Client: General Mills

 

Tools: SAS, R

 

Project Scope: 

 

•Define an engaged user employing both email and site behavior

•Provide a profile of engaged users

•Highlight any meaningful correlations between a user’s platform engagement and their propensity to buy

•Identify potential “trigger” opportunities to increase user engagement and retain most valuable users

 

Our Approach:

•Cleaned email subscription and social enrollment database with over one million records and built key engagement metrics based on personal brand relevance and interactivity level

•Built regression model to analyze how engagement behaviors influenced customers’ propensity to purchase using R and SAS

•Identified the most valuable behaviors for purchase propensity growth for defined customer segments and provided strategic recommendations for enhancing engagement level