Predictive Campaign Design to Drive Multi-Product Adoption

Project Overview

To drive smarter engagement and improve member lifetime value, I led the development of a Predictive Cross-Sell Engine—an automated system that recommended the next best product based on each user’s behavior, current product ownership, and engagement history.

The goal was to replace static, one-size-fits-all campaigns with dynamic, intent-driven messaging, allowing us to serve members relevant product suggestions across both email and web. This ensured that members were only shown offerings they hadn’t yet adopted but were statistically likely to need next streamlining their experience and increasing marketing efficiency.

What Was Done

1. Behavioral Data Analysis & Cross-Sell Opportunity Mapping

• Collaborated with data and CRM teams to extract and analyze member transaction data, engagement history, and product usage across all digital channels.
• Conducted pattern analysis to identify which products were commonly adopted in sequence (e.g., members who opened checking accounts and showed high online banking engagement were 2.5x more likely to be interested in digital savings).
• Developed a cross-sell matrix that mapped each core product (e.g., checking, savings, credit card, vehicle loans) to its most relevant “next best” product recommendation based on predictive likelihood on segment.

2. Audience Segmentation and Trigger Conditions

• Built highly granular member segments based on a combination of:
  • Product ownership
  • Online behavior (recent logins, page visits, clicks)
  • Demographics (age group, income range, business vs. consumer)
  • Account tenure (new, active, dormant)
• Created trigger-based conditions that automatically filtered members into appropriate cross-sell campaigns.
  • For example, if a user had a checking account but no savings account and had visited the savings page twice in the last 7 days, they were entered into the “Digital Savings Recommendation” flow.

3. Workflow Design with Adaptive Logic

• Designed multi-step automation workflows using if/then logic in the CRM platform:
  • If user has Product A but not B → enter cross-sell journey for Product B
  • If user clicks but does not convert within 3 days → send reminder with new value prop
  • If user converts → suppress from workflow and send onboarding + up-sell
• Ensured all messaging touchpoints were connected: cross-sell emails, follow-up reminders, and on-site content would reflect the same promotion and timing for a unified user experience.

4. Cross-Channel Personalization & Content Execution

• Partnered with the design to develop modular, dynamic assets tailored to specific audience segments. These components could flex across channels and were designed to deliver a consistent, personalized experience across both email and web.
• Implemented dynamic content blocks in emails and website banners that automatically adjusted based on member attributes such as product ownership, lifecycle stage, and behavior (e.g., recent page views, product interest).

5. Performance Testing, Optimization & Reporting

• Designed and launched a robust testing framework:
  • A/B tested subject lines, layouts, images, and CTA copy across segments
  • Compared multi-touch vs. single-touch workflows
  • Tracked downstream impact beyond clicks — such as application starts, completions, and session duration
• Built dashboards in Looker Studio to monitor real-time KPIs including:
  • Email open rate, CTR, conversion rate
  • Time on site after click
  • Product applications started vs. completed
  • Unsubscribe and bounce rates
• Applied weekly learnings to iterate on audience logic, content, and send cadence to improve engagement without overloading users.

Impact & Results

• +24.5% increase in CTR on cross-sell emails compared to generic product promotions
• +19% lift in conversions on recommended product pages
• Reduced unsubscribe rates by 16%, thanks to more relevant, need-based messaging
• Increased average lifetime value per member through targeted product expansion
• Strengthened trust and engagement by eliminating redundant or irrelevant communications

Tools & Skills Used

• Tools: CRM platform (Documatix, Segmint), Kentico CMS, Google Analytics,
• Skills: Cross-Sell Strategy, Behavioral Segmentation, Workflow Design, Lifecycle Marketing, Conversion Optimization, Data-Driven Personalization