Case Study: OnX achieves 44% higher upsell conversions with mParticle AI

How onX accelerated marketing campaigns with mParticle's AI engine

OnX, a GPS app for hunting, hiking, and off-roading, wanted to improve its LTV:CAC ratio and Average Sales Price by driving more users to upgrade to premium memberships. To do that without overwhelming users or adding new tools to its MarTech stack, the marketing team looked for a way to apply AI and machine learning within its existing workflows with mParticle.

Using Predictive Audiences powered by mParticle’s Cortex AI engine, onX created a predictive model based on historical purchase, trial, and upgrade data to target users most likely to convert. The campaign produced a 44% lift in upsell conversions and reached statistical significance within a month, while also avoiding increased cancellations or uninstalls.

OnX

Brad Williams

Senior Marketing Operations Manager