Usecase: conversion increase & churn reduction
Personal Profile
Openthebox is a scale-up company that offers company data via subscriptions for various applications in the business world (prospecting, sales, M&A, KYC, compliance, risk,...). Fast conversions, efficient trials and low churn are key to maintaining traction in the growth story of an innovative AI product in a mature market.
What we did
CHALLENGE
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a catch-up with regard to reporting on product usage, audience behavior and subscription churn.
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centralize all user data & folders based on unique keys (given server-based tracking)
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Setting up actionable metrics & exporting corresponding selections in the context of marketing automation
SOLUTION
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Dashboarding to bring together product & audience insights
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Engagement metric as a benchmark for segment performance
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Engagement scores per segment. Underperforming users within a segment receive different activations than overperforming users.
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feeding segments with data points that lead to differentiated activations per (sub)segment in real time
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optimizing data flows in architecture by setting up links between systems so that user data can circulate fully
ADDED VALUE TO EXISTING TOOLING OF THE CLIENT
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Engagement metric as a benchmark for anomalous behavior within & between segments
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integration & connectors (hubspot, matomo, qlik, metabase, stripe)
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dashboards
RESULT
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doubling in CTR of mail communications thanks to finer segmentation
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doubled conversion with detected hot prospects (based on engagement metric)
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halving of churn in high-risk segment (based on engagement metric)