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July 28, 2016

We develop for El Corte Inglés a model that predicts the online purchase with 80% accuracy

El Corte Inglés is the largest chain of department stores in Europe and a benchmark of electronic commerce in Spain. Founded in 1940, El Corte Inglés bases its relationship with the customer on five basic pillars: service, quality, variety, specialization and guarantee offered by each and every one of its sales channels, both physical and digital.

We wanted to better understand the keys to the complex process of buying in online customers and be able to go beyond insights and develop activatable hypotheses, based on the findings of the analysis. To do this, we create a purchase prediction model using raw data and advanced statistical techniques, integrating data from different technologies such as full-stack DoubleClick and GAP, to manage campaigns. As a result of this work, we have created a model that predicts with 80% accuracy if a user who visited the site, will buy a product in a particular category. And from there, we were able to build audiences based on their likelihood of purchase, establishing hypotheses about where and with what message we can impact them.

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We wanted to better understand the keys to the complex process of buying in online customers and be able to go beyond insights and develop activatable hypotheses, based on the findings of the analysis.

To do this, we create a purchase prediction model using raw data and advanced statistical techniques, integrating data from different technologies such as full-stack DoubleClick and GAP, to manage campaigns. 

As a result of this work, we have created a model that predicts with 80% accuracy if a user who visited the site, will buy a product in a particular category. And from there, we were able to build audiences based on their likelihood of purchase, establishing hypotheses about where and with what message we can impact them.
 

If you want to know more about this project, drop us a line and we'll be happy to share what we have learned!

 

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