The test results showed that significant differences exist in price elasticity within the customer base. Important factors for predicting an individual customer’s price elasticity are their tenure, their digital engagement, and their product mix. Demographics, acquisition channel, geographic location, and several other factors were also found to have significant effects on price response. The A/B test results validated the econometric model predictions. Applying these insights to the annual price increase process improved the yield by 40% or approximately $8 million per year.