Launching our happy.customer algorithm.

The aim is to put data science and marketing expertise to work in a genuine marketing innovation. The algorithm, offered as an API, lets brands anticipate their customers’ churn, giving them a strategic indicator ideal for activating the right marketing at the right moment.

In 2021, following an unprecedented health crisis, many companies saw their digital revenue grow, notably through e-commerce platforms.

Beyond the logistical challenge, that exceptional growth calls for a specific marketing strategy, so as to steady and hold that new volume of business over time.

In 2022, therefore, putting a loyalty strategy in place becomes a priority for companies.

bright’s data science department has designed an algorithmic solution that predicts the risk of a customer leaving — churn.

Damien Fournier, co-founder of bright: “After several months of research and development, we were able to validate the performance of our predictions on our own startups. Today our algorithm is used by e-commerce brands of real scale.” That is the case at Veepee, for whom it predicts each customer’s churn risk.

bright is now proud to present happy.customer, an automated API that predicts, simply, the probability of a customer churning. An innovation drawing on data, in the service of marketing.

Being able to establish, for each of a brand’s customers, their risk of leaving is strategic in personalising a relationship programme. “That new indicator lets commercial action capable of re-engaging the customer be activated at the right moment, and in a fitting way,” says Steve Savioz, CEO and co-founder of bright.

happy.customer makes it possible to develop marketing fitted to each customer, and so to avoid vast commercial campaigns that cost a great deal because they are poorly targeted. In June 2022, the first edition of Perspective devoted a talk to churn prediction and to this algorithm.

About bright

bright is a data marketing agency based in Lausanne. bright is convinced that, beyond the strength of a brand and its story, data science together with detailed, continuous analysis of customer journeys are the key elements of accelerated growth.

For a business to outperform through well-tuned marketing, it has to be understood and made visible. To that end, bright analyses and models every business variable. Those variables then guide the marketing campaigns, so that every action becomes profitable.

bright’s services cover the whole value chain: from analysing the business and the customer journeys, by way of data science, through to building digital marketing campaigns that perform.

Contact us to learn more about happy.customer and our data science services.

Reducing customer attrition — churn — is part of raising LTV.
Knowing how likely a customer is to leave becomes a strategic extra variable for your marketing automation tactics, and for offering reassurance or a commercial gesture — cutting churn through targeted action.