Enhanced return on marketing spend
Alphonso is a TV data company with the industry’s largest TV viewership footprint that focuses on advertising campaigns by targeting users through digital platforms. They have a Video On Demand platform for on-the-go digital generation that offers high quality, popular, localized video content in multiple languages for consumers across emerging markets.
Their Marketing team had a propensity model for lead scoring in which propensity scores are assigned to each user having higher tendency of watching a new TV show. However, the model performance was not satisfactory.
Quantiphi built a subscription propensity model which generates insights on users viewership behavior and accurately predicts the conversion rate of new users on their OTT platform. This helped the Marketing team better segment users and optimize the spend on advertisements by targeting only those users with a higher likelihood of converting into a premium user.