displaying more ads more or less prominently. The variants differ in their emphasis of the various revenue channels, e.g. When an applicant completes the online survey funnel, a contextual bandits algorithm, assigns a variant of the results page, based on a handful of attributes relevant to predicting intent. Sumatra's realtime event processing and low-code data transformation capabilities filled a critical technology gap, enabling the team to serve timely customer data to audience segmentation models as well as retrain the models frequently, based on which customers saw which treatments, and whether or not they converted. To address these challenges, The Zebra adopted Sumatra as the foundation of their personalization solution. ![]() Instead, The Zebra needed a solution that could extract these fuzzy customer segments automatically from the data. This resulted in missed revenue opportunities and inefficient use of resources, such as call center agents assigned to buyers more appropriate for self-service.įinally, these audiences, characterized by intent, are not trivially identified using simple filters. ![]() A common website experience made it difficult to effectively channel users toward the most appropriate revenue stream based on their buying intent. Serving these different audiences with a one-size-fits-all survey funnel made it challenging for the company to organize a results page that catered to each visitor's specific requirements.įurther, the company's multiple revenue streams (online sales, phone sales, and affiliate partnerships) are appropriate for different customer segments. Consumer insurance buyers come to The Zebra with a wide variety of needs and intents, from seeking basic auto coverage to exploring complex home and life insurance bundles.
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