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Post BFCM:
Source Medium <> Foxwell Digital
Show & tell analytical approaches to better
understand your customers and generate
actionable insights to further boost retention
and LTV metrics for your business.
SourceMedium.com/BFCM2020
04 Q&A
03 Customer-Centric Analysis
02 BFCM 2020 vs. 2019
01 Intro
SourceMedium.com/BFCM2020
Feifan Wang
Founder of
Source Medium
Who am I?
SourceMedium.com/BFCM2020
Find me
📩
🐦
Get the slides at:
Andrew Foxwell
In partnership with
Shane Cicero
Paid Social consulting, auditing, management, and
coaching agency (audited over $18M in 2020).
📩
🎙
How does BFCM 2020 compare with 2019?
SourceMedium.com/BFCM2020
10 US-based merchants, similar revenue & growth.
Mix of subscription & non-subscription.
SourceMedium.com/BFCM2020
2019 vs. 2020 - Revenue
SourceMedium.com/BFCM2020
2019 vs. 2020 - Digital Marketing Spend
SourceMedium.com/BFCM2020
While revenue grew,
SourceMedium.com/BFCM2020
Which means...
SourceMedium.com/BFCM2020
2019 vs. 2020 - Cost per Order
SourceMedium.com/BFCM2020
2019 vs. 2020 - ROAS
SourceMedium.com/BFCM2020
Paid channels are more competitive,
SourceMedium.com/BFCM2020
2019 vs. 2020 - Email Receives
SourceMedium.com/BFCM2020
2019 vs. 2020 - Click-to-Open Rate
SourceMedium.com/BFCM2020
A lot more sends, much earlier.
SourceMedium.com/BFCM2020
2020 brought record-breaking sales, but...
🥊
🥊
SourceMedium.com/BFCM2020
How should
you prepare
for 2021?
SourceMedium.com/BFCM2020
Maximize
retention & LTV by…
Developing a nuanced &
data-informed understanding
of your customers.
SourceMedium.com/BFCM2020
What are the
benefits of
maximizing
LTV?
SourceMedium.com/BFCM2020
- Repeat customers are “free”. (lower
overall Cost per Order)
- Allows for higher CAC target. (it’s
going up in 2021)
- Shift thinking from AOV to LTV. Begin
thinking in “payback period”.
- A retention-centric brand results in
higher customer satisfaction. Your
customers are your best
salespeople.
SourceMedium.com/BFCM2020
Actionable insights to
improve retention?
Customer-centric
analysis
SourceMedium.com/BFCM2020
Don’t dive into the data
right away….
First come up with
“analytical questions”
SourceMedium.com/BFCM2020
SourceMedium.com/BFCM2020
How do your churned subscribers behave?
Most customers churn after 2 orders.
SourceMedium.com/BFCM2020
How do your churned subscribers behave?
Most subscribers churn after 6-12 months.
SourceMedium.com/BFCM2020
SourceMedium.com/BFCM2020
1st vs. Last Order Analysis
What’s working for acquiring vs. retaining customers?
SourceMedium.com/BFCM2020
SourceMedium.com/BFCM2020
1st TO Last Order Analysis
How are your customers’ behaviors shifting from their
1st to most recent order?
1st TO Last Order Analysis
How are your customers’ behaviors shifting from their
1st to most recent order?
📩 fei@sourcemedium.com
Mention “FOXWELL” anywhere in the email for an
extended trial and special audit from me.
SourceMedium.com/BFCM2020
What about
emails?
SourceMedium.com/BFCM2020
SourceMedium.com/BFCM2020
Majority convert after...
receiving 6-8 emails & opening 1-4 emails.
SourceMedium.com/BFCM2020
SourceMedium.com/BFCM2020
Majority convert after…
Receiving 1-7 campaign emails or 6-8 flow emails.
SourceMedium.com/BFCM2020
Slice the data in ways
that are actionable for
your team
Eg. products, promo codes,
geographic locations,
subscription status.
SourceMedium.com/BFCM2020
Overwhelmed by data?
Start from attainable
business outcomes
before spending time
on heavy analysis.
SourceMedium.com/BFCM2020
Examples of North
Star Retention KPIs
LTV = Cohort Cumulative Revenue / Cohort Size
LTO = Cohort Cumulative Orders / Cohort Size
Translation: how well do you monetize groups of customers over time?
Repurchase Rate = Repeat Customers / Total Customers
Translation: what percentage of your business comes from
repeat purchasers?
Taking Action
SourceMedium.com/BFCM2020
📩 fei@sourcemedium.com
Mention “FOXWELL” anywhere in the email for an
extended trial and special audit from me.
SourceMedium.com/BFCM2020
Q&A
📩
Get the slides at:
Answer complex analytical questions

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Post BFCM: Uncovering Data Insights To Fuel Your Brand (Or Clients’) Growth in 2021 & Beyond