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Glossy Forum: Age of E-Commerce | Optimove

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Presented by Yoav Susz

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Glossy Forum: Age of E-Commerce | Optimove

  1. 1. Measuring Your Retention Marketing The Science-First Relationship Marketing Hub
  2. 2. Yoav Susz 02 VP Revenue Yoav_s@optimove.com
  3. 3. Optimove’s Relationship Marketing Hub leverages AI to foster emotionally intelligent relationships that maximize the value of every customer. 03
  4. 4. Goal: 04 Maximize Customer Value
  5. 5. 05 Question: How Do You Attribute Success to Your Customer Marketing Efforts?
  6. 6. 06 Campaign Analysis / Target group: VIP Target group size: Number of customers: 1,000 Offer: 10% discount Channel: Facebook + email Customers who purchased: Avg. spend per customer: Purchase rate: 1,000 295 29.5% 500$ 7 days later Campaign Details Campaign Results
  7. 7. 07 Campaign Analysis / Target group: VIP Target group size: Number of customers: 1,000 Offer: 10% discount Channel: Facebook + email Customers who purchased: Avg. spend per customer: Purchase rate: Total Increase: $100,000 900 290 32% 500$ 7 days later Test: 900 Control: 100 Test Control 100 25 25% 200$ Campaign Details Campaign Results
  8. 8. Selecting the Right KPI to Measure Success // What is the campaign objective? // What would represent good or bad outcomes? // What do you want your customers to do, to meet the objective? // What activities affect customer value? 08
  9. 9. Question: How Do You Scale This Approach? 09
  10. 10. Experiment Design One interaction with one message One interaction with few messages Communication streams 10 Churn Active Reactivation Control T/AControl Test T/B T/C
  11. 11. One interaction with one message 11 TestControl Experiment Design
  12. 12. The Basic Test vs. Control 12
  13. 13. The Basic A/B/N test 13 One Interaction With a Few Message Alternatives Control T/A T/B T/C
  14. 14. 14 One Interaction with a Few Message Alternatives
  15. 15. Competing Strategies Communication Streams //Is my marketing just cannibalizing future revenue? //How can I prove that I’m really moving the needle? // The concept of “forever control” – the only way to measure this scientifically 15
  16. 16. 16 Churn Active 62% 38% Communication Streams
  17. 17. 17 3 Month Campaign Calendar Churn Control stream 20% Test stream 80% 3 Month Campaign Calendar Communication Streams
  18. 18. 18 Churn Active Control stream 20% Test stream 80% Churn 50% 62% 38% Active 50% Communication Streams
  19. 19. 20 Strategy: Divide and conquer to increase campaign uplift
  20. 20. Thanks! Any Questions? The Science-First Relationship Marketing Hub

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