The Challenge

The major US automotive company wants to enhance website design to generate customer engagement and incremental sales. Key questions that the client is interested in: • What are the main online activity that drive purchase? • How can we differentiate customers based on their online activity? • How can we personalize customer experience on the site to drive engagement? The client needed support from Pathrithm to evaluate current customer journey a build tools to automate next best action online to drive incremental sales.

The Solution


First, we connected distinct customer and product data into a unified 360-customer view. Data is updated real-time: Website visits, sequencing of site activity Impression data and site referrals Purchase data Profile data for onboarded customers
Then we applied machine learning algorithms to identify key drivers of purchase: Longer and more engaged site visits, frequent revisits Sequencing of online activity associated with product overview, build, and customization Very high change of product purchase for customer “in-market” based on offline propensity score + engaged site presence
Finally, we implemented a customer-level engagement score to track site activity that automatically identifies visitors with a high probability of product purchase. Based on sequencing of site activity, a personalized screen is triggered with additional product information and customization, and ultimately, an order form.

The Impact

After implementing the next best action site policy, we identified an additional ~10% of in-market buyers. The next best action site policy is being continuously tested with a closed-loop measurement and updated through an iterative learning