Shoppers are increasingly price conscious and take advantage of offers across channels like email and mobile. Marketers need to track customers' full journeys across channels to understand marketing ROI and optimize spending. Having a unified view of customer interactions and spending allows companies to improve customer lifetime value by providing personalized experiences. Data-driven marketing requires measuring three key stages: attribution to understand which channels influence purchases, optimization to see which channels customers use prior to buying, and tracking the complete customer journey.

1. Marketing To The
Price-Conscious
Multi-Channel Shopper

2. Erik Charles
Senior Director Marketing
CAKE
Jordan Cohen
CMO
Fluent

3. Agenda
The Retail Landscape
Marketing Funnel
Engagement Strategies
Customer Lifetime Value
Analytics Don’t Lie
1
2
3
4
5
Q & A6

4. Shoppers today are more
price conscious than ever!

5. They are taking advantage of offers
• 80% of American adults with
children redeem coupons
• 73% without children take
advantage of offers available
to them

6. …Across all channels
More affluent households ($60k-$80k the most) take advantage of
email and mobile

7. Digital Shoppers take most advantage of sales…they’re your “MVC”s

8. Tips & Tricks
for Growing the Top of your
Marketing Funnel

9. Tip #1 Make signing up a primary Call to Action

10. Tip #1 Make signing up a primary Call to Action

11. Tip #1 Make signing up a primary Call to Action

12. Tip #2 Everyone Loves a Sweepstakes

13. Tip #3 Validate All New Sign-ups:
Reduces Errors & Optimizes Deliverability

14. Tip #3 Validate All New Sign-ups
Reasons for Data Inaccuracy

15. Tip #4 Collect the Right Data for
Personalization
Don’t collect too much in one bite!

16. Tip #4 Collect the Right Data for Personalization

17. Tip #4 Collect the Right Data for Personalization

18. Tip #4 Collect the Right Data for Personalization

19. Source: Experian, “Why birthday emails should be a part of every
marketer’s program”, July 31, 2014
Tip #4 Collect the Right Data for Personalization

20. Tip #5 Leverage Innovation
In 3rd Party Customer
Acquisition Technology

21. Registra)on
Content
Tip #5 Leverage Innovation in 3rd Party Customer Acquisition
Technology

22. Home Page Registration Survey Full Page Ad
Tip #5 Leverage Innovation in 3rd Party Customer Acquisition
Technology

23. Home Page Registration Survey Full Page Ad
Tip #5 Leverage Innovation in 3rd Party Customer Acquisition
Technology

24. The Omniquire™ Opportunity

25. Email is the only digital ID tied to a real person

26. Fluent acquires millions of email opt-ins with full
PII and marketing consent

27. And builds robust profiles by leveraging
customizable real-time surveys

28. And develops deep insights into each individual
shopper

29. Omniquire™ approach gives brands touchpoints
into every channel

30. Omniquire™ approach gives brands touchpoints
into every channel

31. Omniquire™ approach gives brands touchpoints
into every channel

32. Omniquire™ approach gives brands touchpoints
into every channel

33. Omniquire™ approach gives brands touchpoints
into every channel

34. Omniquire™ approach gives brands touchpoints
into every channel

35. Omniquire™ approach gives brands touchpoints
into every channel

36. “82.2% of marketers do
not have the ability to
measure cross-channel
performance or return
on investment.”
Laurie Sullivan
Multichannel Marketing

37. The Retail Executive’s Priorities
Shopping
Retail Executives are faced with
two seemingly conflicting
initiatives:
1. Grow top line revenues &
Increase the average
customer lifetime value
2. Do this with tighter budgets
that are under constant
scrutiny
Data-driven retailers are 33% more
likely to tailor each interaction based
on shopper needs.
-Aberdeen Group

38. What Challenges Do Retailer’s Encounter?
Fragmented Marketing Tech Stacks +
Separate Data Silos run by different users =
No Cross-Channel Measurement =
1. No Digital Marketing ROI
2. No Lifecycle Marketing
3. No holistic view of all shopper
interactions
4. Inability to address each shopper’s
needs

39. Data-driven retailers are more successful in meeting customer
needs as well as achieving operational efficiencies in their supply chain
management activities.”
-Aberdeen Group
“Data-Driven Retail: The Path To Maximize The Shopper Experience” Report
“
Creatives vs Quants

40. 3 Key Stages of Analysis:
Mobile
Display
Video
Social
Search
Shopping
Affiliate
Engagement
Tracking: 82.2% of performance marketers do not
have the ability to measure cross-channel
performance or return on investment.
Do you track your customers’ journeys?
Attribution: $137.5 billion is spent on digital
advertising.
Do you know the ROI of every dollar you’ve spent?
Optimization: Digital interactions influence 36 cents
of every dollar spent in retail stores, totaling $1.1
trillion annually.
Do you know which channels your customers
interact with before they decide to buy?

41. What needs to change?
• Track the Complete Journey
• Anonymous Web Surfing
• Prospect Nurturing
• Customer Lifetime Value
• Attribution for Every Step
• Give credit as appropriate
• Don’t lose sight of the value and
cost of each touch
• Measure and Optimize Digital
Marketing activity and
allocations

43. Real-Time Actionable Insights Are Paramount
CAPTURE customer feedback and
customer BEHAVIOR in real-time.
What is an actionable behavior?
• Adding an item to a shopping cart
• Clicking on an item
• Downloading a coupon

44. RIGHT Person with the RIGHT Coupon
Targeted Campaign Control
Target shoppers with real-time
optimization of location, device
and custom targeting with traffic
caps
Voucher Code Support -
upload and track unique
coupons by source using
advanced attribution
options.

45. Applied: Real Time + Coupon Change
Retailer notices sunglasses are quickly selling!
Then receives an alert that stock is low:
Real-time analytics would allow them to:
• Order more to match the demand <or>
• Adjust the price to match the demand (kill the coupon, raise the price) <0r>
• Re-Direct to a different product
Marketers need to be Proactive instead of Reactive or their margins will crumble

46. Tracking the Success of your Offers

47. The 3 “Cs” – Creative, Channel, Coupon

48. Deep Dive: How do different combos perform?
Display Mobile Social Search eMail
Creative A
Coupon 1
Creative B
Coupon 2
Creative C
Coupon 3

49. Applying Deeper Math
Track and Adjust
your marketing
spend until your
TCA is optimized
with your CLV.
Wait, What?

50. Know the True Cost of Customer Acquisition
True Cost of Acquisition:
The cost of ALL tracked marketing touches
a single customer took that generated a
lead.
Problem: Most firms only measure the
Cost of the the last click!

52. Growing Customer Lifetime Value
• Customer Satisfaction
• Good Customers
• Tailor Product/Offerings
• Good User Experience
• Build Habits
• Make Metric Driven
Decisions

53. Calculating Customer Lifetime Value
81% of retail executives would like to improve customer lifetime
value”
-Aberdeen Group
“State of CEM Market 2014: It’s All About Better Use Of Customer Data”
“

54. Mobile
Display
Video
Social
Search
Shopping
Affiliate
Engagement
Ac;onable
Marke;ng
Intelligence
Bring all Data Together to Make Decisions

55. Final Step: Keep the Data at Your Fingertips

56. Key Takeaways:
It’s easiest to grow the top of your funnel by making a good first
impression to your audience, and making signing up a primary CTA.
Consumers are more likely to opt-in when the focus is on price,
and the content is personal
Check your 3 Cs: Channel, Coupon & Creative
Balance Total Cost of Acquisition with Customer Lifetime
Value
Don’t overwhelm users with too many fields, or they will
abandon.

57. Q + A
Erik Charles
echarles@getCAKE.com
949.548.2253 x227
Twitter: @erikchaz
www.getcake.com
Jordan Cohen
jcohen@fluentco.com
646.647.2967
Twitter: @jcohen808
www.fluentco.com