India's largest platform for AI & Analytics leaders, professionals & aspirants

Sign in

India's largest platform for AI & Analytics leaders, professionals & aspirants

3AI Digital Library

UV Customer Segmentation

3AI September 10, 2020

World leader in film, television and music entertainment

Problem Statement

  • Company was interested in identifying and understanding conversions to paid redemptions from free redemptions
  • Company had a large and diverse online user pool and was in need of targeted engagement

Analytics Led Approach

  • Available data was examined, and the following bases were identified to quantify user behavior – Time since Last Engagement, Engagement Frequency, Engagement Duration, Total No of Redemptions , No of paid Redemptions
  • Hierarchical technique to identify the ideal cluster size
  • This is followed by K-Means analysis to break the universe into various clusters
  • Hence obtained Clusters were profiled by Demographics and other variables not used for Clustering

Business Impact

  • Understand the profiles of customers who purchase / redeem / playback more Movie/TV titles from the online cloud locker platform
  • Segmentation of the customers that helped take differentiated and actionable marketing treatments to improve user engagement and conversion

Critical Success Factors

  • The analysis helped the company to identify the top titles that triggered conversions from free redemptions to paid redemptions & quantify user experience on various technology platforms
  • Marketing messages were suggested to all the obtained Segments to increase User conversion and engagement

    3AI Trending Articles

  • Being Digital: New Age of Business Transformation

    Digital technologies have profoundly changed the ways we do business, buy, work and live. They have even altered society and continue impacting virtually all business functions and industries. It’s partially what digital business is about Today, digital business mainly is used in a context of digital transformation, disruptive technologies, holistic business optimization and integration/convergence. However, it’s […]

  • A Paradigm Shift in Management Education Powered by Large Language Models

    Featured Article: Author:  Dr. Tuhin Chattopadhyay, Professor, Jagdish Sheth School of Management, Bengaluru, India, Founder & CEO, Tuhin AI Advisory, Abstract. The paper explores the potential of large language models in transforming management education. The paper first introduces the concept of large language models and explains how they work. Subsequently, the paper explores the different […]

  • Using OpenAI GPT-3 to write E-Commerce Product Descriptions


    Featured Article: Author: Raj Bhatt, CEO, Knowledge Foundry The ProblemWriting e-commerce product descriptions has traditionally been a manual process. This activity necessitates a substantial amount of creative effort given the hundreds of new products produced by each brand/marketplace each year. While large companies use copywriters to create these product descriptions, many smaller companies opt for […]

  • Daimler India opens new GCC

    Daimler India Commercial Vehicles (DICV) has opened a new Global Capability Centre in Chennai with 165 seats to meet growing demand for Indian-based shared services. Spread over 20,000 sq.ft., the facility is designed to house the company’s ‘shared services’ business stream. Shared services refers to the various services DICV exports to other Daimler entities around […]