Case Studies

Personalize digital customer journey to drive site engagement and sales

Challenge

The major US automotive company wants to enhance website design to generate customer engagement and incremental sales. Key questions that the client is interested in:

  • What are the main online activity that drive purchase?
  • How can we differentiate customers based on their online activity?
  • How can we personalize customer experience on the site to drive engagement?
  • The client needed support from QubitNexus to evaluate current customer journey a build tools to automate next best action online to drive incremental sales.

The Solutions

01

First, we connected distinct customer and product data into a unified 360-customer view. Data is updated real-time: Website visits, sequencing of site activity Impression data and site referrals Purchase data Profile data for onboarded customers

02

Then we applied machine learning algorithms to identify key drivers of purchase: Longer and more engaged site visits, frequent revisits Sequencing of online activity associated with product overview, build, and customization Very high change of product purchase for customer “in-market” based on offline propensity score + engaged site presence

03

Finally, we implemented a customer-level engagement score to track site activity that automatically identifies visitors with a high probability of product purchase. Based on sequencing of site activity, a personalized screen is triggered with additional product information and customization, and ultimately, an order form.

The Impact

After implementing the next best action site policy, we identified an additional ~10% of in-market buyers. The next best action site policy is being continuously tested with a closed-loop measurement and updated through an iterative learning