Slcsem slides 3 20-13

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Slcsem slides 3 20-13

  1. 1. Analytics and AttributionSLCSEM 3/20/2013
  2. 2. • $4.2 Billion Company• 2nd Largest Self Storage Company in USA• 2500 Employees• 937 Locations• Largest publically held company headquartered inUT
  3. 3. Where We’re Going• Cross Channel Attribution Application• Leveraging analytics data for real timedecisions
  4. 4. Swim Lane Marketing
  5. 5. Where’s the Data?
  6. 6. Data IntegrationSocial Media Scores & DataSocio-Demographic DataWebsite AnalyticsCMSPaid SearchPhone ConversionsCall CenterSEO RankingsCustomer SurveysExpensesCompetitive DataBingGoogleEmailCensus DataPricing & Promotion DataDataWarehouse
  7. 7. How It Helped Mobile0%20%40%60%80%100%Jan12Feb12Mar12Apr12May12Jun12Jul12Aug12Sep12Oct12Nov12Dec12Jan13SpendDesktopMobile
  8. 8. LTV Seasonality0200400600800100012001400050010001500200025002 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53MeanLTV/MedianLTVCustomerCountWeek NumberLifetime Value (Rent * Length of Stay) adjusted for increasesCustomer Count Mean LTV Median LTV
  9. 9. 94303LTV $1037Find the Most Valuable Customers94025LTV $96394301LTV $103394303LTV $1037
  10. 10. Segment By: DemographicAGE LTV25-35 -12%35-45 +2%45-55 +10%55-65 -6%65+ +7%AGE LTV25-35 -8%35-45 +3%45-55 -5%55-65 -1%65+ +8%
  11. 11. Segment By: Demographic45-55-5%45-55+10%
  12. 12. 45-55+10%Segment By: Demographic
  13. 13. Analytics and AttributionSLCSEM 3/20/2013Cameron Urrycurry@extraspace.com@cameronurry

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