CHALLENGE

Identify those products and product categories that consumers consider buying but never finalise the purchase. Measure the possible impact that investing on taylored paid media would have over char and browser abandonments.

SOLUTION

In order to explain the drop between consideration and aquisition a data exploration was performed. After investigating a number of features and generating product clusters, it was clear that most of the abandoned products categories had a very low profit margin and, therefore, it would not justify paid media investments.

RESULTS

A detailed list containing only the product that belong to the cluster with high profit margin hence it would be beneficial investing on their ads.