Advanced Track - ICON14

1. #ICON14 @Infusionsoft
“Using Advanced Data Strategies To Improve
Buying Experience, Conversions, & Lifetime
Customer Value”
Jermaine Griggs
#ICON14 @Infusionsoft

2. #ICON14 @Infusionsoft
My Story

3. #ICON14 @Infusionsoft
• Infusionsoft Ultimate Marketer
2011
• Spoken at the last 7 Infusionsoft
Events
• Most importantly, a happy
Infusionsoft customer and success
story.

4. #ICON14 @Infusionsoft

5. #ICON14 @Infusionsoft
Griggs Quintet on TV!

6. #ICON14 @Infusionsoft

7. #ICON14 @Infusionsoft

8. #ICON14 @Infusionsoft
Pop Quiz

9. #ICON14 @Infusionsoft
Which one of these customers is
more valuable to you?
1 Order,
$1997,
24 months ago
2 Orders,
$299,
One week ago

10. #ICON14 @Infusionsoft
Which one of these customers is
more valuable to you?
2 Orders,
$5000,
24 months ago
2 Orders,
$199,
One week ago

11. #ICON14 @Infusionsoft
Which one of these customers is
more valuable to you?
5 Transactions,
$200k,
48 months ago
3 Orders,
$30k,
3 months ago

12. #ICON14 @Infusionsoft
Recency Is
King!

13. #ICON14 @Infusionsoft
“A recent customer is
more likely to buy again
than a non-recent one”

14. #ICON14 @Infusionsoft

15. #ICON14 @Infusionsoft
What Is A Customer or
Client Anyway?!?

16. #ICON14 @Infusionsoft
A Customer Is…
Someone who:
1. Has done business
with you in the past
1. Is expected to do
business again in the future

17. #ICON14 @Infusionsoft
A Customer Is…
Someone who:
1. Has done business
with you in the past
1. Is expected to do
business again in the future
Historical
Value
Potential
Value

18. #ICON14 @Infusionsoft
Huge
Mistake:
Confusing Historical
Value With
Potential/Future Value

19. #ICON14 @Infusionsoft
Good News:
You’ve got the data to
put both to work for you!

20. #ICON14 @Infusionsoft
RFM Analysis
A way to look at your
database by likelihood to
buy
•Recency – When?
•Frequency – How many?
•Monetary – How much?

21. #ICON14 @Infusionsoft
RFM
2 Orders,
$299,
One week ago
High Recency
Mod Frequency
No Monetary
1 Order,
$1997,
24 months ago
High Monetary
No Recency
No Frequency

22. #ICON14 @Infusionsoft
Potential & Historical Value
• Recency –
Potential/Future Value
• Frequency/Monetary –
Historical/Current Value

23. #ICON14 @Infusionsoft
Low Potential
Low Historical
“Worst Customers”
Low Potential
High Historical
“Best Customers
Gone (Going) Bad”
High Potential
High Historical
“Best Customers”
High Potential
Low Historical
“New Customers”

24. #ICON14 @Infusionsoft
Data Driven
Marketing
Is about knowing who
your real customers are
and how to look at them
based on where they are!

25. #ICON14 @Infusionsoft
How To Automate Recency Tracking

26. #ICON14 @Infusionsoft

27. #ICON14 @Infusionsoft
Recency Tracking Can Be Applied To…
• Purchases
• Subscription Cycles
• Clicks
• Videos Watched
• Flame Growth (Lead Score)

28. #ICON14 @Infusionsoft
For “Recency Tracking” Tutorial, Free Plugins,
26-pg Report, & 4 Free Videos, “How To Harness The
Power Of Automation To Make More While Working Less”
Text the word icon to:
(469) 208-6580
Or visit:
AutomationClinic.com/icon

29. #ICON14 @Infusionsoft
Pop Quiz

30. #ICON14 @Infusionsoft
Which one of these customers do
you spend your limited marketing
dollars on?
2 Orders,
$299,
One week ago
1 Order,
$97,
3 months ago

31. #ICON14 @Infusionsoft

32. #ICON14 @Infusionsoft
Spend
Money
On customers who are
in the process of
changing their behavior
(accelerating or
terminating)

33. #ICON14 @Infusionsoft
Huge
Mistake:
Spending money or
overly incentivizing
customers who were
going to purchase
anyway

34. #ICON14 @Infusionsoft
“The Recency Ladder”
*Works for frequency,
monetary, clicks, etc.

35. #ICON14 @Infusionsoft
How To Automate Frequency Tracking

36. #ICON14 @Infusionsoft
How To Automate Frequency Tracking

37. #ICON14 @Infusionsoft
Collecting Behavioral Data

38. #ICON14 @Infusionsoft
• The Bread Machine Story
38
Amazon + Recency Data

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39
Amazon + Frequency Data

40. #ICON14 @Infusionsoft
Amazon + Frequency Data

41. #ICON14 @Infusionsoft
Amazon + Recency Data

42. #ICON14 @Infusionsoft
Your Own Automated
Amazon System!

43. #ICON14 @Infusionsoft

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Invest the time to set it up…
And let automation & data driven
marketing take your business to
the next level.

46. #ICON14 @Infusionsoft
3 Types Of People
• Those that MAKE things happen
• Those that WATCH things happen
• Those That Are WONDERING What
Just Happened

47. #ICON14 @Infusionsoft
Thank You


48. #ICON14 @Infusionsoft
For “Recency Tracking” Tutorial, Free Plugins,
26-pg Report, & 4 Free Videos, “How To Harness The
Power Of Automation To Make More While Working Less”
Text the word icon to:
(469) 208-6580
Or visit:
AutomationClinic.com/icon