The client was using demographic information of their customer to create lists for campaigns without taking into account their past buying behaviour. As a result, the effectiveness of their sales campaigns was limited. The business goals were to streamline target marketing campaigns and identify a set of customers to match-and-mail.
The client regularly ran marketing campaigns for its existing customer base, in partnership with large merchants, to promote usage of its payment gateway. LatentView Analytics worked closely with the client’s team and enabled them to run marketing campaigns focused on target lists generated through predictive models with multinational merchants.
LatentView Analytics tested the effectiveness of the model-based solution against the client’s in-house approach. In all campaigns, the LatentView model significantly out-performed the in-house solution in terms of incremental transactors as well as sales volume (measured relative to a control group).