Predictive Analysis | Classification Model

User Behavior Prediction with AI

A marketplace website client that specializes in providing a comprehensive listing of new homes for sale across the United States. It serves as a resource for homebuyers looking to purchase a new construction home, offering detailed information on various home builders, communities, and floor plans.

Objectives

The client wished to track user behavior on their website to enable data-driven decision-making. A key objective was to gauge real-time engagement levels of potential home buyers when they expressed interest in new home listings.

In addition, the client wished to predict buyers’ likelihood of conversion to sales leads, by drawing analogies between their engagement patterns and those of other successful conversions.

Solutions​

EX Squared delivered a robust AI scaler.

We defined the events and properties needed to capture relevant user behavior data.

Data was collected from Twilio Segment and BigQuery (BQ) to understand the storage structure and analyze it before finalizing the desired data for prediction. Given billions of records, an efficient and cost-effective method was needed to ensure accurate predictions with a good confidence score.

We studied how various e-commerce businesses classify users for personalization. Based on our knowledge of e-commerce personalization market research, we defined a custom set of five user categories: Agents, Researchers, Price-Sensitive, Focused, and Impulse Buyers.

Using the identified traits, we developed several classification models to predict user behavior. Models were evaluated against matching home buyers, and additional scoring was done to determine more fine-grained differences among users.

The application was deployed within the client’s infrastructure using Octopus and integrated with their lead recording system for real-time predictions.

Results

The AI predictive data generated by EX Squared’s behavioral model exhibited strong correlation with actual sales data when compared with other models.

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Mike Peloquin​​

VP

It's not every day you get to work with amazingly talented people. I'm thrilled to say I do. They're not just the people who work here at EXSQ; they're the people we collaborate with at our clients. Together we form brilliant digital product ideas into innovative enterprise-scale digital products for some of the world's best brands. We set the highest standards, we work damn hard and we have a blast doing it.

Lisa Carolan​

VP, Delivery and Operations​

Lisa brings energy and innovation to analyze needs and define technology solutions to meet our customer goals. Her experience spans recognizable brands including HP, Sony, Lennar Homes, SLB, and Bank of America along with startup and growth phase organizations.

With two decades of experience spanning major brands like HP, Sony, Lennar Homes, and Bank of America, as well as startups, Lisa excels at driving results-focused strategies that align with client goals. Her expertise in designing and implementing technology has helped organizations innovate and scale, ensuring measurable engagement and outcomes that drive mutual success.

Krishna Murthy

Chief Executive Officer

With a proven track record in helping businesses navigate the digital disruption occurring around them, his background is solidly founded in digital transformation. Under his leadership, EXSQ has grown into a premier technology partner, serving clients large and small. Krishna’s management philosophy is based on the principle of servant leadership and putting our clients first in all we do here at EXSQ, and he has set the benchmarks for how we hire and retain the finest talent possible, fostering a culture of excellence at EXSQ.

Krishna’s expertise spans technology leadership, eCommerce and SaaS development, mergers and acquisitions, and global business operations. He has notable experience in strategic planning, investor relations, and board-level interactions. With experience across companies at varying stages of maturity, Krishna also leads initiatives in data science, AI, analytics, and talent development, ensuring EXSQ remains at the forefront of innovation and operational excellence.

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