Customer base of content company was segmented by value, recency of customers’ interaction, etc.  As a result, company would then reframe all of their decisions from perspective of how these decisions would impact high value users.

Also, the company’s customer support call centre integrated the user segmentation to ensure that high value users’ questions are given priority in terms of wait time.

The client wanted to know how to optimize customer acquisition budget. At first, a revenue tracking system was built to track each acquired user cohort’s accumulated revenue, so that the client could focus on most profitable media sources.

Then, a complex regression model was built to predict the revenue that each cohort would achieve in a year’s time. This helped the acquisition team ensure that the advertising spend does not surpass the predicted revenue.