The Predictive Model
RedEye implemented their Multi-Purchase Predictive Model to the World of Books contactable database of one-time purchasers. The model uses a wealth of transactional, behavioural and multi-channel engagement data to predict the likelihood that certain customers will make a second purchase with the brand, splitting the data by zero, low and high propensity to purchase again.
To assess the effectiveness of the model to predict second purchase conversion, each of these segments were split 50/50, with half receiving World of Books’ regular emails, while the other half received a tailored on-going lifecycle campaign. The tailored campaign included content and messaging purposely created to inspire a second purchase, with content aimed at encouraging browsing and incentives