CHALLENGE
An international quick service restaurant (QSR) chain wanted to determine which campaigns would yield the highest ROAS using their newly expanded first-party data. Would reaching these guests with the right message at the right time drive visits and customer lifetime value (CLV) while preventing the dreaded customer churn?
SOLUTION
We collaborated with the client to identify and engage guests who had lapsed based on their previous purchase behaviors within the window of the last brand campaign using our proprietary machine learning (ML) algorithm.
Our advanced lifecycle model identified high, medium and low frequency customers that could be targeted.
The lapsed standard frequency customer outperformed the benchmark, and having tested the campaign with positive results, the client can continue with the lapsed guest strategy at scale, bringing in even greater returns over time.
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