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Business Challenge

  • Our client, a global eCommerce gateway wanted to understand the effect of an email campaign that went out during a perticular holiday Period.
  • The client wanted to decipher if the campaign was a success and the areas where the campaign could have done better.

Solution

  • Using Test Vs Control methodology to develop a simple look-alike analytical model to predict if a 5% cash-back offer would result in a positive ROI over a period of 1 year.
  • Stratified sampling across key variables to ensure that target and control groups are well matched.

Impact

  • The client’s marketing team could effectively use the results of the most responsive segment based on the TPV generated (using the look-alike modelling) with the right products for their ad campaigns and hence improve the revenue of the organization.