How Vera Bradley Profits From Big Data

The results were predictable. In a A/B test where the same offer was sent to Vera Bradley's full list and a segmented list based on the style of bag purchased, the segmented list performed substantially better despite 63 percent less emails being sent. The segmented list recorded a 43 percent increase in open rate, 101 percent increase in clickhrough rate and a 275 percent increase in conversion rate. Overall, the campaign sent to the segmented list generated a 14 percent increase in total revenues compared to the unsegmented list.