Customer Cases image (21)

BSL Media & Learning: Predictive Model to Drive Conversion and Optimize Engagement

ML predictive model forecasts prospect behaviour optimizes customer engagement and drives data-driven marketing decisions.

BSL_logo_discriptor_RGB-596x335
15

data sources integrated

100.000

online magazine subscribers

350.000

newsletter subscribers

The Goal

BSL Media & Learning offers healthcare professionals media and learning solutions, such as subscription-based magazines, books, job portals, and e-learning. They provide tailored content to engage a diverse audience.

BSL began analyzing their customer journey to better understand how prospects convert to customers. Recognizing four stages in the marketing funnel, they aimed to:

  • Identify the current stage of a prospect.
  • Predict the next stage a prospect is likely to enter.

The Challenge

BSL operates multiple brands and platforms. While it can track current prospect behaviour, it cannot predict how these prospects will move through the journey.

Developing a single predictive model across all brands presents an opportunity to leverage collective insights, allowing the model to learn from all brands and generate brand-level predictions. 

However, managing large volumes of data from diverse sources, including journals and events, added complexity to the challenge.

About BSL Media & Learning

BSL Media & Learning provides media and learning solutions for healthcare professionals, offering subscription-based online magazines, books, job portals, and e-learning platforms. With brands like Zorgvisie, Skipr, Nursing, and Medische Banenbank, BSL delivers tailored content to engage, educate, and inspire. Specializing in digital learning systems, content management, and interactive media, BSL connects organizations with their audience by sharing knowledge effectively. BSL Media & Learning is part of Springer Nature, a global academic publisher.

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The Solution

Crystalloids collaborated with BSL to create a predictive model that scores prospects and forecasts their behaviour monthly. By learning from historical data and customer behaviour over time, the model identified patterns that influence customer engagement. 

For instance, prospects who read campaign emails or visited the BSL website in December could be more likely to enter the consideration phase in January, characterized by activities such as reading in-depth articles or attending professional events. This data-driven approach enabled BSL to anticipate prospect behaviour and deliver the right content at the right time.

Data from 10-15 sources, including subscription data, web analytics, event databases, CRM and more, was integrated into a BigQuery data warehouse. 

An automated pipeline was built with Kubeflow to retrain the model and generate new prospect predictions to keep the model up to date and have predictions available every new period. These updated predictions are seamlessly integrated into BSL’s CRM system, providing the teams with new customer characteristics to build segments for marketing activation.

The Result

While the predictive model is still in its early stages, initial results indicate a promising uplift in conversion compared to previous campaign selection methods. Early insights highlight key opportunities to:

  • Enhance the customer journey, guiding prospects seamlessly from reading articles to attending events.
  • Increase conversion rates for subscriptions and event participation.
  • Identify at-risk customers and implement proactive churn prevention strategies.
  • Streamline operations by integrating actionable insights directly into existing workflows.

As the model evolves, its impact on engagement and conversion is expected to grow, enabling BSL to make more data-driven, personalized marketing decisions.

This project demonstrates how advanced analytics and machine learning can transform customer engagement strategies.

By unifying fragmented data and leveraging predictive modelling, BSL Media & Learning is now equipped to foster stronger relationships, optimize retention, and drive sustainable growth. Crystalloids continues to support BSL by providing scalable, GDPR-compliant solutions tailored to their evolving needs.

“Our collaboration with Crystalloids has transformed how we engage with our audiences. Leveraging advanced machine learning, we can anticipate prospect behaviour, personalize content, and drive meaningful customer interactions—making our marketing more data-driven and impactful."
Kelly Rullens

Data & Insights specialist

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