Case Study: Close Brothers triples campaign conversion and boosts average deal size with Alteryx

Close Brothers - Customer Case Study

Close Brothers, a leading UK merchant banking group, used Alteryx to help its marketing team predict customer "defectors"—customers who do not take a new deal within 24 months of a current deal maturing. The challenge involved 12 years of data across four business units (4,000–10,000 agreements each) with 30+ variables per deal, requiring robust data access, cleaning and feature engineering to produce reliable predictions.

Using Alteryx Designer end-to-end and SQL Server-stored data, the BI team built branch-specific classification models (Decision Tree, Random Forest, Logistic Regression) with a 2/3 train, 1/3 validation split and out-of-time testing, then exported predictions to marketing as CSVs. The models achieved roughly 80–90% accuracy for defectors, are refreshed every 6–12 months, and delivered strong business impact—tripling campaign conversion rates and increasing average deal size by 20%.

Close Brothers

Rossella Melchiotti

Data Scientist