Comfama is a Colombian welfare fund with more than 2 million members. The company provides its users with health, credit, housing, education, and cultural services.
Comfama used data analytics techniques to improve conversions, understand its consumers' preferences, and reach out to them with the most effective message.
Comfama has traditionally delivered bulk emails to its subscribers without doing in-depth analysis. However, when the company recognized the need to reach out to their prospects with a personalized message, they decided to create a customer relationship staff and find a digital partner to build a customer loyalty strategy. At this point, they came to us.
We partnered with Comfama to analyze and segment users who participated in their education, sports, and cultural programs. Then, together we decided to offer intelligent campaigns based on data analytics to boost the number of people registered for Comfama's courses.
As input, our data analytics specialists worked with a database containing 1,997,728 enrollment records from Comfama's programs over the past three years.
The first thing we did was turn that information into clusters of users utilizing data analytics methods. From that analysis, 315,627 people remained, with additional variables that we created depending on the goal we were looking for: user continuity, age categories, and courses of interest.
The data also enabled us to get to know consumer behavior and uncover combinations of topics they prefer. Consequently, this information also allowed us to find cross-referenced topics. Art, athletics, and gastronomy are a few examples. (See the graph below).
Based on the conclusions of the analysis, we decided to activate sign-ups for two complementary topics: arts and sports. Therefore, the creative department launched a campaign inviting prospects to register for many programs rather than just one.
We found a group of users with a high likelihood of taking some of the course combinations that we had defined.
We sent 48,168 segmented emails based on data analysis, with 32.4 percent of open rate and 6.5 percent of click-through rate.
Forty-three percent of the opening rate was the group of people enrolled in arts who received the advice to attend the sports program.
4,531 out of 15,000 people who opened the email clicked on it. From those who opened the email, 3,698 enrolled in Comfama's Sports and Art programs, meaning that we had a conversion rate of 81 percent.
