For a publisher in the Netherlands, HUMAI’s solution was used to drive more value from their existing customers, whilst saving cost.

As marketing budget was under pressure, the CRM team had the need to identify which of their customer was likely to get a second subscription and who wasn’t.

First customer profiles were created based on historic activity. Then pre-developed algorithms analysed data of customers that have multiple subscriptions and scored the potential of every individual one subscription customer. These insights where used to segment customers based on their potential to get a second subscription and reach them with a relevant message and the right time.

Up to 60% of cost savings were realised by ranking customers on the likeliness of converting to a second subscription with an increase in conversion of 1.5.