Using Ecommerce Datato Significantly BoostConversions and ROISean GodierVP, EcommerceBusiness Supply
The Value of Targeting…         Targeting delivers increased value                    RFM Analysis    Recency, Frequency, ...
Meet RFM Analysis               Recency – Number of days or               months since last purchase               Frequen...
First, Sort and Split “Recency”                                  Quartile 1 (R=1)                                  Quartil...
Continue with “Frequency” &“Monetary”    Quartile 1 (F=1)       Quartile 1 (M=1)    Quartile 2 (F=2)       Quartile 2 (M=2...
Best Customer (R1-F1-M1)  Quartile 1 (R=1)   Quartile 1 (F=1)   Quartile 1 (M=1)  Quartile 2 (R=2)   Quartile 2 (F=2)   Qu...
Marketing to Best Customers (R1-F1-M1)Exclusive preview of new products.Early access to limited inventory.Exclusive discou...
Churning Clients (R4-F1-M1)  Quartile 1 (R=1)   Quartile 1 (F=1)   Quartile 1 (M=1)  Quartile 2 (R=2)   Quartile 2 (F=2)  ...
Marketing to Churning Clients (R4-F1-M1)Win Back Campaigns.Aggressive Discounts to Re-engage.Incentivized Reviews / Survey...
One Foot Out the Door…           Challenge: Churning Customers           Solution: Automated Win Back            Results: ...
Rewarding Loyalty…            Target: Best Customers              Segment: RFMS =<6           Solution: Exclusive Reward  ...
Replenishments         Target: Buyers of consumables                 Segment: Varies          Solution: Targeted Workflow ...
Price Drops              Challenge: Price Reduction                  Segment: Custom Results: 14k on 13,000 sends. Remail ...
How Are We Doing?            Want: Customer Feedback    Solution: Mini-survey with coupon incentive              Results: ...
100x Increase in Revenue Per Email (RPE)Problem: Need some revenue fastSegment: •   RFM =<6 •   RA 6/1/11 or after •   S=<...
How Did I Pull This Off?    Windsor Circle         Custom Data Feed
The Windsor Circle Promise                             Bronto Integrated Partner
TipsExclusivityTargetedTest. Test. Test…Get feedbackDiscount sparinglyPhotosScrub carefullyWelcome, thank you seriesRemail...
Thanks…               Sean Godier                VP, Ecommerce          sean.godier@business-supply.com                Twi...
Using eCommerce Data to Significantly Boost Conversions and ROI
Using eCommerce Data to Significantly Boost Conversions and ROI
Using eCommerce Data to Significantly Boost Conversions and ROI
Using eCommerce Data to Significantly Boost Conversions and ROI
Using eCommerce Data to Significantly Boost Conversions and ROI
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Using eCommerce Data to Significantly Boost Conversions and ROI

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Sean Godier, VP of eCommerce for Business-Supply.com, has generated significant lifts in conversion rates and ROI by leveraging eCommerce data to send the right message to the right person at the right time. He was able to instantly sync his shopping cart data from AspDotNetStorefront to Bronto, which then enabled him to fully utilize powerful tools in the Bronto platform to achieve impressive results. Sean will cover RFM Segmentation (best customers, churning customers), automated replenishment campaigns using Bronto's Workflow feature, and share specific performance statistics to demonstrate the success he's had by practicing "Engaged Commerce."

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Using eCommerce Data to Significantly Boost Conversions and ROI

  1. 1. Using Ecommerce Datato Significantly BoostConversions and ROISean GodierVP, EcommerceBusiness Supply
  2. 2. The Value of Targeting… Targeting delivers increased value RFM Analysis Recency, Frequency, Monetary (and Spend) Other ways to measure Consistently relevant, lower complaints, higher AOV
  3. 3. Meet RFM Analysis Recency – Number of days or months since last purchase Frequency – Number of purchases made Monetary Value – Amount spent by a customer
  4. 4. First, Sort and Split “Recency” Quartile 1 (R=1) Quartile 2 (R=2) Quartile 3 (R=3) Quartile 4 (R=4)
  5. 5. Continue with “Frequency” &“Monetary” Quartile 1 (F=1) Quartile 1 (M=1) Quartile 2 (F=2) Quartile 2 (M=2) Quartile 3 (F=3) Quartile 3 (M=3) Quartile 4 (F=4) Quartile 4 (M=4)
  6. 6. Best Customer (R1-F1-M1) Quartile 1 (R=1) Quartile 1 (F=1) Quartile 1 (M=1) Quartile 2 (R=2) Quartile 2 (F=2) Quartile 2 (M=2) Quartile 3 (R=3) Quartile 3 (F=3) Quartile 3 (M=3) Quartile 4 (R=4) Quartile 4 (F=4) Quartile 4 (M=4)
  7. 7. Marketing to Best Customers (R1-F1-M1)Exclusive preview of new products.Early access to limited inventory.Exclusive discounts or offers.Free gift for best customers. Recency (Top Quartile)“We Love You” Monetary Frequency“You’re The Best” Value (Top Quartile) (Top Quartile)“Thank you!”“Exclusive… Just for you!”
  8. 8. Churning Clients (R4-F1-M1) Quartile 1 (R=1) Quartile 1 (F=1) Quartile 1 (M=1) Quartile 2 (R=2) Quartile 2 (F=2) Quartile 2 (M=2) Quartile 3 (R=3) Quartile 3 (F=3) Quartile 3 (M=3) Quartile 4 (R=4) Quartile 4 (F=4) Quartile 4 (M=4)
  9. 9. Marketing to Churning Clients (R4-F1-M1)Win Back Campaigns.Aggressive Discounts to Re-engage.Incentivized Reviews / Surveys. RecencyPersonal Appeals from Execs. (BOTTOM Quartile) Monetary Frequency“We Miss You!” Value (Top Quartile) (Top Quartile)“Baby, Come Back!”“$25 Gift Card for Survey”
  10. 10. One Foot Out the Door… Challenge: Churning Customers Solution: Automated Win Back Results: 20% re-engagement
  11. 11. Rewarding Loyalty… Target: Best Customers Segment: RFMS =<6 Solution: Exclusive Reward Results: 38% Open 44% CTC
  12. 12. Replenishments Target: Buyers of consumables Segment: Varies Solution: Targeted Workflow Results: 20-50x Increase in Revenue
  13. 13. Price Drops Challenge: Price Reduction Segment: Custom Results: 14k on 13,000 sends. Remail added another 7k.
  14. 14. How Are We Doing? Want: Customer Feedback Solution: Mini-survey with coupon incentive Results: 13% Response
  15. 15. 100x Increase in Revenue Per Email (RPE)Problem: Need some revenue fastSegment: • RFM =<6 • RA 6/1/11 or after • S=<3 • FA=>2Results: • 15% Higher AOV • 134x Revenue per email • 6.4x Revenue from 1/21st of Customers (compared to Batch N Blast)
  16. 16. How Did I Pull This Off? Windsor Circle Custom Data Feed
  17. 17. The Windsor Circle Promise Bronto Integrated Partner
  18. 18. TipsExclusivityTargetedTest. Test. Test…Get feedbackDiscount sparinglyPhotosScrub carefullyWelcome, thank you seriesRemailConsistent voiceGIVE A CRAP
  19. 19. Thanks… Sean Godier VP, Ecommerce sean.godier@business-supply.com Twitter: @seangodier

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