A leading DTH brand increases cross-sell of add-on packs by 10% – 12% using ML-based propensity modelling

Challenges

The client had only 9% subscription of add-on packs for almost two years without increase.

Netcore’s Strategy

  • Built a suite of ML-based propensity models for each of the add-on packs
  • The model arrived at a propensity score for each subscriber to buy those respective packs
  • Propensity score was determined by customer’s buying behaviour
  • Channel preference model was created to recommend the add-on packs over the customers’ most preferred communication channel
  • CRM integration was done to help call centre agents recommend the next best pack to subscribers

Results

10 to 12% uplift in revenues from add-on packs.

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