A VALUED CUSTOMER OF THIRDEYE DATA
FreedomPop: the machine learning platform they pivoted the company onto
FreedomPop resold mobile data and mobile services in the United States. Almost all of its revenue came from one event, a free user deciding to become a paying one, which made marketing the commercial engine of the business rather than a support function. In 2017 the company had an idea about automating that engine with machine learning and very little else.
LOCATION
Los Angeles, California, United States
COMPANY SIZE
Mid-scale Enterprise
INDUSTRY
Telecommunications › Explore solutions for this industry
Campaign conversion platform
The conversion problem was a targeting problem. Broad campaigns to the whole free user base converted poorly and cost money on every send. The signal about who was close to converting existed inside the usage data, but nothing was reading it, and nothing was learning from what happened after each campaign went out.
ThirdEye Data built the platform end to end. It builds a profile of each user that deepens over time, predicts who is approaching the point of converting and what would move them, and targets individually rather than by segment. Every campaign result feeds back in, so the models improve on the company’s own outcomes rather than on assumptions made at the start.
We built the minimum viable product first and the full platform afterwards, and we did it while FreedomPop was still hiring the team that would own it. Part of the engagement was helping them recruit, then training and mentoring the people they brought in, so the platform was not something they depended on us to run.
The platform launched in the third quarter of 2018 as AccelerateFP. FreedomPop subsequently sold its core business and pivoted the company onto the platform we had built, moving into digital automation services for telecom operators.
Related solution: machine learning for marketing and conversion
Most marketing analytics work stops at reporting what happened. The harder and more valuable version predicts what to do next for a specific person, then measures whether it worked and adjusts. That requires a profile that accumulates rather than resets, models that retrain on real outcomes, and a path from prediction to campaign that does not involve someone exporting a spreadsheet.
ThirdEye Data builds that loop. We have built it for a telecom business where conversion was survival, for an analytics company whose customers were global brands, and for retailers connecting in-store behaviour to online. The common requirement is honesty about attribution. A model that cannot tell you which campaign actually caused a conversion will happily take credit for everything, and companies make expensive decisions on that basis.
Explore our marketing analytics and conversion solutions ›
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