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Copyright © 2017
Custora will be talking about its own products and/or services, which
it makes available directly to cust...
Copyright © 2017
AN EXECUTIVE PERSPECTIVE
THE FORMULA FOR COMMERCE
MARKETING SUCCESS
#brontosummit
Copyright © 2017
Kelly Goldston
VP of Marketing
Eloquii
PRESENTER
Copyright © 2017
INTRODUCTION TO ELOQUII
• On-trend fashion sizes 14-28
• Launched in Feb 2014
• Based in NYC & Columbus, ...
Copyright © 2017
Bryan Elliott
Digital Marketings & CRM Director
Toms
PRESENTER
Copyright © 2017
INTRODUCTION TO TOMS
• Shoes, sunglasses, bags, apparel
• Social giving model – every
purchase generates ...
Copyright © 2017
Brett Robbins
Head of Business Development
Custora
PRESENTER
Copyright © 2017
INTRODUCTION TO CUSTORA
Custora is an advanced customer
segmentation platform
We help marketers improve t...
Copyright © 2017
Get Promoted!!
OUR PURPOSE TODAY
Copyright © 2017
1. Understand the Metrics that Matter
2. Build Your Plan
3. Get Results
THE FORMULA
Copyright © 2017
FIRST KEY METRIC
CAC:LTV Ratio
Copyright © 2017
SECOND KEY METRIC
…depends on your business performance
Traffic*Conversion*AOV=Revenue
Copyright © 2017
Building the Plan
BUDGET CALENDAR PEOPLE PROCESS
Copyright © 2017
1. Financial forecast
2. Marketing $s
3. Last year’s comps
THE BUDGET
Copyright © 2017
Can we get the traffic we need
to hit our revenue goals?
Copyright © 2017
1. Increase purchase frequency
from your existing customers
2. Attract new customers
TWO WAYS TO DRIVE TR...
Copyright © 2017
Integrated content strategy:
• Brand – why?
• Product – what?
• People – who?
• Culture – when?
Remember ...
Copyright © 2017
AN IMPORTANT PIECE OF THE FORMULA
Operational Excellence
Tools + People + Process
Copyright © 2017
Driving Results
BUDGET CALENDAR PEOPLE PROCESS
🐝
Beyond Buzzwords
Copyright © 2017
Goal = Relevance
Copyright © 2017
How?
Copyright © 2017
Insight Driven
Segmentation
Copyright © 2017
Editorial Content Hub
Copyright © 2017
•Launched Spring 2016
•Customers who engage in content
hub spend twice as long on site
•AOV is 15% higher...
Copyright © 2017
Predictive Segmentation
in Email
Copyright © 2017
WHY PREDICTIVE?
Rule-based segments:
Right message, right person, right time.
Predictive segments:
Right ...
Copyright © 2017
Instead of waiting to win back, we aim to
prevent churn with Custora’s algorithms.
Unique to each custome...
Copyright © 2017
VIP PROGRAMS
Top customers by predicted LTV get
early access to events and sales.
Predictive algorithm id...
Copyright © 2017
Questions?
Copyright © 2017
Thank You
Contact Information
The Formula for Commerce Marketing Success - An Executive Perspective - Bryan Elliott, TOMS; Kelly Goldston, ELOQUII & Bre...
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The Formula for Commerce Marketing Success - An Executive Perspective - Bryan Elliott, TOMS; Kelly Goldston, ELOQUII & Brett Robbins, Custora

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Bronto Summit 2017

Published in: Marketing

The Formula for Commerce Marketing Success - An Executive Perspective - Bryan Elliott, TOMS; Kelly Goldston, ELOQUII & Brett Robbins, Custora

  1. 1. Copyright © 2017 Custora will be talking about its own products and/or services, which it makes available directly to customers. The statements and opinions contained herein are those of Custora and not of Oracle. Oracle has not verified any statements or claims herein and assumes no responsibility for such statements or claims. CAUTIONARY NOTE:
  2. 2. Copyright © 2017 AN EXECUTIVE PERSPECTIVE THE FORMULA FOR COMMERCE MARKETING SUCCESS #brontosummit
  3. 3. Copyright © 2017 Kelly Goldston VP of Marketing Eloquii PRESENTER
  4. 4. Copyright © 2017 INTRODUCTION TO ELOQUII • On-trend fashion sizes 14-28 • Launched in Feb 2014 • Based in NYC & Columbus, OH • Fit & quality fanatics • Obsessed with newness, trends and our customer
  5. 5. Copyright © 2017 Bryan Elliott Digital Marketings & CRM Director Toms PRESENTER
  6. 6. Copyright © 2017 INTRODUCTION TO TOMS • Shoes, sunglasses, bags, apparel • Social giving model – every purchase generates a comparable donation to an impoverished community
  7. 7. Copyright © 2017 Brett Robbins Head of Business Development Custora PRESENTER
  8. 8. Copyright © 2017 INTRODUCTION TO CUSTORA Custora is an advanced customer segmentation platform We help marketers improve their ROI of their email, display, direct mail and Facebook campaigns.
  9. 9. Copyright © 2017 Get Promoted!! OUR PURPOSE TODAY
  10. 10. Copyright © 2017 1. Understand the Metrics that Matter 2. Build Your Plan 3. Get Results THE FORMULA
  11. 11. Copyright © 2017 FIRST KEY METRIC CAC:LTV Ratio
  12. 12. Copyright © 2017 SECOND KEY METRIC …depends on your business performance Traffic*Conversion*AOV=Revenue
  13. 13. Copyright © 2017 Building the Plan BUDGET CALENDAR PEOPLE PROCESS
  14. 14. Copyright © 2017 1. Financial forecast 2. Marketing $s 3. Last year’s comps THE BUDGET
  15. 15. Copyright © 2017 Can we get the traffic we need to hit our revenue goals?
  16. 16. Copyright © 2017 1. Increase purchase frequency from your existing customers 2. Attract new customers TWO WAYS TO DRIVE TRAFFIC
  17. 17. Copyright © 2017 Integrated content strategy: • Brand – why? • Product – what? • People – who? • Culture – when? Remember to coordinate across channels! THE CALENDAR
  18. 18. Copyright © 2017 AN IMPORTANT PIECE OF THE FORMULA Operational Excellence Tools + People + Process
  19. 19. Copyright © 2017 Driving Results BUDGET CALENDAR PEOPLE PROCESS 🐝 Beyond Buzzwords
  20. 20. Copyright © 2017 Goal = Relevance
  21. 21. Copyright © 2017 How?
  22. 22. Copyright © 2017 Insight Driven Segmentation
  23. 23. Copyright © 2017 Editorial Content Hub
  24. 24. Copyright © 2017 •Launched Spring 2016 •Customers who engage in content hub spend twice as long on site •AOV is 15% higher than other customers •Using GA to track content journeys; double down on customer segments who love content CONTENT HUB
  25. 25. Copyright © 2017 Predictive Segmentation in Email
  26. 26. Copyright © 2017 WHY PREDICTIVE? Rule-based segments: Right message, right person, right time. Predictive segments: Right message, right person, right-er time. Smarter segmenting earns brand love by showing her that we know her better than she knows herself.
  27. 27. Copyright © 2017 Instead of waiting to win back, we aim to prevent churn with Custora’s algorithms. Unique to each customer’s shopping patterns. Results: Conversion and revenue/customer lifts are strongest in “cooling down” and “at risk” segments (vs. “lost”). Custora’s predictive churn algorithm brings in 27%more revenue than a rule based method PREDICT AND PREVENT CHURN
  28. 28. Copyright © 2017 VIP PROGRAMS Top customers by predicted LTV get early access to events and sales. Predictive algorithm identifies VIPs earlier to maximize benefits. Results: Higher response rates with early access messaging + increased order frequency during event period. 12-15% more revenue and conversion rate 80bps higher
  29. 29. Copyright © 2017 Questions?
  30. 30. Copyright © 2017 Thank You Contact Information

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