Enhancing Loyalty using Churn Prediction & Reverse ETL

Navigating Customer Loyalty Challenges

When COVID-19 hit, a leading health & wellness brand knew that loyal customers were the key to survival. But as a sports nutrition brand, they were in a competitive industry. They needed growth but didn’t have a reliable data model for precise churn predictions.

Plytrix reviewed their analytics configuration and noticed they were using current results to measure their marketing performance. They needed a better approach for predicting the LTV potential of their customer segments. To achieve this goal, we recorded every customer action to predict the probability of customers churning and segmented customers accordingly. The client could finally evaluate each customer's churn and LTV segment individually and shift their marketing focus to expected LTV rather than immediate ROI.

‍

Targeted Strategies for Engagement

The key to Plytrix's approach was an enhanced Machine Learning (ML) model that improved churn predictions. Integrating this model with the brand's marketing tools through reverse ETL allowed for direct and effective communication with at-risk customers, making engagement efforts more timely and personalized.

‍

Impactful results

By focusing on LTV and leveraging advanced analytics, Plytrix helped the nutrition brand enhance customer loyalty and set a new benchmark for using data in marketing strategies. This strategy led to tangible improvements.