Leveraging Big Data to Boost Click-Through RatesRetention Science uses predictive algorithms to create automated marketing campaigns for companies based on customers' buying patterns.

Back in 2012SwayChic.com卡利北部的电子商务网站fornia-based casual-apparel chain Sway, was struggling to get the customers in its database to buy more. No matter what it tried, its e-mail marketing efforts fell flat, averaging a dismal 11 percent open rate and 0.9 percent click-through rate--numbers that were well behind the retail industry averages of 31 percent and 3.4 percent, respectively, according to e-mail marketing provider MailChimp.

"It was really trial and error," says Cheyanne Sequoyia-Mackay, SwayChic's project and marketing manager. "We were looking for a smarter way to send e-mails without having to put so much research into it."