Understanding Your Mission, Customer Journey, and Personalization to Increase Conversion Rates: How We Helped a Mission-Driven Business Grow

Mission-driven marketing leads to conversions and can define your AI strategies. The benefits are boundless. At its core, a strategic approach built on a brand’s mission is the foundation for every action in machine learning models for modern data-driven marketing. As well, the mission-driven process creates an opportunity to build loyal customer relationships and brand awareness for your business in today’s marketplace.

When executed consistently and correctly, mission-driven marketing can be one of the strongest differentiators for a consumer who chooses to partner with your business over your competition.

Image Credit: Getty

Robert Passikoff, president of Brand Keys, says it best:

“If marketers don’t have a real handle on the emotional side of the purchase and engagement process, they end up with a ‘placeholder’ (business), one whose name people know but don’t know for anything in particular, and have no [brand] advantage. You might as well spend your entire marketing budget on coupons, deals, and promotions.” Entrepreneur

With an embodied mission, an understanding of your customer journey, consistent, impactful ad campaigns, and customized offers to personalize the experience on your website, your business is ready to increase conversion rates! And that is exactly how we helped our partner grow.

The challenges with AI and machine learning marketing with direct-to-consumer products

This brand has a unique selling proposition for its DTC product, but it isn’t easy to scale.

There was very little existing insight into the customer journey. And, without an understanding of their experience and who was coming to their website (their bounce rates, the pages they entered on, and the pages they exited on), it wasn’t easy to understand what was helping conversions and what was hindering conversions.

Although the brand has a solid grasp of its mission, it did not build many personalized opportunities and offered to impress its consumers with its mission-driven marketing. Therefore, the strategy itself was less impactful, and their return on investment was too low. Also, the lack of understanding of key marketing touchpoints is essential to mapping machine learning and AI support.

Overall, the business was ready to invest in ads and customization to understand its customer experience and increase conversion rates. But, they had no clue how to accomplish these goals. As a result, they felt confident that they needed to find an outsourced partner to support these needs for their business.

How We Helped Increase Conversion Rates

Our ability to leverage marketing, ads, and technology made us the perfect partner for this direct-to-consumer (DTC) mission-driven marketing brand. As a result, the company had a strong connection to a specific audience that identified with the company’s mission. We combined this passion with a scientific understanding of marketing technology to increase ROAS, create revenue, and maximize an essential investment into the business.

How We Blend Marketing and Technical Experience to Create a Marketing Plan That Works

First, our team created unique ad campaigns focused on supporting the mission and connecting with the existing audience. Then, updates and adjustments to the e-commerce website to improve the experience and tracking. Immediately with these two changes, we were able to help increase their conversions using the ads and personalized notifications to generate revenue for their business.

ROI of a niche ad campaign

Through the business’ investment of $35,528 on a niche ad campaign, they generated $944,756 in revenue with a 26.59% return on ad spend (ROAS) within 3 months.

But, how exactly were we able to accomplish these unbelievable numbers?

The details — Marketing

Once we had a baseline understanding of the business, we utilized a niche direct-to-consumer ad campaign to get a real grasp on their customers and their journey to conversion. The data we were able to gather helped us understand segmentation in the campaign from the perspective of the ad spend.

By having this detailed view into segmentation, we were able to map out smarter, more realistic customer journeys and invest in the customer sets that were showing the highest return.

And, this gave us the opportunity to provide customized offers at pivotal points in the customer journey that led to faster, more accurate conversions.

The details — Product and Engineering

Understanding who your customers are and how they interact with your brand is vital in providing a unique, engaging experience on your website. But, it is not just about understanding your customers. It is essential that you do something impactful with that information, or it becomes useless!

Focusing on the customer base from the backend of the brand’s e-commerce website, we were able to identify different sets of customer personas based on their profiles and behaviors.

By creating these segmented categories, it became effortless to craft unique, personalized experiences on the website based on the user. Developing personalized reminders for customers after they abandoned their cart was one of the most successful tools in driving a higher conversion rate!


“Investing in digital over the last several years has allowed us to quickly pivot our business with Q1 digital sales reaching our highest ever quarterly level of $372 million,” — CEO of Chipotle, Brian Niccol, said in a statement. medium

In today’s marketplace, being a mission-driven marketing business can provide immeasurable benefits. But, understanding your value proposition and communicating consistently with it is not enough to drive higher conversion rates on your website.

It is essential to invest in channels that provide accurate data to understand your customer journey.

Once you grasp how customers are interacting with your brand, you can provide customized offers and personalized reminders to keep them engaged in your funnel.

Are you ready to invest in growing your mission-driven marketing business? We are here to help.

Image Credit: Pexels

User-Generated Content: 4 Simple Steps For Better Conversion Rates

User-generated content can help any brand get more engagement, increase conversion rates, and create revenue lift. People love to consume content from other users and have an easier time trusting this type of content.

93% of users say that user-generated content helps them to make buying decisions. Also, 48% of consumers use it to discover products, brands, and retailers. Below you will find the four steps you need to use user-generated content in your strategy.  (Sources: Tintup, Comscore, Emarsysglobal, Adweek)

Ask Questions Your Followers

The easiest way to get started is by asking questions to your followers. You can find a popular topic in your niche and ask for their opinion. Starting conversations on controversial topics could also engage many followers. Then, you can get their answers and post them on your profile.

Those who participate can tag you on the platform that you asked the questions. An alternative method is to create a hashtag around your questions on apps like Instagram and TikTok. Both options will allow you to find their answers and engage with them. The goal is to create a conversation both on your profile and user’s profiles.

Reviews and Testimonials

Your customers already leave reviews online. You can check your Google My Business listing, Facebook page, Yelp, or other places where they can leave reviews. It is quite easy to get a screenshot of their positive comments on these sites.

You can also ask for testimonial videos from happy customers. They can create a video that describes their experience with your brand. It can be a short video from their mobile camera. These short videos are popular and should be reposted on Instagram Reels, Tagged, or TikTok.

You can share reviews and testimonial videos on all your social media profiles. Many brands use this type of content on their blogs and sales pages to increase conversion rates.

Reshare Content

People publish tons of content every day on social media. You can find quality content relevant to your niche and reshare it on your social media profiles.

You can get images, short videos, and text from any platform you want. It must be clear that it is user-generated content and mentioned in the description. People love and trust user-generated content because it is non-promotional content from real users.

Request Permission and Give Credit

You want to request permission and give credit to the creator because it will increase engagement. Most users love to see their content on other people’s accounts, so they engage with that and show it to their friends. It’s a great way to get more views and shares.

Lastly, you want to keep these people happy. If they feel that you steal their content, they will leave negative comments. In most cases, you just need to tag them or mention their usernames. 


User-generated content increases engagement and shows that you can communicate with people. It builds trust and makes your followers come back for your next updates.

While you can manually search for user-generated content, we can automate this task for you. We use machine learning models for modern data-driven marketing. Feel free to contact us for more information.

Machine learning models for modern data-driven marketing

Data-driven marketing is now in charge. However, the effectiveness of marketing and advertising still needs to be improved. In this blog, we share some solid tips from 10+ years of research by machine learning scientists to all marketing professionals.

Chipotle sales increased by 81% through digital ordering in these difficult days, when many other businesses are experiencing a decrease in sales due to the pandemic.

“Investing in digital over the last several years has allowed us to quickly pivot our business with Q1 digital sales reaching our highest ever quarterly level of $372 million” — CEO of Chipotle, Brian Niccol, said in a statement.

Even in the current difficult situation, not every company is losing, but for sure the winners are those who have prepared for a more efficient and intelligent era.

Advanced technologies, such as machine learning, have been applied to more and more aspects of work. At Wali, we use all types of technology at work, and we think technology is a big part of our life. Our digital marketing service is built around identifying core KPIs, data-oriented technologies and reinforcement learning.

Here are some A.I. models and their possible applications in reality. These models could be easily adapted as a mindset and applied to any marketing campaign.

1: K-Means Clustering

K-Means is one of the most well-known clustering algorithms. In theory, K-Means clustering is a method of vector quantization that aims to partition n observations into k clusters in which each observation belongs to the cluster with the nearest mean. 

Reference: K. Wagstaff, S. Rogers, S. Schroedl, “ Constrained K-means clustering with background knowledge “, Proc. 8th Int. Conf. Machine Learning, pp. 577–584, 2001.

Marketing professionals can utilize this algorithm to create segmentation for all their influencers. Every individual influencer has different characteristics. Grouping them into different segments makes the future match 65% faster. At the Wali tech team, we apply this algorithm to our huge set of influencers. It helps us match influencers more accurately to specific industries or one business.

2: Decision Tree

Decision trees are powerful machine learning models that are widely applied in real-world applications. They are defined by recursively partitioning the feature space, which is very easy to interpret. Enhancing the decision tree using reinforcement learning examines all features of a new data point to update model parameters.

Reference: A. M. Roth, N. Topin, P. Jamshidi, M. Veloso, “Conservative Q-Improvement: Reinforcement Learning for an Interpretable Decision-Tree Policy”, arXiv preprint arXiv:1907.01180, 2019

One of the biggest pain points for influencer marketing is to keep matching the brand with a new set of influencers in a dynamic way. This algorithm can help this situation. By creating a decision tree, any marketing professionals can pick a new set of influencers for a brand in a short time. Combining the decision tree with reinforcement learning, the system continuously updates the corresponding decision trees automatically. For example, at Wali, we first created our own decision tree, then kept reinforcement learning on our decision tree. As we are receiving new data points, we can quickly identify the best time to match a specific influencer to a brand.

3: Logistic Regression

Logistic regression is a statistical model that uses a logistic function to model a binary dependent variable. There are many more complex extensions that are applied to various marketing applications.

One typical application is to use logistic regression to predict customer churn. The prediction result can help businesses maximize the usage of their marketing budget by spending money (such as email, push notification, or limited-quantity promotion) on loyal or potential loyal customers.

Credit: John Sullivan, “Churn Prediction: Logistic Regression and Random Forest”

Many times, we only use the numbers a third party platform provides for us to calculate the performance of marketing campaigns. Marketing professionals can also start calculating the loyalty of a customer set, and evaluate the marketing performance based on a combination of third party results and customer loyalty. The same thing can be applied to customer lifetime value.

At Wali, we track all the values above, then calculate the most valuable set of customers and influencers for the brand. This algorithm helps us to keep our promise of matching accuracy for our client.

The perfect marketing campaign is hard to produce. Data-driven strategies are helping us to find a better answer. We encourage as marketing professionals, our readers will adopt some methods from our blog and use them for their next marketing campaign.

Wali autopilot influencer platform is built with more complex ML models, so your brand can quickly match with the best audience. No recruiting, no negotiation. 

Learn more about our no recruiting, no negotiation autopilot influencer platform at https://mywali.co/influencer.html

How 2-Trillion-dollar-stimulus-fund Matters to Your Business

The US Congress has doled out 2 Trillion US dollars as stimulus checks amid the coronavirus pandemic. What you should be thinking about however is how this fund will affect your sales. Here are some strategies your brand can start using…

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I’ve been hearing confusion all day today about these checks. Time to set the record straight. 💪⁣⁣ ⁣⁣ Don’t believe this stuff:⁣⁣ ⁣⁣ 🚫You need to sign up or register for your stimulus check⁣⁣ 🚫You’ll pay taxes on your check⁣⁣ 🚫You have to pay your stimulus back⁣⁣ 🚫You might have to return it.⁣⁣ ⁣⁣ Here’s why the above is false:⁣⁣ ⁣⁣ 💰If you have direct deposit set up with the IRS, it’s automatic. If you’re not sure, check this sexy new IRS tool: https://www.irs.gov/coronavirus/economic-impact-payments⁣⁣ ⁣⁣ If you didn’t file for last year or the year before, you do need to use the non-filers section of the aforementioned sexy new tool.⁣⁣ ⁣⁣ 💰You won’t owe taxes and there’s no chance the money can bump you up to the next tax bracket which would make you pay more in taxes. (The only exception to this is if you are behind on child support…which you hopefully are not.)⁣⁣ ⁣⁣ 💰The stimulus checks are an advance on a tax credit (not loan or refund) or this year’s taxes. It’s just coming your way early. If you didn’t qualify with last year or the year before’s return and your income is impacted now, you could qualify next year (remember this is a credit for next year technically). ⁣⁣ ⁣⁣ 💰Nope. Let’s say you qualified in 2018 but not 2019…they aren’t going to ask for it back. Pinkie swear. ⁣⁣ ⁣⁣ Bunches of questions about whether this affects your refund (which I generally have many thoughts on why you shouldn’t get one but I’ll save those for another time)…no. Hard stop. Your refund is money that comes back to you because you’ve overpaid taxes over the entire course of the year. This check is a payment that’s apart from tax obligations. 🙌⁣⁣ ⁣⁣ So to be super clear: it won’t reduce your refund or increase your 2020 taxes when you file those babies next year. ✔️✔️⁣⁣ ⁣⁣ Hope this helps! 🥰 If it does, share with a friend who is overwhelmed by all this stuff (who isn’t?!) ⁣ ⁣ ⁣ ⁣ #money #personalfinance #stimulus #stimuluscheck #stimuluspackage #covid_19 #covid19 #financialfreedom #financetips #personalfinances #moneytips

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People are receiving stimulus checks. Credit: nicolelapin @ Instagram

The US Congress has doled out 2 Trillion US dollars as stimulus checks amid the coronavirus pandemic. Millions of Americans will receive these checks; in fact, many people have already confirmed receipt of these funds. For the records, single persons will get $1200 while married couples will receive as much as $2400.

As this 2-Trillion-dollar-stimulus-fund is being disbursed, economists are already looking at how this will affect the total economy and the buying power of every receptor of this fund. What you should be thinking about however is how this fund will affect your sales in these times, and what your next marketing strategy should be.

Although the stimulus package is supposed to encourage customers to make purchases, it has not achieved its aim as many people have since postponed all optional purchases and don’t seem like they will be back any time soon. It now behooves on businesses to gain customers’ attention one way or the order and make sales despite the situation.

Many brands are trying to catch up; from giving out discounts daily to introducing new products. You might be wondering what creative ways by which you can gain the customer’s attention. Here are some strategies your brand can start using today:

• Influencer demo videos

• New product promotion

• New business model for existing businesses

• Pure discount strategy

Let’s take a look at how you can make these strategies work for your business.

Influencer demo video

Sarah, a professional makeup artist demoing for Marc Jacobs beauty product line. Credit: Marc Jacobs Beauty @ Instagram

Right now, customer confidence and interest are very low and there is little that can improve their interest level; influencers happen to fall within this category. Influencer marketing is a great way to encourage consumer purchase decisions. They would be more moved to get a product endorsed, promoted and marketed by an influencer they follow than a company’s ad or promotional post.

Wali is a complete autopilot influencer platform. No more recruiting, no more negotiation on your end. Learn more at https://mywali.co/influencer.html

New products promotion

New products favorable to customer retention. Credit: strivectin @ instagram

The old Pareto Principle can still be applied across many industries: 80 percent of your revenue comes from 20 percent of your customers. New products could be seen as more favorable to a brand’s loyal customers. Thus, this strategy could also help brands attract customer attention. Give your customers something they’ve never seen or tried before. It will be hard to turn down a new product from a brand you’ve always loved; not when you have what it takes to purchase the product and find out for yourself how much you would love it.

Existing well-known business trying a new business strategy

Nordstrom Trunk Club Prpgram. Credit: Nordtrom @ Instagram

Try a new strategy with your brand or business. For example, personalize your products, explore the potential of your brand and products, and then project it to your customer in a unique manner. Gain insight into what matters most to your customer in times like this and get it across to them.

Pure discount strategy

More tips can be found here.

It is common practice to offer discounts, coupons, free shipping, promo codes, and BOGOF to boost the sales of your product. We shared some of our tips for a pure discount strategy on what-to-do-and-what-not-do in our last post. Click here to read about it if you are interested.

What now?

We can find some similarities in the history of economics. In both 2009 and 2008, there were bills passed for stimuli checks; $14.2 billion for 2009 and $120 billion in the fiscal year 2008. 2020 has however seen the biggest stimulus package, and without a doubt, this 2 trillion US dollars will matter especially to manage the inflation and prevent depression.

However, to what degree this stimulus fund will help is an open question. We’d love to hear from you. Let us know what your assumption on how much 2 trillion US dollar will matter for your business.