The Predictive Model
RedEye implemented their Prospect Conversion Predictive Model to Footasylum’s contactable database of prospects. The model predicts the likelihood that a prospect will make their first purchase. From this, two segments were created - those with a high propensity and those with a low propensity.
To highlight the effectiveness of the model, RedEye split each of these two segments 50/50. One half received an enhanced campaign, with the aim of prompting a conversion. The other half, the control cell, received Footasylum’s business-as-usual email campaign.
The model provided advanced analytics about Footasylum’s prospects, allowing the creation of a dedicated multi-channel journey that was geared towards encouraging prospects that are likely to purchase, to convert.