The document discusses marketing analytics and segmentation strategies at The RealReal, an online luxury resale store. It outlines how the company analyzes customer acquisition channels, on-site behavior, and remarketing efforts. Key aspects include flexible segmentation based on lifetime value, product use, and engagement over time. The document also describes how the company evaluates marketing campaigns by observing shifts in customer engagement buckets and purchasing behavior during campaign periods.

1. 1
The Power of Smart
Counting at The RealReal

2. Housekeeping
• We will do Q&A at the end.
• You should see a box on the right
side of your screen.
• There is a button marked “Q&A”
on the bottom menu.
• We will be recording this
• We will send you the recording
tomorrow.
• We will also send you the slides
tomorrow.
RecordingQ&A
Demo
• We will have a demo at the end!

3. 2
Bernice Wong
Head of Business Intelligence
Abby West
Product Manager
Meet the Speakers

4. 4
AGENDA
1.
2.
3.
Marketing Analytics Overview
The RealReal Overview
The importance of knowing
who you’re talking to
4. Q&A

5. 5
TransitionMarketing Analytics Overview

6. THE BASICS
6

7. THE BASICS
6
ROI
Tracking Revenue
Tracking Spend

8. 1
THE BIGGER PICTURE: THREE STAGES
7
Acquisition

9. 1
THE BIGGER PICTURE: THREE STAGES
7
Acquisition
On-site Flow2

10. 3
1
THE BIGGER PICTURE: THREE STAGES
7
Acquisition
On-site Flow2
Remarketing

11. (1) ACQUISITION: CHANNEL ANALYSIS
8
1 Acquisition

12. (1) ACQUISITION: CHANNEL ANALYSIS
9

13. (1) ACQUISITION: CHANNEL ANALYSIS
10

14. (1) ACQUISITION: COHORT ANALYSIS
11

15. (2) ONSITE FLOW: CUSTOMER JOURNEY
12
On-site Flow2

16. (2) ONSITE FLOW: CUSTOMER JOURNEY
13

17. (2) ONSITE FLOW: CONVERSION TRENDS & A/B TESTING
14
Test those hypotheses using A/B Testing
See Outcomes
Mention Lyst
Mention Looker
FORM CHANGE

18. RETENTION & REMARKETING
15
3 Remarketing

19. 19
TransitionMarketing at The RealReal

20. 20
“Our mission is to be the world’s premier online luxury resale store”
– Julie Wainwright, Founder & CEO

22. 22
Use Cases
Flexible Segmentation
Behavioral Segmentation
Segment-Based Campaign
Evaluation

23. FLEXIBLE SEGMENTATION
23
Lifetime value
Product breadth
Milestone dates
Case Example: We would like to extend a special app offer to spark re-engagement.
Who should receive it?

24. FLEXIBLE SEGMENTATION
24
Lifetime value
Product breadth
Milestone dates
Case Example: We would like to extend a special app offer to spark re-engagement. Who
should receive it?
Should we offer it to our best
customers? What is the cut off point?

25. FLEXIBLE SEGMENTATION
25
1 Lifetime value

26. FLEXIBLE SEGMENTATION
26
1 2Lifetime value last 12
months

27. FLEXIBLE SEGMENTATION
27
Lifetime value
Product breadth
Milestone dates
Case Example: We would like to extend a special app offer to spark re-engagement. Who
should receive it?
Should we offer it to our best
customers? What is the cut off point?
Who is on the app? Who could we
drive to the app?

28. FLEXIBLE SEGMENTATION
28
1 2 3Lifetime value Last 12
months
Product Use

29. FLEXIBLE SEGMENTATION
29
Lifetime value
Product breadth
Milestone dates
Case Example: We would like to extend a special app offer to encourage conversion.
Who should receive it?
Should we offer it to our best
customers? What is the cut off point?
Who is on the app? Who could we
drive to the app?
Who is most likely to activate?

30. FLEXIBLE SEGMENTATION
30
1 2 4Lifetime value Last 12
months
Engagement3 Product Use

31. FLEXIBLE SEGMENTATION
31
1 2 4Lifetime value Last 12
months
Engagement3 Product Use
Final
Target
List

32. 32
Use Cases
Flexible Segmentation
Behavioral Segmentation
Segment-Based Campaign
Evaluation

33. BEHAVIORAL SEGMENTATION
33
How does your marketing team view your
universe of users?

34. BEHAVIORAL SEGMENTATION
34
Engaged Buyers
Engaged
Consignors
Lapsing
Consignors
Members
Lapsing Buyers
Lapsed
Consignors
Lapsed Buyers
Engaged
Buyer & Consignor
Lapsing
Buyer & Consignor
Lapsed
Buyer & Consignor

35. BEHAVIORAL SEGMENTATION
35
Engaged Buyers
Engaged
Buyer & Consignor
Engaged
Consignors
Lapsing
Buyer & Consignor
Lapsing
Consignors
Members
Lapsing Buyers
Lapsed
Buyer & Consignor
Lapsed
Consignors
Lapsed Buyers

36. BEHAVIORAL SEGMENTATION
36
Engaged Buyers
Engaged
Buyer & Consignor
Engaged
Consignors
Lapsing
Buyer & Consignor
Lapsing
Consignors
Members
Lapsing Buyers
Lapsed
Buyer & Consignor
Lapsed
Consignors
Lapsed Buyers

37. 37
Use Cases
Flexible Segmentation
Behavioral Segmentation
Segment-Based Campaign
Evaluation

38. CAMPAIGN EVALUATION
38
Case Example: We launched a credit campaign to re-engage customers.
What did we observe in the behavior of our user base over that period?

39. 39
Engaged Buyers
Engaged
Buyer & Consignor
Engaged
Consignors
Lapsing
Buyer & Consignor
Lapsing
Consignors
Members
Lapsing Buyers
Lapsed
Buyer & Consignor
Lapsed
Consignors
Lapsed Buyers
CAMPAIGN EVALUATION

40. 40
Engaged Buyers
Engaged
Buyer & Consignor
Engaged
Consignors
Lapsing
Buyer & Consignor
Lapsing
Consignors
Members
Lapsing Buyers
Lapsed
Buyer & Consignor
Lapsed
Consignors
Lapsed Buyers
CAMPAIGN EVALUATION
1
2

41. CAMPAIGN EVALUATION
41
1. Days since last purchase
2. Days between purchases
last purchase
last purchase - 1
Current size of
engagement buckets
Activity by historical
engagement bucket
last purchase
Campaign
period
Today
Campaign
period
Today
x days
y days
1
2

42. CAMPAIGN EVALUATION: LOOKER DASHBOARD
42
300,000
bought in the last 30
days
200,000
bought in the last
30 - 60 days
100,000
last bought 60+ days
ago
10,000
5,000
5%
5%
illustration:
330,000
bought in the last 30
days
180,000
bought in the last
30 - 60 days
90,000
last bought 60+ days
ago
20,000
10,000
10%
Outside campaign During campaign
10%
5% 10%

43. 43
SO What?
• Know your audience - who are you
talking to?
• Dynamic segmentation is critical -
empower your stakeholders to count on
their own
• Think strategically and creatively about
what and how you are counting
Focus your resources on driving
outsized value

44. Q&A
12

45. Let’s See The Demo!

46. THANK YOU!