This talk deep dives into a case-study of how causal techniques were used to increase the number of customers acqusitions at Mettle.

Enhancing the customer onboarding journey is an important step for Mettle to meet our customer acquisitions targets. However during the journey, many applicants become disengaged and do not convert to being a customer. To reduce the disengagement during onboarding we have recently begun contacting customers to help them complete the application.

Causal techniques have been used to optimise our strategy for contacting disengaged applicants to increase our customer acquisitions, helping us answer questions like: What is the best time to contact a customer? Which customers are most likely to respond to the call?

Technical Level: Introductory level/students (some technical knowledge needed)