The project validated Rotman’s existing segmentation strategy and paved the way for a second tier based on lifestyle factors to boost enrolment in part-time programs. The project also drove marketing strategy, revealing targeted opportunities to boost behaviours with high predictive value towards conversion and engagement.
Predict when users would convert with an accuracy of 88%
Increase the value per visit for key personas: Up 224% for Finance Persona; Up 55% for Creative Persona
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