TopN AnalyticsMarket Basket Analysis Unlocking Cross-Sell and Upsell Opportunity for Edtech
Market basket analysis uncovered cross-selling and up-selling opportunities worth more than INR 50 crore (~USD 6.1M) for a Edtech client.
Where things stood
Client didn’t know which of it’s courses had close affinity for users to purchase together or purchase over a period of time
Cross-selling and Up-selling was driven by intuition instead of being data-driven
What we built
Historical user-level course purchase and enrollment transactions were consolidated into an analysis-ready dataset.
Transactions were cleaned, standardized and converted into course-level baskets, with each basket representing the courses purchased by a user.
The Apriori algorithm identified frequently purchased course combinations and calculated key association metrics such as support, confidence and lift.
High-affinity course combinations were translated into actionable cross-sell and upsell recommendations to identify incremental revenue opportunities.
How it works
A data science model was developed based on the technique of Market Basket analysis using Apriori algorithm.
Frequent items sets were identified for courses
What we delivered and learned
Customer purchase behavior revealed strong relationships between courses that were not obvious through intuition alone.
What it's built on
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