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Plugging In
Using Predictive Analytics & Marketing
to Drive AOV and CLV Increases
Speakers:
Jason Gazaway Jonathan Lessen Andrew Pearson
Marketing & Branding Manager,
CablesAndKits
Client Success Manager,
Windsor Circle
VP of Marketing,
Windsor Circle
Agenda
About CablesAndKits
Predictive Analytics
Results: Increasing AOV & CLV
Questions
About CablesAndKits
Reliable and Fast Integration
Example Data Fields and Segments
Customer Fields
-  First Order Date
-  Purchase Last Order
-  Predictive Order Date
-  Coupon History
-  Hot Combo
Example Data Fields and Segments
Customer Fields
-  First Order Date
-  Purchase Last Order
-  Predictive Order Date
-  Coupon History
-  Hot Combo
Product Data
-  Product Title
-  Product Category
-  Replenish Date
-  Product Brand
-  Product SKU
Example Data Fields and Segments
Customer Fields
-  First Order Date
-  Purchase Last Order
-  Predictive Order Date
-  Coupon History
-  Hot Combo
Order Fields
-  Order Time
-  Ship Method
-  Coupon Codes
-  Discount Amount
-  Ship Zip
Product Data
-  Product Title
-  Product Category
-  Replenish Date
-  Product Brand
-  Product SKU
Example Data Fields and Segments
Customer Fields
-  First Order Date
-  Purchase Last Order
-  Predictive Order Date
-  Coupon History
-  Hot Combo
Order Fields
-  Order Time
-  Ship Method
-  Coupon Codes
-  Discount Amount
-  Ship Zip
Product Data
-  Product Title
-  Product Category
-  Replenish Date
-  Product Brand
-  Product SKU
Key Segments
-  Non Purchasers
-  1x & 2x Time Purchasers
-  Best Customer
-  Win Back
-  Predictive Win Back
CablesAndKits’ Team
Jason Gazaway, Marketing &
Branding Manager
Chris McCoy, E-Commerce
Director
Shanyce Watkins, Marketing
Coordinator
Jeremy Sloan, Marketing
Graphic Designer
CablesAndKits Email Redesign
Implemented
in Feb., 2014
CablesAndKits Email Redesign
Revamped in
March, 2015
Implemented
in Feb., 2014
Retention Automation Marketing Package
(RAMP)
Agenda
About CablesAndKits
Predictive Analytics
Results: Increasing AOV & CLV
Questions
Non-Purchase Series
This 3-part Non Purchase Introduction Series
is triggered using the following criteria: 
•  Email 1 – 
•  Welcome
•  8 hours since introduction
Non-Purchase Series
This 3-part Non Purchase Introduction Series
is triggered using the following criteria: 
•  Email 1 – 
•  Welcome
•  8 hours since introduction
•  Email 2 – 
•  Social Engagement
•  4 days after introduction
Non-Purchase Series
This 3-part Non Purchase Introduction Series
is triggered using the following criteria: 
•  Email 1 – 
•  Welcome
•  8 hours since introduction
•  Email 2 – 
•  Social Engagement
•  4 days after introduction
•  Email 3 – 
•  Value Add
•  6 days after introduction
Segmentation and Revenue: All Customers
Segmentation and Revenue: 1x Purchasers
First Purchase Series
This 2-part 1st Purchase Series is
triggered using the following criteria: 
•  Email 1 – 
•  Post purchase thank you
•  3 days after 1st purchase
First Purchase Series
This 2-part 1st Purchase Series is
triggered using the following criteria: 
•  Email 1 – 
•  Post purchase thank you
•  3 days after 1st purchase
•  Email 2 – 
•  Brand awareness & social
engagement
•  10 days after 1st purchase
Segmentation and Revenue: 2x Purchasers
2nd Purchase Series
This 3-part 2nd Purchase Series is triggered
using the following criteria: 
•  Email 1 – 
•  Service
•  3 days after 2nd purchase
2nd Purchase Series
This 3-part 2nd Purchase Series is triggered
using the following criteria: 
•  Email 1 – 
•  Service
•  3 days after 2nd purchase
•  Email 2 – 
•  Quality
•  9 days after 2nd purchase
2nd Purchase Series
This 3-part 2nd Purchase Series is triggered
using the following criteria: 
•  Email 1 – 
•  Service
•  3 days after 2nd purchase
•  Email 2 – 
•  Quality
•  9 days after 2nd purchase
•  Email 3 – 
•  Availability
•  14 days after 2nd purchase
Segmentation and Revenue: 3+ Retained
Win Back Campaign
This 3-part Win Back Campaign is triggered
using the following criteria: 
•  Email 1 – 
•  120 days after most recent purchase
Win Back Campaign
This 3-part Win Back Campaign is triggered
using the following criteria: 
•  Email 1 – 
•  120 days after most recent purchase 
•  Email 2 – 
•  240 days after most recent purchase
Win Back Campaign
This 3-part Win Back Campaign is triggered
using the following criteria: 
•  Email 1 – 
•  120 days after most recent purchase 
•  Email 2 – 
•  240 days after most recent purchase 
•  Email 3 – 
•  360 days after most recent purchase
Predictive Win Back Series
This 3-part Predictive Win-Back Series is
triggered using the following criteria: 
•  Email 1 – 
•  45 days after predicted order date
Predictive Win Back Series
This 3-part Predictive Win-Back Series is
triggered using the following criteria: 
•  Email 1 – 
•  45 days after predicted order date
•  Email 2 – 
•  90 days after predicted order date
Predictive Win Back Series
This 3-part Predictive Win-Back Series is
triggered using the following criteria: 
•  Email 1 – 
•  45 days after predicted order date
•  Email 2 – 
•  90 days after predicted order date
•  Email 3 – 
•  120 days after predicted order date
Emails Sent by Win Back Series’
Comparing the Win Back Series’
The Win Back
Campaign targeted
for 1x and 2x
purchasers sent
more than 3x the
amount of emails to
its respective,
segmented list than
did the Predictive
Win Back Series
Comparing the Win Back Series’
Emails Sent by Win Back Series’
 Revenue Generated by Win Back Series’
Revenue Generated by Win Back Series’
Comparing the Win Back Series’
The Predictive Win
Back Series
generated almost 7x
more revenue since
implementation
CablesAndKits
generates 88% of their
revenue from repeat
customers
Open and Click Rates by Win Back Series’
Comparing the Win Back Series’
The Predictive Win
Back Series is
experiencing
approximately 50%
higher open rates
with 3x the click
rates
Baseline
Metrics
Baseline Metrics Average Promotional:
Open: 9.0% Click: .66%
Baseline Metrics
Win Back
Segment
Non Purchase
Segment
First Purchase
Segment
Second Purchase
Segment
Best Customer
Segment
Average Promotional:
Open: 9.0% Click: .66%
Agenda
About CablesAndKits
Predictive Analytics
Results: Increasing AOV & CLV
Questions
AOV for the
average
purchaser
increased 27%
Median Average AOV by Number of Purchases
Average Order Value
AOV for the
average
purchaser
increased 27%
We hypothesize AOV to
increase over time because
repeat customers trust your
brand more, spend more as
they get comfortable with you,
and discover more of your
inventory that they are
interested in
Median Average AOV by Number of Purchases
Average Order Value
Customer Lifetime Value
CLV for the
average
purchaser
increased 23%
Median Average CLV by Number of Purchases
Customer Lifetime Value
CLV for the
average
purchaser
increased 23%
Median Average CLV by Number of Purchases
CLV helps predict the future
worth of a certain customer
based on number of
purchases. CablesAndKits’
data demonstrates the high
need for retention, as repeat
purchasers bring about a
larger value, or portion of
revenue, that cannot be
forgone
Increased Open & Click Rates
14x ROI
$
$$$$$
$$$$$
$$$$
Implemented Windsor Circle’s Platform in February, 2014
Agenda
About CablesAndKits
Predictive Analytics
Results: Increasing AOV & CLV
Questions
Content Divider Page 1
Brief description of content division
Windsor Circle:
1-877-848-4113
sales@windsorcircle.com
WindsorCircle.com
CablesAndKits:
1-888-550-5619
CablesAndKits.com
Resources:
•  Download the CablesAndKits case study:
•  www.WindsorCircle.com/CablesAndKits
•  Sign up for the CablesAndKits email list to stay in
touch with all future sales, promotions, and new
product launches
We will send a link to the recording and the slideshare after the webinar.

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Plugging In: Utilizing Predictive Analytics to Increase AOV & CLV

  • 1. Plugging In Using Predictive Analytics & Marketing to Drive AOV and CLV Increases
  • 2. Speakers: Jason Gazaway Jonathan Lessen Andrew Pearson Marketing & Branding Manager, CablesAndKits Client Success Manager, Windsor Circle VP of Marketing, Windsor Circle
  • 5. Reliable and Fast Integration
  • 6. Example Data Fields and Segments Customer Fields -  First Order Date -  Purchase Last Order -  Predictive Order Date -  Coupon History -  Hot Combo
  • 7. Example Data Fields and Segments Customer Fields -  First Order Date -  Purchase Last Order -  Predictive Order Date -  Coupon History -  Hot Combo Product Data -  Product Title -  Product Category -  Replenish Date -  Product Brand -  Product SKU
  • 8. Example Data Fields and Segments Customer Fields -  First Order Date -  Purchase Last Order -  Predictive Order Date -  Coupon History -  Hot Combo Order Fields -  Order Time -  Ship Method -  Coupon Codes -  Discount Amount -  Ship Zip Product Data -  Product Title -  Product Category -  Replenish Date -  Product Brand -  Product SKU
  • 9. Example Data Fields and Segments Customer Fields -  First Order Date -  Purchase Last Order -  Predictive Order Date -  Coupon History -  Hot Combo Order Fields -  Order Time -  Ship Method -  Coupon Codes -  Discount Amount -  Ship Zip Product Data -  Product Title -  Product Category -  Replenish Date -  Product Brand -  Product SKU Key Segments -  Non Purchasers -  1x & 2x Time Purchasers -  Best Customer -  Win Back -  Predictive Win Back
  • 10. CablesAndKits’ Team Jason Gazaway, Marketing & Branding Manager Chris McCoy, E-Commerce Director Shanyce Watkins, Marketing Coordinator Jeremy Sloan, Marketing Graphic Designer
  • 12. CablesAndKits Email Redesign Revamped in March, 2015 Implemented in Feb., 2014
  • 15. Non-Purchase Series This 3-part Non Purchase Introduction Series is triggered using the following criteria: •  Email 1 – •  Welcome •  8 hours since introduction
  • 16. Non-Purchase Series This 3-part Non Purchase Introduction Series is triggered using the following criteria: •  Email 1 – •  Welcome •  8 hours since introduction •  Email 2 – •  Social Engagement •  4 days after introduction
  • 17. Non-Purchase Series This 3-part Non Purchase Introduction Series is triggered using the following criteria: •  Email 1 – •  Welcome •  8 hours since introduction •  Email 2 – •  Social Engagement •  4 days after introduction •  Email 3 – •  Value Add •  6 days after introduction
  • 18. Segmentation and Revenue: All Customers
  • 19. Segmentation and Revenue: 1x Purchasers
  • 20. First Purchase Series This 2-part 1st Purchase Series is triggered using the following criteria: •  Email 1 – •  Post purchase thank you •  3 days after 1st purchase
  • 21. First Purchase Series This 2-part 1st Purchase Series is triggered using the following criteria: •  Email 1 – •  Post purchase thank you •  3 days after 1st purchase •  Email 2 – •  Brand awareness & social engagement •  10 days after 1st purchase
  • 22. Segmentation and Revenue: 2x Purchasers
  • 23. 2nd Purchase Series This 3-part 2nd Purchase Series is triggered using the following criteria: •  Email 1 – •  Service •  3 days after 2nd purchase
  • 24. 2nd Purchase Series This 3-part 2nd Purchase Series is triggered using the following criteria: •  Email 1 – •  Service •  3 days after 2nd purchase •  Email 2 – •  Quality •  9 days after 2nd purchase
  • 25. 2nd Purchase Series This 3-part 2nd Purchase Series is triggered using the following criteria: •  Email 1 – •  Service •  3 days after 2nd purchase •  Email 2 – •  Quality •  9 days after 2nd purchase •  Email 3 – •  Availability •  14 days after 2nd purchase
  • 27. Win Back Campaign This 3-part Win Back Campaign is triggered using the following criteria: •  Email 1 – •  120 days after most recent purchase
  • 28. Win Back Campaign This 3-part Win Back Campaign is triggered using the following criteria: •  Email 1 – •  120 days after most recent purchase •  Email 2 – •  240 days after most recent purchase
  • 29. Win Back Campaign This 3-part Win Back Campaign is triggered using the following criteria: •  Email 1 – •  120 days after most recent purchase •  Email 2 – •  240 days after most recent purchase •  Email 3 – •  360 days after most recent purchase
  • 30. Predictive Win Back Series This 3-part Predictive Win-Back Series is triggered using the following criteria: •  Email 1 – •  45 days after predicted order date
  • 31. Predictive Win Back Series This 3-part Predictive Win-Back Series is triggered using the following criteria: •  Email 1 – •  45 days after predicted order date •  Email 2 – •  90 days after predicted order date
  • 32. Predictive Win Back Series This 3-part Predictive Win-Back Series is triggered using the following criteria: •  Email 1 – •  45 days after predicted order date •  Email 2 – •  90 days after predicted order date •  Email 3 – •  120 days after predicted order date
  • 33. Emails Sent by Win Back Series’ Comparing the Win Back Series’ The Win Back Campaign targeted for 1x and 2x purchasers sent more than 3x the amount of emails to its respective, segmented list than did the Predictive Win Back Series
  • 34. Comparing the Win Back Series’ Emails Sent by Win Back Series’ Revenue Generated by Win Back Series’
  • 35. Revenue Generated by Win Back Series’ Comparing the Win Back Series’ The Predictive Win Back Series generated almost 7x more revenue since implementation CablesAndKits generates 88% of their revenue from repeat customers
  • 36. Open and Click Rates by Win Back Series’ Comparing the Win Back Series’ The Predictive Win Back Series is experiencing approximately 50% higher open rates with 3x the click rates
  • 38. Baseline Metrics Average Promotional: Open: 9.0% Click: .66%
  • 39. Baseline Metrics Win Back Segment Non Purchase Segment First Purchase Segment Second Purchase Segment Best Customer Segment Average Promotional: Open: 9.0% Click: .66%
  • 41. AOV for the average purchaser increased 27% Median Average AOV by Number of Purchases Average Order Value
  • 42. AOV for the average purchaser increased 27% We hypothesize AOV to increase over time because repeat customers trust your brand more, spend more as they get comfortable with you, and discover more of your inventory that they are interested in Median Average AOV by Number of Purchases Average Order Value
  • 43. Customer Lifetime Value CLV for the average purchaser increased 23% Median Average CLV by Number of Purchases
  • 44. Customer Lifetime Value CLV for the average purchaser increased 23% Median Average CLV by Number of Purchases CLV helps predict the future worth of a certain customer based on number of purchases. CablesAndKits’ data demonstrates the high need for retention, as repeat purchasers bring about a larger value, or portion of revenue, that cannot be forgone
  • 45. Increased Open & Click Rates
  • 46. 14x ROI $ $$$$$ $$$$$ $$$$ Implemented Windsor Circle’s Platform in February, 2014
  • 48. Content Divider Page 1 Brief description of content division Windsor Circle: 1-877-848-4113 sales@windsorcircle.com WindsorCircle.com CablesAndKits: 1-888-550-5619 CablesAndKits.com Resources: •  Download the CablesAndKits case study: •  www.WindsorCircle.com/CablesAndKits •  Sign up for the CablesAndKits email list to stay in touch with all future sales, promotions, and new product launches We will send a link to the recording and the slideshare after the webinar.