What do healthcare, banking, and sports all have in common? These industries are taking data-driven approaches to make better decisions. It’s clear that data will play a huge role in our futures, and commerce brands know that they’re one of the industries that can benefit the most from it. Although most brands have adapted data-driven methodology into their marketing, they’re likely struggling to achieve worthwhile results and tap into its vast potential. Become truly data-driven by not just looking at basic metrics like open and click rates, but diving deeper into data so you can make better, more informed decisions. Going beyond basic marketing data will help you uncover ways to help your eCommerce program grow significantly. We’ll share some simple strategies and playbooks designed to drive increased revenue, customer lifetime value, and repeat purchasers by examining: -What key data to pay attention to so you can reach your goals, and current industry trends -Why and what data is your winning formula for revenue growth, using the SMART goal method -How to properly interpret and take action with the data available to you -Leveraging your ESP for real-time optimization

1. Become data driven
Activate your marketing data
July 29, 2020

2. The team
Answer the question, “Why are we the ones to solve the problem we identified?”
Eric Chebi
Brand Partner Lead
Jennie Fernandez
Enterprise Client
Success Manager
Today’s speakers

3. We make artificial intelligence
accessible and usable for brands
Our AI powered marketing
automation platform helps you
deliver emotive messages to your
customers at the right time, every
time.
RetentionScience.com

4. Today’s goal
Understanding key data and
industry trends. Interpreting
data and using SMART
goals to leverage them in
your marketing campaigns.

5. How did the Oakland A’s almost win the
World Series using data?

6. Key data and industry
trends

7. What are your KPIs? General Industry Trends

8. Data is your winning
formula for revenue
growth

9. Proven Strategy Playbook to Increase Revenue
1 2 3
REVENUE
Grow Consumer Base
Value
Maximize
Engagement
Increase Average
Order
Increase Revenue

10. Proven Strategy Playbook to Increase Revenue
Consumer Base Engagement Average Order
Value

11. Using existing data
- Relevant KPIs and
setting goals

12. Looking at Your Key Metrics Together Tells a Story
➔ Sending the the right offer?
➔ Issues with creative?
➔ Technical website issues?
Consumer Base Engagement AOV Revenue

13. Looking at Your Key Metrics Together Tells a Story
➔ Poor lead quality - generating the right leads
➔ Subject lines
➔ Email frequency - too much, too little
➔ Deliverability
Consumer Base Engagement AOV Revenue

14. Looking at Your Key Metrics Together Tells a Story
➔ Focus on increasing AOV through product bundling
➔ Repeat purchase rate
➔ Lookalike audiences
➔ Increasing CLV
Consumer Base Engagement AOV Revenue

15. Set Goals for Success - Relevant KPIs
➔ Setting your goal, e.g., 20% List Growth over the next Quarter

16. Revenue
Playbook
Part 1
Growing your
customer base

17. ➔ Setting your goals, e.g., increase my list growth by 20%
Proven Strategy Playbook to Increase Revenue
1 2 3
REVENUE
Grow Consumer Base Maximize
Engagement
Increase Average
Order
Increase Revenue

18. Understanding Your Consumer Base
CRAWL WALK RUN FLY
What is the current
consumer count?
How many
consumers are opting
in / out monthly?
What % of consumers
are engaging with the
email program?
Repeat purchase rate?
Average retention rate?
Lifetime value?

19. Growing Your Consumer Base With Quality Leads

20. Compare Consumer Base Growth with opt-ins/outs
Black Friday /
Cyber Monday
Media
Spend
Media
Spend

21. Growing Consumer Base Effectively
➔ Understand what your current net opt-in rate is
➔ Does my media spend lead to quality leads?
◆ Do they convert?
◆ How do I A/B test my media investment
strategies, i.e. creatives, messaging, offers
➔ Analyze the quality of your consumer base
◆ Repeat Purchase Rate
◆ Purchasers vs. Non-Purchasers
◆ LTV
◆ Retention Rate
➔ Is your website optimized for sign-up?
➔ Are you using other channels to collect opt-ins?

22. Are Your Consumers Engaging? Older Consumers?
25-50 percent of most email subscribers are active
25%

23. What percentage of consumers are purchasing?
How many to build a profitable business?

24. Revenue
Playbook
Part 2
Maximizing
engagement

25. ➔ Setting your goals, e.g., increase engagement by 20% this year
Proven Strategy Playbook to Increase Revenue
1 2 3
REVENUE
Grow Consumer Base Maximize
Engagement
Increase Average
Order
Increase Revenue

26. Engagement Metrics - Familiarize and Monitor
➔ eCRM program reach and volume, AKA # of
emails sent
➔ Open Rate
➔ Click Rate
➔ Conversion Rate
➔ Average time to First Purchase
➔ Repeat Purchase Rate
➔ Lifetime Value (Lifetime Value by Acquisition
Source)
➔ % Active Consumers
➔ % Purchasers

27. Campaign Volume & Revenue

28. Increasing Email Volume but Maintaining Open Rate

29. Test Offers - Which Generates the Most Revenue?
$50 off BOGO25% off

30. How Long Till First / Second Purchase?

31. What Percentage of Consumers Buy Again?

32. Revenue
Playbook
Part 3
Increasing AOV

33. ➔ Setting your goals, e.g., increase my AOV from $45 to $60
by the end of the year
Proven Strategy Playbook to Increase Revenue
1 2 3
REVENUE
Grow Consumer Base Maximize
Engagement
Increase Average
Order
Increase Revenue

34. What is my Average Order Value (AOV)?
➔ What is your current AOV?
➔ Has AOV grown over time?
➔ What data points should I
look at in addition to
strictly AOV?

35. Let the Data Help Increase Your AOV

36. Leverage Product Bundling to Increase AOV

37. Select Bundling Ideas & Strategies
(Based on Holidays) to Maximize LTV & AOV

38. Test Different Strategies to Increase AOV
Spend $50, Get $10
Rewards
GWP @ $35 GWP @ $65 GWP @ $45

39. Analyze multiple data points - Insights + Revenue
● Offer
● Creative
● Website
Consumer Base Engagement AOV Revenue
Consumer Base Engagement AOV Revenue
Consumer Base Engagement AOV Revenue
● Incre. AOV - bundling
● Repeat Purchase Rate
● Lookalike audiences
● Increasing CLV
● Poor lead quality
● Subject line
● Email frequency
● Deliverability

40. Summary
➔ Define goals and create plan to reach them
➔ Know what data is available and where to find it
➔ Understand the KPIs that are important to your business
➔ Measure your success on past performance and comparing to industry/vertical
benchmarks
➔ Move from “one-size-fits-all” email program to segmented campaigns when your
list size approaches 100k
➔ Leverage ReSci’s platform as well as POC to effectively take action on your data

41. Questions?

42. Thank you!
AI powered eCommerce
marketing platform
RetentionScience.com
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