring the timely completion of deliverables.
BENEFITS & OUTCOME
- We increased effectiveness in marketing campaign targeting.
- We reduced costs associated with win-back campaigns by more than 70%.
- We increased the win-back rate by up to 23% more when compared to random.
- We increased customer retention post-win-back by 11% over 90 days.
KEY TAKEAWAY
- Customers identified by the model and those re-engaged with the client showed higher loyalty scores.
- Developing the model led to changes in the established customer lifetime journey.
