Shelly-Ginelle Sicat

Data Scientist & Software Engineer
HomeAboutportfolioCOntact
Close
HomeAboutPortfolioContact
Back to Portfolio
Work Experience

Real-Time Personalization

Incorporating a personalized shopper experience on an automotive website

Status:

Categories:

Data Engineering, Data Science, Data Analysis

Technology:

Python, R, Adobe Analytics, Adobe Launch, Google Tag Manager, Tableau

Links:
TEAM:
  • Critical Mass

Overview

  • Global development and collaboration with stakeholders located in Canada, USA and Germany
  • Current set up of the automotive site is an overall encompassing national site that hopes to drive traffic to any individual dealer ship website. However, with multiple CTAs peppered throughout the site, conversion from the national site to the local sites was 0.27%.

Solution

  • By incorporating real-time personalization (RTP), we curated information on anonymous website visitors and classified this data based on business demographics. We were able to serve relevant content and increase dealer website shopping.
  • User experience was built into a modal pop-up that built it's content based on the user's journey. There were different combinations of model specific, body specific, generic content depending on what was available.
  • Test bed was split into control, test and random groups. This way we could analyze the uplift between a data science driven model vs a rule-based model.
  • We measured views, CTRs, exit rates, visits on both sites and rates of specific metrics on the dealer website.

01. Preview of hypothesis, test environment, models used and quantitative and qualitative results.

Results

After 4 weeks, the pilot has displayed some exceptionally strong performance

  • 164% dealer website visits
  • 138% dealer qualified website visits
  • 67% dealer calls
  • 49% dealer lead forms

AI driven RTPĀ proves to be the most efficient approach to move qualitative traffic to T3 pages and increases user interaction with dealer positivity. RTPĀ is a mechanism that can affect and adjust performance effectively and with a transparent business value

Learnings

  • Robust data collection increases data quality for RTP
  • What to consider when setting up data collection (Adobe Launch and Google Tag Management)

You might Also Like

Data Analysis

Data Science for a Non-Profit Organization

Volunteering as Manager of Analytics & Insights at Chic Geek

Read More
Development, Data Analysis, Research

Wearable Technology for Ride Safety Evaluation

Developing a set of wearables to record g-force exerted on a ride participant exposed to 8 degrees of freedom

Read More
Data Engineering, Data Science, Data Analysis

Script Automation

Automating data input, calculations and output to reduced time spent on reoccurring reports

Read More