In this webinar presentation, Feifan Wang, the founder of Source Medium (sourcemedium.com), will explain and show how to analyze your data to help you uncover actionable insights to power brand growth into 2021 and beyond. Some of the questions we will seek to answer include: Why should I care about retention & LTV (lifetime value) metrics, and what do they mean for my brand? How can I better understand churned customers and ways to win them back? What marketing channels and products are better at at acquiring new customers vs. retaining existing customers? What marketing channels and products are good for acquiring and retaining loyal customers? How do I measure that loyalty over time? How can I use these insights, alongside customers acquired during BFCM, to fuel sustainable growth into 2021 and beyond?

1. Post BFCM:
Source Medium <> Foxwell Digital

2. Show & tell analytical approaches to better
understand your customers and generate
actionable insights to further boost retention
and LTV metrics for your business.
SourceMedium.com/BFCM2020

3. 04 Q&A
03 Customer-Centric Analysis
02 BFCM 2020 vs. 2019
01 Intro
SourceMedium.com/BFCM2020

4. Feifan Wang
Founder of
Source Medium
Who am I?
SourceMedium.com/BFCM2020

5. Find me
📩
🐦
Get the slides at:

6. Andrew Foxwell
In partnership with
Shane Cicero
Paid Social consulting, auditing, management, and
coaching agency (audited over $18M in 2020).
📩
🎙

7. How does BFCM 2020 compare with 2019?
SourceMedium.com/BFCM2020

8. 10 US-based merchants, similar revenue & growth.
Mix of subscription & non-subscription.
SourceMedium.com/BFCM2020

9. 2019 vs. 2020 - Revenue
SourceMedium.com/BFCM2020

10. 2019 vs. 2020 - Digital Marketing Spend
SourceMedium.com/BFCM2020

11. While revenue grew,
SourceMedium.com/BFCM2020

12. Which means...
SourceMedium.com/BFCM2020

13. 2019 vs. 2020 - Cost per Order
SourceMedium.com/BFCM2020

14. 2019 vs. 2020 - ROAS
SourceMedium.com/BFCM2020

15. Paid channels are more competitive,
SourceMedium.com/BFCM2020

16. 2019 vs. 2020 - Email Receives
SourceMedium.com/BFCM2020

17. 2019 vs. 2020 - Click-to-Open Rate
SourceMedium.com/BFCM2020

18. A lot more sends, much earlier.
SourceMedium.com/BFCM2020

19. 2020 brought record-breaking sales, but...
🥊
🥊
SourceMedium.com/BFCM2020

20. How should
you prepare
for 2021?
SourceMedium.com/BFCM2020

21. Maximize
retention & LTV by…
Developing a nuanced &
data-informed understanding
of your customers.
SourceMedium.com/BFCM2020

22. What are the
benefits of
maximizing
LTV?
SourceMedium.com/BFCM2020

23. - Repeat customers are “free”. (lower
overall Cost per Order)
- Allows for higher CAC target. (it’s
going up in 2021)
- Shift thinking from AOV to LTV. Begin
thinking in “payback period”.
- A retention-centric brand results in
higher customer satisfaction. Your
customers are your best
salespeople.
SourceMedium.com/BFCM2020

24. Actionable insights to
improve retention?
Customer-centric
analysis
SourceMedium.com/BFCM2020

25. Don’t dive into the data
right away….
First come up with
“analytical questions”
SourceMedium.com/BFCM2020

26. SourceMedium.com/BFCM2020

27. How do your churned subscribers behave?
Most customers churn after 2 orders.
SourceMedium.com/BFCM2020

28. How do your churned subscribers behave?
Most subscribers churn after 6-12 months.
SourceMedium.com/BFCM2020

29. SourceMedium.com/BFCM2020

30. 1st vs. Last Order Analysis
What’s working for acquiring vs. retaining customers?
SourceMedium.com/BFCM2020

31. SourceMedium.com/BFCM2020

32. 1st TO Last Order Analysis
How are your customers’ behaviors shifting from their
1st to most recent order?

33. 1st TO Last Order Analysis
How are your customers’ behaviors shifting from their
1st to most recent order?

34. 📩 fei@sourcemedium.com
Mention “FOXWELL” anywhere in the email for an
extended trial and special audit from me.
SourceMedium.com/BFCM2020

35. What about
emails?
SourceMedium.com/BFCM2020

36. SourceMedium.com/BFCM2020

37. Majority convert after...
receiving 6-8 emails & opening 1-4 emails.
SourceMedium.com/BFCM2020

38. SourceMedium.com/BFCM2020

39. Majority convert after…
Receiving 1-7 campaign emails or 6-8 flow emails.
SourceMedium.com/BFCM2020

40. Slice the data in ways
that are actionable for
your team
Eg. products, promo codes,
geographic locations,
subscription status.
SourceMedium.com/BFCM2020

41. Overwhelmed by data?
Start from attainable
business outcomes
before spending time
on heavy analysis.
SourceMedium.com/BFCM2020

42. Examples of North
Star Retention KPIs

43. LTV = Cohort Cumulative Revenue / Cohort Size
LTO = Cohort Cumulative Orders / Cohort Size
Translation: how well do you monetize groups of customers over time?

44. Repurchase Rate = Repeat Customers / Total Customers
Translation: what percentage of your business comes from
repeat purchasers?

45. Taking Action
SourceMedium.com/BFCM2020

46. 📩 fei@sourcemedium.com
Mention “FOXWELL” anywhere in the email for an
extended trial and special audit from me.
SourceMedium.com/BFCM2020

47. Q&A
📩
Get the slides at:

48. Answer complex analytical questions