Business challenge

• Users of a major online hotel booking firm explore the site’s features but do not purchase
• Customer care features are often invoked by paid customers, which is costly and signifies customer confusion and usability problems

Solution

• A Machine Learning system utilizing usage patterns for accurate prediction of whether a user will purchase and whether they will invoke customer care

Business benefit

• Factors that predict customer care invocation allowed site administrators to improve usability and quickly intervene to aid customers in need of assistance
• Accurate prediction of customers not likely to buy triggered alternative targeted campaigns for increased conversion