Challenge

As competition in the online motors parts and accessories business intensified, eBay was looking for ways to defend + grow its $10B market share.

They had troves of data but didn’t have a consistent way to unlock insights about how to grow their customer base, drive cross-sell/up-sell, predict churn, and merchandize inventory.

Solution

• I established the “Motors Foresight Lab” to translate business challenges into buyer insight + predictive analytic work streams to inform sales strategies.

• We tackled challenges like how to find: (1) $200M incremental revenue, (2) churned customers that might re-activate and (3) customers that are likely to be parts dealers.

Impact

• Created a roadmap of 30+ growth actions and experiments based on insights.

• Created a plan to achieve $200M incremental sales by activating a mix of motors customer segments: (1) acquiring new, (2) increasing spend of existing, (3) re-activating churned, (4) preventing churn, and (5) cross-selling eBay’s non-motors customers.

• Increased engagement in digital marketing by 3X.

• Found 1.8M churned customers likely to reactivate based on predictive models.

• Found ~400 customers who buy $50M each/year and designed a concierge service to grow them.