According to Hunch, from the beginning of this year and until July 2021, advertising costs have increased across all major social media platforms: Facebook had an 89% increase, while the average CPM was $11; Google and YouTube with up by 108%; TikTok has a 92% increase; Snapchat with “the lowest” 64% increase.

1. Three audiences to
focus on this BFCM.

2. Three audiences to
focus on this BFCM.
+ A little something

3. Who am I?
Juliana Jackson
Customer Marketing & Community
Manager @ CXL

4. I’ve been around in
ecommerce for a
while...

8. Agenda
Overview IOS 14.5
Three
audiences
Issa
Wrap
+ A little something

9. Overview
1. 2020
2. Acquiring new customers
3. The global supply chain nightmare is about to get
worse

10. 2020

11. Acquiring new
customers
According to Hunch, from the beginning of this
year and until July 2021, advertising costs
have increased across all major social media
platforms:
Facebook had an 89% increase, while the
average CPM was $11;
Google and YouTube with up by 108%;
TikTok having a 92% increase;
Snapchat with “the lowest” 64% increase.

12. Shipping?
- port congestion
- container shortages
- rail congestion
- labor shortage

13. iOS14.5 - What changed?
- Targeting
The issue with retargeting is fairly obvious—since the vast majority of iOS users are opting out of tracking, this means your retargeting
audiences are going to be a lot smaller. Additionally, Lookalike audiences that are based on a data source, often Pixel conversions (like
Purchases or Leads) also aren’t being tracked correctly anymore.
- Reporting
Advertisers have relied on Facebook Pixel conversion metrics like ROAS and CPA to determine the success of their campaigns. With the
release of iOS 14.5, most advertisers have seen wild inaccuracies in these metrics.
- Optimization
Advanced Facebook advertisers have relied on the algorithm to help optimize their campaigns. Basically, you feed the algorithm
data—conversions from your ads—and it automatically serves ads to people who are similar to those who’ve already converted. With iOS
14.5 this doesn’t work that well anymore.

14. Now, let’s go into
the good stuff.

15. Three audiences to focus on this BFCM
1. Subscribers
2. First time buyers
3. Facebook lookalike audiences, using advanced segmentation

16. Case Study:
Subscribers

20. So what to do to convert
current and future
subscribers?
PS: This process should ideally start in July-August.

21. Case Study:
First time buyers
Image credit: Art + Marketing

22. Consider this when you
select your first time buyers
segment
- They have a positive NPS score
- They have received their previous
product they have ordered from you
- They do not have open cases with your
customer support

23. Case Study:
Facebook
Lookalike Audiences
Image credit: magidx

24. iOS 14.5 and lookalike
audiences
Image credit: Hellotech

25. Segment you customer data
- Highest CLV customers - using RFM Segmentation
- Highest CLV products
- Highest CLV channels
- Highest CLV location
- Evaluate best past cohorts

26. What stops you from being successful?

27. What stops you from being successful?

28. That’s why created Playbooks.

29. Issa wrap
● Ios14.5 should inspire you to improve your Customer Experience more and focus on collecting better data
and building better processes.
● Subscribers are the most underrated element of your customer database.
● Acquiring better customers means spending budgets wisely on customers that are more likely to become
repeat customers. To increase your chances of generating repeat purchases after BFCM, you need to nail the
customer experience from the first order.
● The first impression sets the tone for your future relationships. With BFCM approaching, now it’s the perfect
time to set up a post-purchase flow.
● Stop discounting for BFCM. Everyone is doing it. If you want to differentiate yourself, surprise them with in
time delivery, better customer service, and keeping up on your promises.

30. Thank you.
juliana@cxl.com