In production: Direct, Mail, and Ads
A multi-channel beauty brand struggled with “one and done” purchase behavior despite having a successful customer loyalty strategy after a second purchase occurred. The brand had significant intelligence on customer purchase behavior through transactional data sets as well as rich site-side data from their e-commerce portal but wasn’t harnessing any of this intelligence to influence outbound marketing through paid or unpaid channels to drive repeat purchase among their customer base.
Predictable built a bespoke Machine Learning Model, which synthesized data from various sources into learning signals, and then scored individual customers based on their propensity to make a second purchase. Example variables included:
The scoring model was then deployed to a virtual machine in the client’s cloud environment, enabling programmatic daily updates.
Scores were syndicated programmatically to downstream marketing platforms, including their ESP and social media platforms, and updated daily.
Targeted messages were then sent to 1st purchasers via email and social channels in an a/b split to measure the messaging and investment strategy against high-scoring vs. low-scoring customers
Ready to learn more? Contact us to learn more about how Predictable can power return on investment for your brand.