Case Study: World Wildlife Fund achieves $17M revenue growth with Cliently

How World Wildlife Fund’s eCommerce division now uses Customer Future Value metric to allocate marketing resources and prioritize customer support

World Wildlife Fund's eCommerce division, which operates like a subscription business selling merchandise, was experiencing declining revenues. With limited resources, they struggled to allocate marketing spend and prioritize customer support effectively, treating all customers the same regardless of their potential value. They partnered with Cliently to help them shift their strategy from focusing on historical revenue to future profitability and to better understand their customer base.

Cliently implemented a solution using their AI-driven platform to calculate a Customer Future Value (CFV) metric for each customer. This involved automated feature engineering and building survival analysis models to predict future profitability and customer lifetime. Cliently integrated this scoring into WWF's CRM, enabling tailored engagement strategies. The results were significant, including a projected $17 million annual revenue increase, a 34% boost in retention of high-value customers, and a 4x increase in satisfaction among top spenders.

World Wildlife Fund