Optimising smart referrals and targeted offers to drive growth
Mention Me
We drove customer referrals based on their emotional engagement with brands through an automated machine learning system.
Referrals converted into new customers
Higher average order value
Background
Only a percentage of customers are willing to make a referral at any given time. So Mention Me, a leading advocacy platform, wanted to leverage machine learning tools to know exactly how and when to request referrals as well as to understand what motivates them.
Solution
If they knew who was more likely to refer, they could nurture advocacy and drive revenue. To help identify and foster these specific customers, Faculty worked with Mention Me to develop a first-of-its-kind Propensity to Refer® system that applies machine learning to adjust targeting strategies. Different customers are shown personalised offers to drive more referrals, increasing acquisition and retention rates.
Impact
When Mention Me implemented Propensity to Refer® at Moss Bros, high propensity to refer customers shared the brand with friends at six times the rate of those with lower propensity, and 20% of referrals converted into new customers. On average, referred customers spent 14% more than other customers.
“It’s the first step in a truly disruptive journey towards making referral a core marketing channel that provides indispensable advocacy insights.”