ML model to predict conversion rate

B2B (business-to-business) SaaS (software-as-a-service) company hired data scientiest to analyze its recent A/B test for its explainer video.

The company uses these videos to convince free users to start a premium trial.

a "conversion" is defined as a user who began a premium trial

• Determine which sources/devices/industries had the highest conversion rates. • Build a model that can predict conversion rate based on user data. • For high conversion rate users, what are the implications for the company's marketing team? • For low conversion rate users, what are the implications for the company's customer success teams? • Provide actionable insights to the business. What have we learned from this test?