Case Study

Home Service Plus

Home Service Plus (HSP) partnered with StackRabbit to optimize its existing business and drive measurable increases in operating income.

The approach focused on making data-driven decisions, shifting away from vanity metrics that have no relation to business results, and instead measuring what truly matters. Creative and media were aligned to deliver the right message to the right customer at the right time, using a focused geographic approach relative to advertising budget.

The Business Challenge

Optimize Existing HSP Business

Identify opportunities to optimize the existing HSP business and deliver increased operating income — and ensure results are measurable.

Strategy

Focus on Three High-Impact Areas

To address the business challenge, a propensity model was developed focused on three high-impact areas:

01

Increase share of wallet of current HSP customers

02

Attrition reduction

03

New customer prospecting

Model

01. Increase Share of Wallet of Current HSP Customers

The agency built marketing automation triggers based on a recommender system (association rule-based algorithm). This combined customer attributes and purchase history as inputs, while outputting relevant products and plans with high purchase potential.

Customized offers for the next best product were used to build marketing automation journeys bound to defined trigger events, resulting in highly customized and personalized email and display creative.

02. Attrition Reduction

Given usage, demographics, and other input data, a linear tree-based model was constructed to estimate the probability of attrition while placing emphasis on interpretability.

Specific creative was designed to mitigate attrition by reinforcing overall plan value.

03. New Customer Prospecting

Leveraging customer demographic and behavioral data, a similarity-based matching algorithm was created to estimate purchase propensity. Inputs from prospects were compared to existing HSP subscribers to determine closeness.

This data informed programmatic media buying across multiple media channels to reach best-fit prospects.