ItalyFinance and insurance2025 – ongoingFacile.it
Machine learning models on Vertex AI for lead conversion and recommendations
Facile.it raised lead conversion by 15% to 20% with machine learning models on Vertex AI
Problem
Facile.it is an Italian price-comparison site for insurance, utilities and financial products. Building and deploying one machine learning model took a whole working week and involved many people. The marketing team wanted better-qualified conversion goals for its campaigns.
Approach
Facile.it combined Google Cloud's Vertex AI with its BigQuery data warehouse. A data scientist can now train and deploy a model alone, and each training run can be compared with earlier ones and start from their data. The data team worked with the advertising team to use the models for campaign optimization and for recommending customized services to users.
Results
Takeaway
Letting one data scientist own a model from training to deployment freed other staff for other work. The marketing team tied the models to more qualified conversion goals instead of raw conversion alone.
Categories
- Industry
- Finance and insurance
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Vendor case study
Sources
Source summaries
Google Cloud's customer story describes how the Italian price-comparison site Facile.it used Vertex AI with BigQuery to speed up model building and improve campaign results. It gives a 15% to 20% rise in conversion rate, model training and deployment cut from a week to a day, and a 10% to 20% margin gain quoted from its marketing head. The page carries no date; the Internet Archive first saved it on February 9, 2025.
Full details are in the original sources.
