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First Book increases repeat sales by 331% and revenue by 35% by targeting customers who are more likely to do repeat business using machine learning
janhavi
Feb. 22, 2019
Summary:
First Book, a non-profit firm which sells books at a discounted rate to low-income families, turned to machine learning to better segment and understand publishers and buyers. They could then identify organisations which are more likely to do repeat business using machine learning and target them effectively achieving 331% increase in repeat sales success rate.
Problem:
They wanted an insight that enabled them to refine messaging to be more impactful and reduce unwanted email and 'unsubscribes'.