Case Study: onX boosts upsell conversions 44% with mParticle's Cortex AI
Key results
The challenge
onX, maker of a GPS navigation app for hunting, hiking, and off-roading, wanted to improve targeting for membership tier upgrades among a segment of its user base. The lifecycle marketing team had been relying on manual, rule-based approaches to decide who to target.
The solution
onX incorporated mParticle's Cortex Predictive Audiences into its existing workflows, using AI to identify users most likely to upgrade and to run a campaign that updates dynamically. Because customer data was already unified in mParticle, the team did not need to build new integrations or onboard new tools.
“The campaign runs automatically and updates dynamically, so we no longer rely on guesswork to improve targeting at scale.”
TKToni KljucevicLifecycle Marketing Manager, onX
The results, in context
The campaign produced a 44% lift in upsell conversions compared with the control group and reached statistical significance within a month. The team reported that the campaign runs automatically and no longer relies on guesswork for targeting.