The solution first involved a scalable modeling exercise to better understand the buyer profile. eClerx Digital created 300+ individual level predictors across 2 brands and 28 product categories resulting in 3x faster analytics project execution. This uncovered previously unknown buying patterns and seasonal trends among customers and affinity to specific product categories. These findings were then applied to the campaign operations problem of emailing everyone, every time with every message. The team created a customer email health index by studying response and identified the optimum number of monthly contacts for email marketing. They went further and profiled customers based on product affinity and purchase behavior. This information allowed them to establish cross propensity scores to improve relevancy and uncover new cross-sell opportunities.