Each client’s customer, marketing efforts, products, are different. It takes advanced analytics and machine learning to understand and predict preferences and behaviors. Discover the most effective strategies that top brands are using to increase CLV with a holistic view of other channels to inform their integrated media strategy.

1. 11:00 – 11:45am PST 12:30 – 1:15pm PST
Today’s Timeline
11:45am – 12:30pm PST
Unlock Your Brand’s Maximum Potential with
Data Analytics
TINUITI & TABLEAU
PRESENTS:
How To Unify Data with
Bespoke Dashboards for True
Insights
1:15pm – 2:00pm PST
TINUITI & DATAROBOT
PRESENTS:
Leveraging Media Mix Modeling
to Drive Performance Marketing
Results
TINUITI & OBSERVEPOINT
PRESENTS:
Build a Foundation for Data
Integrity with Analytics Auditing
TINUITI & SNOWFLAKE
PRESENTS:
Actionable Steps to Increase
CLV Across Your Integrated
Media Strategy
1

2. July, 2020
Actionable Steps to Increase CLV Across
Your Integrated Media Strategy
Unlock Your Brand’s Maximum Potential with Data Analytics
2

3. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator
3

4. Today’s Speakers
Annica Nesty
Senior Director of Analytics &
Marketing Science
Ganesh Subramanian
Director of Product Marketing
4

5. 5
1. What is Customer Lifetime Value (CLV)
2. The Data and Tech You Need to Drive CLV
3. Real-World Stories from Tinuiti
4. Case Study: How Rue La La Increased CLV
Agenda

6. Poll Question
How would you characterize the use of
CLV in your organization?
● We don’t have a definition of CLV
● We’re looking into different ways to measure and increase CLV
● We leverage CLV, but unsure if the data is accurate/clean
● Confident with the data and measurement of our CLV model
6

7. The key questions are:
1. Which 20%?
2. How will you identify and engage
them, to grow your business?
Why is CLV important?
Gartner says, 80% of a company's future profits come from ~20% of its existing
customers.
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8. 8
How to Improve CLV

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Things We Hear from Clients:
● Are we spending too much to acquire customers?
● How can we acquire more loyal, high-frequency customers?
● Which channels engage our highest value customers?
What We Offer:
An analysis (deliverable of a research deck) of a brand’s CLV and how it can
impact marketing efforts
Why is This Important?
Knowing your average customer lifetime value and the inputs that impact it is
officially table stakes in today’s digital marketing landscape. Customer
acquisition costs (CAC) and lifetime values (CLV/CLV) informs all media and
growth investments so your marketing dollars go farthest.
Solution: Customer Lifetime Value
Customer/
Prospect ID
B-Type CAC CLV
1 Small $1500 $500
2 Large $980 $15,459
3 Medium $3000 $1,789
4 Large $298 $22,452
5 Medium $678 $6,467
Sample Output
Incorporating Customer Lifetime Value in Marketing Strategy

10. Steps to Increase/Improve CLV
Measure & Monitor
CLV
Identify value
segments
Deliver targeted
and personalized
marketing content
Increase sales per
order
Increase sales over
time
Reduce marketing
cost
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11. 11
Customer Lifetime Value (CLV) Overview
Customer Lifetime Value is a monetary value that represents the amount of revenue or profit a customer will
give a company over the period of the relationship
How to identify the most profitable customers?
How to segment profitable customers?
How much to spend to acquire customers?
Optimization &
Simulation across
scenarios
Develop, train
and test models
Collect, explore and
analyze data historical
transaction behavior and
trends, promotional activity,
seasonality, and other
external factors such as
economic conditions and
weather patterns etc..
Define objectives and
plan
CLV
$

12. 12
CLV Business Impact
34% of the marketers they surveyed were “completely aware of the term CLV and its connotations.”
24% of respondents felt their company was monitoring CLV effectively.
Source: The State of Customer Lifetime Value Report, Criteo
We are happy to know you, and happy to grow you.
Increase Demand
Generation
Estimate prospective clients CLV and strategically
improve targeting to increase the conversion of high
value leads
Improve Marketing
Optimization
Measure the impact of marketing on demand across
channels and by campaign. Optimize conversion cycle by
determining the loss in value across each stage.
Actionable
Consumer Insights
Know the value of your customers and their churn risk,
create value segments, understand their profile and CLV
across channels
Reduce
Marketing Cost
Determine the amount of money that can be spent on
acquiring and retaining a customer

13. 13
Know The Value of Your Customers
Future CLVHistorical CLV
Time
Value ($)
Customers CLV
1 2
Prospects CLV3

14. 14
Historical CLV Estimation Approach
Active
$100$75
Customer Lifetime Value
Total Margin
Customer
Tenure
Acquisition
CostX -

15. 15
Future CLV Overview
Price
FutureHistorical
Churn Risk
Weather
Macroeconomic
Conditions (ex: CPI,
COVID -19)
Historical
Transaction Behavior
Promotions Products

16. 16
Data Requirements
Transaction Activity
Channel Level Interactions
Customer Tenure
Revenue
Margin
Purchase Frequency
Churn Risk
Campaign Level Interactions
Product Purchase details
Conversion Journey
Demographics
Age
Income
Home Value
Lifestyle
Psychographics
Geographics

17. 17
The Data and Tech You Need to Drive CLV

18. 18
Martech Explosion is Creating Fragmented Data

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Fragmented Data Leads to Conflicts Across IT and Marketing
“It’s painful tuning and
maintaining legacy systems
(e.g., indexes, stats, rollups).”
“It’s just a change field... oh,
and this rule logic is no longer
relevant.”

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Fragmented Data Leads to Conflicts Across IT and Marketing
“Why is it so hard to include just
one more data source?”
“Modeling structured and
semi-structured data is really
tough, especially in 1 system.”

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Fragmented Data Leads to Conflicts Across IT and Marketing
“We’re adding rich, streaming
data so I’ll need more capacity
and power soon!”
“Resizing the warehouse will
take days... we’re pausing some
processes to maintain
performance.”

22. 22
Fragmented Data is Holding Marketing Teams Back
Unable to measure ROI
across customer touch
points and channels
Unable to enrich customer
profiles for targeting and
deep segmentation
Unable to optimize timing
and personalization of
customer engagement

23. 23
Break Down Customer Data Silos
INTEGRATE
SOURCES
STORE
CENTRALLY
ENABLE
SHARING
1 2 3

24. © 2020 Snowflake Inc. All Rights Reserved
Snowflake Technology Partner Ecosystem 1
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25. © 2020 Snowflake Inc. All Rights Reserved 25
Data Integration Considerations
1
COVERAGE
SIMPLICITY
SPEED
Has pre-built connectors to all of your marketing data
Ability to add new sources with clicks, not custom code
Pre-approved vendors to decrease time to value

26. © 2020 Snowflake Inc. All Rights Reserved 26
Snowflake Data Marketplace
1
Live, ready-to-query data;
no copying or moving
Only data marketplace
with personalized data
Globally available, across
clouds
Don't move data. Access real-time data where it already lives.

27. © 2020 Snowflake Inc. All Rights Reserved 27
Power Customer 360° With Data Cloud
2
One Platform for
all Customer Data
Many
Workloads
Scale and
Performance
Internal and external data
Semi-structured data
High-volume data
Flexible schema
Scale up and down
Concurrency
Automatic optimizations
Business Intelligence
Ad hoc analysis
Data science
Personalization
Data integration and sharing

28. © 2020 Snowflake Inc. All Rights Reserved 28
Traditional Ways of Sharing Data
2
Traditional Methods
Copy and move data
Costly to maintain
Data is delayed
Error-prone
Unsecure, once data is moved
● Copying files in FTP/ cloud buckets
● Building, Maintaining & Calling APIs
● ETL pipelines
● Data marts
Gaps
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29. © 2020 Snowflake Inc. All Rights Reserved 29
A Better Way to Share Data
2 3
Single live, copy of the data
Secure Data Sharing
No moving, no copying
Live data, no delays
Share personalized, secure views
Governed, revocable access
Globally available, cross-cloud
Differentiators

30. 30
Real-World Stories from Media

31. Tinuiti Analytics & Marketing Science
31
CLV Case Study
Key Questions:
● What are the value segments that exist within the
customer bases?
● What are the characteristics of high value
customers?
● How much should I invest to retain or win back
my customers?
● What marketing channels are most effective to
reach each value segment?
Background:
Our client was in the process of optimizing their marketing
program. They wanted to better understand the
transaction behavior or profiles of their customers to plan
and create strategy that will be used to increase customer
engagement and reduce retention. Our client turned to
Tinuiti to measure and define value segments across their
base.
Client: Omni-channel (ecommerce and retail) fashion brand

32. Tinuiti Analytics & Marketing Science
32
CLV Case Study
Client: Omni-channel (ecommerce and retail) fashion brand
Strategy:
For Tinuiti to design a solution that answers the client
business questions, we began a data collection process
of the last 12 months of historical transaction level data
from their CRM and POS systems into our Mobius
platform.
We explored the typical purchasing journey across
customers. This included evaluating frequency and
recency of purchase, time between purchases, churn
rates and value over the last 12 months.
Using the machine learning to unlock the customer
insights in the data we defined a historical customer
lifetime value score for each customer and high, medium
and low value segments across the client customer base.
Typical Purchasing Journey

33. Tinuiti Analytics & Marketing Science
33
CLV Case Study
Results:
Using the historical CLV score and
High|Medium|Low value segments, we
were able to profile the characteristics of
buyers across media channels, product
affinity, churn likelihood, offer redemption
and media campaigns .
This was used to launch strategic plans
that re-energized their marketing
programs aimed at keeping customers
engaged and to help migrate and nurture
customers from lower value to higher
value segments. We were able to easily
track the effectiveness of these new
initiatives by monitoring the migration of
customers across the value segments
Data has been blinded
Potential
Loyalist
0.4%
High Value segments - maintain and grow
● Champions - best customers
● Loyal Customers
Medium Value Segments - that need
nurturing
● Potential Loyalist
● New Customers
● Promising
● Needs Attention
Low Value segments - Most likely to churn
● Former Loyalist - opportunity to
re-engage
● At Risk

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How Rue La La Increased CLV

35. © 2020 Snowflake Inc. All Rights Reserved 35

36. © 2020 Snowflake Computing Inc. All Rights Reserved
● Separate silos for transaction and engagement data
● Unable to drive site traffic and conversion
● Unable to optimize inventory and improve margin
● Stale analytics due to data fragmentation
● Delays and stalls in data science due to concurrent use
● Excess time and resources spent on managing infrastructure vs. analytics
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Fragmented Data Holding Back Growth, Margin, and CX

37. © 2020 Snowflake Computing Inc. All Rights Reserved
● Power personalization with visibility to
engagement and orders, across email, mobile,
app, and desktop
● Make better buying and pricing decisions with
comprehensive data on product conversion rates
● Increase analyst and engineering productivity
by reallocating time spent on managing
infrastructure to strategic activities
● Reduce costs by only paying for resources when
they are being used
Integrated Cloud Data Platform
Site Activity
Email Activity
Internal / Order Data
Streaming
Daily
Hourly
Reporting and
Analytics
Cloud Data Platform
Data Marketplace
Geolocation | Census |
Demographic | Covid19
Data Science
Real-Time
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Integrated Data Drives Business Outcomes

38. © 2020 Snowflake Computing Inc. All Rights Reserved
Use Case: Identify top performing brands and engage users to increase CLV
Identified that
majority of black
friday new member
acquisition driven by
1 brand
1
Discovered that mobile
app usage of these
members is lower than
general population
2
Members with mobile app
downloads visit 3x+ more
than others
3
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39. Key Takeaways
CLV is key to maintaining existing customers and
optimizing new customer acquisition programs
Integrating data is key to identifying key segments,
assessing LTV, and driving personalized engagement
Build your tech stack to remain agile. The only thing certain
these days is change
CLV determines the health of your brand relationship with
its customers
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40. https://bit.ly/3fcU01m Schedule Your 1:1
Strategy Evaluation
40

41. Schedule an analytics consultation

42. Live Q&A
Annica Nesty
Senior Director of Analytics &
Marketing Science
Ganesh Subramanian
Director of Product Marketing
42

43. THANK YOU!
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