Rakuten Germany is changing their marketing strategy from a channel-specific approach to a multichannel approach in order to improve the customer journey. In response, the company is building a growth marketing team whose target is to grow KPIs influencing the whole customer journey. In his presentation, Sebastian Rasterhoff will reveal how this team was built and their marketing results. PRESENTER Sebastiaan Rasterhoff, Head of Growth, Rakuten

1. GROWTH MARKETING STRATEGY
Data Driven Marketing

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4. Rakuten
Ecosystem

5. Rakuten Global Membership*
Over 1 billion members

6. BELIEVE IN THE FUTURE

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 3rd Marketplace in Germany
 More than 24M products
 Offices in Berlin and Bamberg
 150 employees
 1M Rakuten Members

8. IMPROVE THE CUSTOMER
JOURNEY
Growth Marketing strategy
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9. The customer journey
9
$
repeat
old focus
new focus

10. MARKETING TECH STACK &
SETUP
Growth Marketing strategy
10

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RAT
Real-time
exploration
Batch
processing
Datawarehouse
Tracking &
Tagging
Data
Processing
Data
Visualisation
Marketing
Tools

12. Dynamic segmentation
12
Visitor
Buyer
>1 orders AOV
High
Medium
Low
1 order AOV
High
Medium
Low
Non-buyer
> 1 Visit Engagment
Engaged
Disengaged
1 visit Engagment
Engaged
Disengaged
Bouncers

13. USE CASES
Growth Marketing strategy
13

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Single Buyers
DOI
Guest/Member
Welcome Email
Onsite
Notification
Paid
No DOI
Guest/Member
Service Email
Onsite
Notification
Newsletter Paid
See/think
Care
Do

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Tracking &
Tagging
Data
Processing
Data
Visualisation
Marketing
Tools

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21. KPI Improvements
21
KPI Non-Audience Audience Impact
CTR 1,30% 2,05% 47%
CVR 1,27% 3,30% 62%
CPG 9,8% 2,60% 74%
AOV €90,- €115,- 22%

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