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7 For All Mankind + Custora

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T H E S O L U T I O N C U S T O R A' S P R E D I C T I V E A F F I N I T Y S E G M E N TAT I O N 7FAM used Custora's predicted product affinity segmentation to identify the customers most likely to be interested in b(air) denim. Custora identified a specific segment of customers, some of whom who had purchased b(air) jeans in the past and some of whom were predicted to be likely to purchase b(air) products, the ideal target audience for a b(air) denim jean email promotion. The 7FAM team then set up a test—the entire file received the b(air) denim email, but the Custora b(air) segment performance was measured against the rest of the file and a control group from the b(air) segment that did not receive the b(air) email. T H E R E S U LT I N C R E A S E D R E V E N U E P E R U S E R The impact was dramatic. Revenue per user for the b(air) target segment was $4.21 vs $1.67 in the control group, a 2.5x improvement. Even more impressive, the b(air) target segment (10,000 customers) generated more b(air) sales in the first 48 hours aer deployment than the entire rest of the file (over 200,000 customers). The b(air) target segment had 21x better revenue per user than the rest of the email member list. 7FAM now knows they can solely send their b(air) emails to those with a predicted affinity for b(air) products— freeing them up to find more relevant messages for the rest of their file, delighting their customers, and maximizing overall revenue. The b(air) target segment (10,000 customers) generated more b(air) sales in the aer deployment than the entire rest of the file (over 200,000 customers). I N Q U I R I E S Brett Robbins Head of Business Development info@custora.com R E Q U E S T A D E M O Start your trial or schedule a demo at custora.com/start C U S T O R A U A great place for marketing teams to learn about e-commerce analytics custora.com/university 7 F O R A L L M A N K I N D + C U S T O R A F I R S T 4 8 H O U R S

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