Problem Statement
The consumer services platform experienced declining open rates and conversion performance across email, push, and paid media channels despite increased spend. Mass-market messaging and batched delivery failed to account for individual customer context (demographics, financial profile, behavioural intent), leading to audience fatigue, high acquisition costs, and muted incremental revenue.
Solution
We deployed a customer-level digital twin and marketing simulation capability to tailor outreach timing, channel mix, and messaging for every individual.
Digital twin design
- 360° customer graph: Unified demographic, transactional, interaction, and device data into a longitudinal profile for each customer and prospect.
- Propensity models: Modelled channel receptivity, offer affinity, and engagement decay using gradient boosting and sequence models trained on historical response data.
- Simulation layer: Ran “virtual campaigns” to evaluate combinations of touchpoint sequencing, send cadence, and creative offers before production execution. The simulator estimated open, click, and conversion probability for each mix under budget and saturation constraints.
Operationalisation
- Integration with marketing automation platforms orchestrated personalised journeys, selecting optimal channel/timing per customer daily.
- Creative templates rendered variable copy blocks dynamically based on behavioural segments and predicted intent windows.
- Control dashboards provided marketing and CRM teams with scenario comparisons, incremental revenue forecasts, and saturation alerts.
Outcomes
The marketing twin allowed growth teams to replace batch-and-blast campaigns with audience-level plans that responded to intent windows in real time. Within 12 weeks the personalised journeys lifted email open rates to 51%, doubled click-through behaviour, and drove a 38% conversion uplift versus mass campaigns. The precision targeting translated into $1.2M in incremental revenue, a 4.3x return on spend, and a 27% reduction in cost per acquisition, all while easing channel fatigue. The programme demonstrated that simulation-led orchestration could scale engaging experiences without sacrificing efficiency.