SlideShare a Scribd company logo

Marketing to the Customer Life Cycle

Debra Ellis
Debra Ellis
Debra EllisPresident at Wilson & Ellis Consulting

Customer dynamics have been permanently altered by the Internet. Companies are discovering that a high percentage of their new customers are hit-&-runners who buy and leave. Creating a marketing strategy based on individual customer types and buying preferences increases lifetime value, lifespan, and profitability.

Marketing to the Customer Life Cycle

1 of 18
Download to read offline
Marketing to the Customer Life Cycle Presented by: Debra Ellis @wilsonellis
Customer Life Cycle Newbies Hit & Run Discount Active Rising Stars Falling Stars Platinum
Customer Dynamics $998.72 $1,041.75 $ 902.30 $ 848.32 Lifetime Value (Gross) 3.4 3.5 3.3 3.2 Avg Ord/Act Customer $205.73 $208.35 $ 180.46 $ 169.66 Avg $/Active Customer 94.7% 99.6% 111.8% 109.9% Attrition Rate 70.7% 57.6% 51.9% 48.0% Acquisition Rate 62,971 56,824 52,485 47,083 Last Purchase 47,313 49,960 50,174 44,874 First Purchase 26,093 41,751 48,651 50,926 Active 2009 2008 2007 2006 Customers:
First Purchase 444.59 8.4 $214.45 12.5 $98.95 76.2 Overall $365.73 2.5 $234.67 8.4 $96.72 86.5 2009 $404.67 6.7 $220.57 12.7 $101.54 77.8 2008 $456.66 10.3 $208.01 14.1 $100.00 72.6 2007 $466.46 12.2 $207.09 13.7 $97.10 71.1 2006 Avg Sales % Avg Sales % Avg Sales % Year Buyers Twotimers Onetimers
Last Purchase $722.77 22.5 $211.13 14.0 $98.89 60.6 Overall $953.98 32.6 $218.68 13.6 $96.73 50.7 2009 $617.29 22.9 $214.14 14.7 $101.58 59.3 2008 $568.50 17.8 $209.21 14.6 $99.84 64.9 2007 $534.95 15.2 $200.17 12.9 $97.00 69.1 2006 Avg Sales % Avg Sales % Avg Sales % Year Buyers Twotimers Onetimers
Profile Customers Newbies Hit & Run Discount Active
Ad

Recommended

Customer life cycle management and email
Customer life cycle management and emailCustomer life cycle management and email
Customer life cycle management and emailTamás Kálmán
 
Navigating the customer lifecycle
Navigating the customer lifecycleNavigating the customer lifecycle
Navigating the customer lifecycleServer Density
 
Optimizing the customer lifetime value
Optimizing the customer lifetime valueOptimizing the customer lifetime value
Optimizing the customer lifetime valueguest512340
 
Introducing Your Lead Engine
Introducing Your Lead EngineIntroducing Your Lead Engine
Introducing Your Lead EngineMarc Carriere
 
Dovetail usergroup presentation: E-commerce top tips
Dovetail usergroup presentation: E-commerce top tips   Dovetail usergroup presentation: E-commerce top tips
Dovetail usergroup presentation: E-commerce top tips Dovetail Services
 
A How to Guide to Avoid Becoming an Attribution Bully
A How to Guide to Avoid Becoming an Attribution BullyA How to Guide to Avoid Becoming an Attribution Bully
A How to Guide to Avoid Becoming an Attribution BullyAffiliate Summit
 

More Related Content

What's hot

Loyalty Programs: Going Beyond Transactional Rewards
Loyalty Programs: Going Beyond Transactional RewardsLoyalty Programs: Going Beyond Transactional Rewards
Loyalty Programs: Going Beyond Transactional RewardsVivastream
 
How to Create and Maintain a Successful Loyalty Program Part A
How to Create and Maintain a Successful Loyalty Program Part AHow to Create and Maintain a Successful Loyalty Program Part A
How to Create and Maintain a Successful Loyalty Program Part AVivastream
 
Conversion Optimization 6 Steps to Double Your Revenue
Conversion Optimization 6 Steps to Double Your RevenueConversion Optimization 6 Steps to Double Your Revenue
Conversion Optimization 6 Steps to Double Your RevenueAffiliate Summit
 
Understanding Incremental Revenue in the Affiliate Channel
Understanding Incremental Revenue in the Affiliate ChannelUnderstanding Incremental Revenue in the Affiliate Channel
Understanding Incremental Revenue in the Affiliate ChannelAffiliate Summit
 
Lr user group presentation april 2015
Lr user group presentation april 2015Lr user group presentation april 2015
Lr user group presentation april 2015Dovetail Services
 
2016 State of Predictive Marketing
2016 State of Predictive Marketing2016 State of Predictive Marketing
2016 State of Predictive MarketingWhatConts
 
Marit Quaatz / Julia Vockeroth: How flaconi Integrates Direct Mail into Its D...
Marit Quaatz / Julia Vockeroth: How flaconi Integrates Direct Mail into Its D...Marit Quaatz / Julia Vockeroth: How flaconi Integrates Direct Mail into Its D...
Marit Quaatz / Julia Vockeroth: How flaconi Integrates Direct Mail into Its D...Heroes of CRM Conference
 
DMA Email Lifecycle: Retention - Creating Loyalty Programmes
DMA Email Lifecycle: Retention - Creating Loyalty ProgrammesDMA Email Lifecycle: Retention - Creating Loyalty Programmes
DMA Email Lifecycle: Retention - Creating Loyalty ProgrammesRiaz Kanani
 
Spring Fair talk (Feb 2015): how to increase your online sales
Spring Fair talk (Feb 2015): how to increase your online salesSpring Fair talk (Feb 2015): how to increase your online sales
Spring Fair talk (Feb 2015): how to increase your online salesScreen Pages
 
Secret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually WorkSecret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually WorkG3 Communications
 
Local Email Profits - Boost Customer Loyalty and Sales with Your Own List
Local Email Profits - Boost Customer Loyalty and Sales with Your Own ListLocal Email Profits - Boost Customer Loyalty and Sales with Your Own List
Local Email Profits - Boost Customer Loyalty and Sales with Your Own ListLiftSocial Digital Marketing
 
Loyalty Programme Marketing
Loyalty Programme MarketingLoyalty Programme Marketing
Loyalty Programme MarketingHuw Hopkin
 
The king is dead! Long live the... God? Customer-centricity is becoming a must!
The king is dead! Long live the... God? Customer-centricity is becoming a must!The king is dead! Long live the... God? Customer-centricity is becoming a must!
The king is dead! Long live the... God? Customer-centricity is becoming a must!Valentin Radu
 
Schlitterbahn's Take on Customer Loyalty
Schlitterbahn's Take on Customer LoyaltySchlitterbahn's Take on Customer Loyalty
Schlitterbahn's Take on Customer Loyaltyamdelcanto
 
Jetlore Founder, Eldar Sadikov, Presents at eTail West, 2016
Jetlore Founder, Eldar Sadikov, Presents at eTail West, 2016Jetlore Founder, Eldar Sadikov, Presents at eTail West, 2016
Jetlore Founder, Eldar Sadikov, Presents at eTail West, 2016Jetlore
 
The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Cus...
The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Cus...The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Cus...
The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Cus...Digital Alchemy Limited
 
Etail East - Growth in Retail Opening Remarks - 2015
Etail East - Growth in Retail Opening Remarks - 2015Etail East - Growth in Retail Opening Remarks - 2015
Etail East - Growth in Retail Opening Remarks - 2015Jetlore
 
eGenie Conversion Optimisation & Conversion Killers
eGenie Conversion Optimisation & Conversion KillerseGenie Conversion Optimisation & Conversion Killers
eGenie Conversion Optimisation & Conversion KillerseGeniebiz
 
Customer retention strategy simplified
Customer retention strategy simplifiedCustomer retention strategy simplified
Customer retention strategy simplifiedVinod Nagar
 

What's hot (20)

Loyalty Programs: Going Beyond Transactional Rewards
Loyalty Programs: Going Beyond Transactional RewardsLoyalty Programs: Going Beyond Transactional Rewards
Loyalty Programs: Going Beyond Transactional Rewards
 
How to Create and Maintain a Successful Loyalty Program Part A
How to Create and Maintain a Successful Loyalty Program Part AHow to Create and Maintain a Successful Loyalty Program Part A
How to Create and Maintain a Successful Loyalty Program Part A
 
Conversion Optimization 6 Steps to Double Your Revenue
Conversion Optimization 6 Steps to Double Your RevenueConversion Optimization 6 Steps to Double Your Revenue
Conversion Optimization 6 Steps to Double Your Revenue
 
Understanding Incremental Revenue in the Affiliate Channel
Understanding Incremental Revenue in the Affiliate ChannelUnderstanding Incremental Revenue in the Affiliate Channel
Understanding Incremental Revenue in the Affiliate Channel
 
Lr user group presentation april 2015
Lr user group presentation april 2015Lr user group presentation april 2015
Lr user group presentation april 2015
 
2016 State of Predictive Marketing
2016 State of Predictive Marketing2016 State of Predictive Marketing
2016 State of Predictive Marketing
 
Marit Quaatz / Julia Vockeroth: How flaconi Integrates Direct Mail into Its D...
Marit Quaatz / Julia Vockeroth: How flaconi Integrates Direct Mail into Its D...Marit Quaatz / Julia Vockeroth: How flaconi Integrates Direct Mail into Its D...
Marit Quaatz / Julia Vockeroth: How flaconi Integrates Direct Mail into Its D...
 
DMA Email Lifecycle: Retention - Creating Loyalty Programmes
DMA Email Lifecycle: Retention - Creating Loyalty ProgrammesDMA Email Lifecycle: Retention - Creating Loyalty Programmes
DMA Email Lifecycle: Retention - Creating Loyalty Programmes
 
Spring Fair talk (Feb 2015): how to increase your online sales
Spring Fair talk (Feb 2015): how to increase your online salesSpring Fair talk (Feb 2015): how to increase your online sales
Spring Fair talk (Feb 2015): how to increase your online sales
 
Secret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually WorkSecret To Creating Loyalty Programs That Actually Work
Secret To Creating Loyalty Programs That Actually Work
 
Local Email Profits - Boost Customer Loyalty and Sales with Your Own List
Local Email Profits - Boost Customer Loyalty and Sales with Your Own ListLocal Email Profits - Boost Customer Loyalty and Sales with Your Own List
Local Email Profits - Boost Customer Loyalty and Sales with Your Own List
 
Loyalty Programme Marketing
Loyalty Programme MarketingLoyalty Programme Marketing
Loyalty Programme Marketing
 
The king is dead! Long live the... God? Customer-centricity is becoming a must!
The king is dead! Long live the... God? Customer-centricity is becoming a must!The king is dead! Long live the... God? Customer-centricity is becoming a must!
The king is dead! Long live the... God? Customer-centricity is becoming a must!
 
Schlitterbahn's Take on Customer Loyalty
Schlitterbahn's Take on Customer LoyaltySchlitterbahn's Take on Customer Loyalty
Schlitterbahn's Take on Customer Loyalty
 
Why you need a loyalty program?
Why you need a  loyalty program?Why you need a  loyalty program?
Why you need a loyalty program?
 
Jetlore Founder, Eldar Sadikov, Presents at eTail West, 2016
Jetlore Founder, Eldar Sadikov, Presents at eTail West, 2016Jetlore Founder, Eldar Sadikov, Presents at eTail West, 2016
Jetlore Founder, Eldar Sadikov, Presents at eTail West, 2016
 
The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Cus...
The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Cus...The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Cus...
The (Ugly) Truth of the Loyalty Point Program: What Marketers Say VS What Cus...
 
Etail East - Growth in Retail Opening Remarks - 2015
Etail East - Growth in Retail Opening Remarks - 2015Etail East - Growth in Retail Opening Remarks - 2015
Etail East - Growth in Retail Opening Remarks - 2015
 
eGenie Conversion Optimisation & Conversion Killers
eGenie Conversion Optimisation & Conversion KillerseGenie Conversion Optimisation & Conversion Killers
eGenie Conversion Optimisation & Conversion Killers
 
Customer retention strategy simplified
Customer retention strategy simplifiedCustomer retention strategy simplified
Customer retention strategy simplified
 

Viewers also liked

The Rise of Digital Customer (India)
The Rise of Digital Customer (India)The Rise of Digital Customer (India)
The Rise of Digital Customer (India)Sunil Singh Rana
 
Life Cycle Management for BusinessObjects Enterprise XI 3.1
Life Cycle Management for BusinessObjects Enterprise XI 3.1Life Cycle Management for BusinessObjects Enterprise XI 3.1
Life Cycle Management for BusinessObjects Enterprise XI 3.1Jay Riddle
 
Customer Life Cycle Management
Customer Life Cycle ManagementCustomer Life Cycle Management
Customer Life Cycle Managementbdcexperts
 
Optimizing the customer lifecycle
Optimizing the customer lifecycleOptimizing the customer lifecycle
Optimizing the customer lifecyclePlexure
 
Why Search + Social = Success for Brands
Why Search + Social = Success for BrandsWhy Search + Social = Success for Brands
Why Search + Social = Success for BrandsCatalyst
 
Personalisation to improve customer experience
Personalisation to improve customer experiencePersonalisation to improve customer experience
Personalisation to improve customer experienceEpiserver
 
Going From Passively to Actively Managing the Customer Lifecycle
Going From Passively to Actively Managing the Customer LifecycleGoing From Passively to Actively Managing the Customer Lifecycle
Going From Passively to Actively Managing the Customer LifecycleTotango
 
How to Get Your Users to Actually Start Using Your Product so You Can Sell It
How to Get Your Users to Actually Start Using Your Product so You Can Sell ItHow to Get Your Users to Actually Start Using Your Product so You Can Sell It
How to Get Your Users to Actually Start Using Your Product so You Can Sell ItKissmetrics on SlideShare
 
Service Contracts Lifecycle Management
Service Contracts Lifecycle ManagementService Contracts Lifecycle Management
Service Contracts Lifecycle ManagementMohan Dutt
 
Successful Implementation Of Customer Lifecycle Management And Crosssell
Successful Implementation Of Customer Lifecycle Management And CrosssellSuccessful Implementation Of Customer Lifecycle Management And Crosssell
Successful Implementation Of Customer Lifecycle Management And CrosssellAnand Nigam
 
The Perfect Customer Lifecycle - #IMS11
The Perfect Customer Lifecycle - #IMS11The Perfect Customer Lifecycle - #IMS11
The Perfect Customer Lifecycle - #IMS11Infusionsoft
 
Customer Lifecycle Management
Customer Lifecycle ManagementCustomer Lifecycle Management
Customer Lifecycle ManagementNovoally Software
 
Roadmap de Martketing Automation en Retail
Roadmap de Martketing Automation en RetailRoadmap de Martketing Automation en Retail
Roadmap de Martketing Automation en RetailJesus Hoyos
 

Viewers also liked (20)

CLC vs. PLC
CLC vs. PLCCLC vs. PLC
CLC vs. PLC
 
Webmetrics
WebmetricsWebmetrics
Webmetrics
 
The Rise of Digital Customer (India)
The Rise of Digital Customer (India)The Rise of Digital Customer (India)
The Rise of Digital Customer (India)
 
Life Cycle Management for BusinessObjects Enterprise XI 3.1
Life Cycle Management for BusinessObjects Enterprise XI 3.1Life Cycle Management for BusinessObjects Enterprise XI 3.1
Life Cycle Management for BusinessObjects Enterprise XI 3.1
 
Hit the suite spot
Hit the suite spotHit the suite spot
Hit the suite spot
 
Hit Rate Company Profile
Hit Rate Company ProfileHit Rate Company Profile
Hit Rate Company Profile
 
Customer Life Cycle Management
Customer Life Cycle ManagementCustomer Life Cycle Management
Customer Life Cycle Management
 
Optimizing the customer lifecycle
Optimizing the customer lifecycleOptimizing the customer lifecycle
Optimizing the customer lifecycle
 
Why Search + Social = Success for Brands
Why Search + Social = Success for BrandsWhy Search + Social = Success for Brands
Why Search + Social = Success for Brands
 
Personalisation to improve customer experience
Personalisation to improve customer experiencePersonalisation to improve customer experience
Personalisation to improve customer experience
 
Going From Passively to Actively Managing the Customer Lifecycle
Going From Passively to Actively Managing the Customer LifecycleGoing From Passively to Actively Managing the Customer Lifecycle
Going From Passively to Actively Managing the Customer Lifecycle
 
Sesion13
Sesion13Sesion13
Sesion13
 
Customer life cycle wdm
Customer life cycle   wdmCustomer life cycle   wdm
Customer life cycle wdm
 
How to Get Your Users to Actually Start Using Your Product so You Can Sell It
How to Get Your Users to Actually Start Using Your Product so You Can Sell ItHow to Get Your Users to Actually Start Using Your Product so You Can Sell It
How to Get Your Users to Actually Start Using Your Product so You Can Sell It
 
Service Contracts Lifecycle Management
Service Contracts Lifecycle ManagementService Contracts Lifecycle Management
Service Contracts Lifecycle Management
 
Customer Life Time Value
Customer Life Time ValueCustomer Life Time Value
Customer Life Time Value
 
Successful Implementation Of Customer Lifecycle Management And Crosssell
Successful Implementation Of Customer Lifecycle Management And CrosssellSuccessful Implementation Of Customer Lifecycle Management And Crosssell
Successful Implementation Of Customer Lifecycle Management And Crosssell
 
The Perfect Customer Lifecycle - #IMS11
The Perfect Customer Lifecycle - #IMS11The Perfect Customer Lifecycle - #IMS11
The Perfect Customer Lifecycle - #IMS11
 
Customer Lifecycle Management
Customer Lifecycle ManagementCustomer Lifecycle Management
Customer Lifecycle Management
 
Roadmap de Martketing Automation en Retail
Roadmap de Martketing Automation en RetailRoadmap de Martketing Automation en Retail
Roadmap de Martketing Automation en Retail
 

Similar to Marketing to the Customer Life Cycle

Oakbrook Center Presentation-Final(1)EM
Oakbrook Center Presentation-Final(1)EMOakbrook Center Presentation-Final(1)EM
Oakbrook Center Presentation-Final(1)EMGRACE(ZHENG) ZHONG
 
Customer retention
Customer retentionCustomer retention
Customer retentionAtul Wadkar
 
Techniques to Simplify Personalized Marketing 5Nov15
Techniques to Simplify Personalized Marketing 5Nov15Techniques to Simplify Personalized Marketing 5Nov15
Techniques to Simplify Personalized Marketing 5Nov15Irena McCue
 
Price Elasticity in B2B
Price Elasticity in B2BPrice Elasticity in B2B
Price Elasticity in B2BDick Sobel
 
Playing the Long Game: Revitalize Your Digital Marketing by Spending on the R...
Playing the Long Game: Revitalize Your Digital Marketing by Spending on the R...Playing the Long Game: Revitalize Your Digital Marketing by Spending on the R...
Playing the Long Game: Revitalize Your Digital Marketing by Spending on the R...3 Birds Marketing LLC
 
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROIIncrease AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROIMarketo
 
How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
How to Use Data to Drive ROI: Analyzing Casino Marketing CyclesHow to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
How to Use Data to Drive ROI: Analyzing Casino Marketing CyclesEtix
 
Customer Retention Through Digital Media
Customer Retention Through Digital MediaCustomer Retention Through Digital Media
Customer Retention Through Digital MediaChris Sietsema
 
Creating Value With Metrics Pt.1
Creating Value With Metrics Pt.1Creating Value With Metrics Pt.1
Creating Value With Metrics Pt.1Vivastream
 
Marketing Analytics to Prove Your ROI
Marketing Analytics to Prove Your ROIMarketing Analytics to Prove Your ROI
Marketing Analytics to Prove Your ROIMarketo
 
Pareto Fundraising Getting The Most By Getting It Monthly 2010 Jg
Pareto Fundraising Getting The Most By Getting It Monthly 2010 JgPareto Fundraising Getting The Most By Getting It Monthly 2010 Jg
Pareto Fundraising Getting The Most By Getting It Monthly 2010 JgWWF-Australia
 
Customer aquisitionandretentionstrategy v3
Customer aquisitionandretentionstrategy v3Customer aquisitionandretentionstrategy v3
Customer aquisitionandretentionstrategy v3Andy Lammers
 
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...Future Glance: CRO as part of a multi-channel brand strategy to boost convers...
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...cloud.IQ
 
Eis fri macdonald
Eis fri macdonaldEis fri macdonald
Eis fri macdonaldMediaPost
 
Catalog University Pub talk: Leveraging browsing behavior to improve catalog ...
Catalog University Pub talk: Leveraging browsing behavior to improve catalog ...Catalog University Pub talk: Leveraging browsing behavior to improve catalog ...
Catalog University Pub talk: Leveraging browsing behavior to improve catalog ...Sarah Fletcher
 
Dashboard Report Example Pg4
Dashboard Report Example Pg4Dashboard Report Example Pg4
Dashboard Report Example Pg4Bob Werner
 
Why Knowing Profitability Is the Key to Success at Your Institution
Why Knowing Profitability Is the Key to Success at Your InstitutionWhy Knowing Profitability Is the Key to Success at Your Institution
Why Knowing Profitability Is the Key to Success at Your InstitutionBaker Hill
 
Digiral Store Assistant
Digiral Store AssistantDigiral Store Assistant
Digiral Store AssistantIvano Sporitus
 

Similar to Marketing to the Customer Life Cycle (20)

Oakbrook Center Presentation-Final(1)EM
Oakbrook Center Presentation-Final(1)EMOakbrook Center Presentation-Final(1)EM
Oakbrook Center Presentation-Final(1)EM
 
Oakbrook Center Presentation-Final
Oakbrook Center Presentation-FinalOakbrook Center Presentation-Final
Oakbrook Center Presentation-Final
 
Customer retention
Customer retentionCustomer retention
Customer retention
 
Techniques to Simplify Personalized Marketing 5Nov15
Techniques to Simplify Personalized Marketing 5Nov15Techniques to Simplify Personalized Marketing 5Nov15
Techniques to Simplify Personalized Marketing 5Nov15
 
Price Elasticity in B2B
Price Elasticity in B2BPrice Elasticity in B2B
Price Elasticity in B2B
 
Playing the Long Game: Revitalize Your Digital Marketing by Spending on the R...
Playing the Long Game: Revitalize Your Digital Marketing by Spending on the R...Playing the Long Game: Revitalize Your Digital Marketing by Spending on the R...
Playing the Long Game: Revitalize Your Digital Marketing by Spending on the R...
 
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROIIncrease AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
Increase AUM with Marketing Automation Part 3: Marketing Analytics to Prove ROI
 
How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
How to Use Data to Drive ROI: Analyzing Casino Marketing CyclesHow to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
How to Use Data to Drive ROI: Analyzing Casino Marketing Cycles
 
Customer Retention Through Digital Media
Customer Retention Through Digital MediaCustomer Retention Through Digital Media
Customer Retention Through Digital Media
 
Creating Value With Metrics Pt.1
Creating Value With Metrics Pt.1Creating Value With Metrics Pt.1
Creating Value With Metrics Pt.1
 
Marketing Analytics to Prove Your ROI
Marketing Analytics to Prove Your ROIMarketing Analytics to Prove Your ROI
Marketing Analytics to Prove Your ROI
 
Pareto Fundraising Getting The Most By Getting It Monthly 2010 Jg
Pareto Fundraising Getting The Most By Getting It Monthly 2010 JgPareto Fundraising Getting The Most By Getting It Monthly 2010 Jg
Pareto Fundraising Getting The Most By Getting It Monthly 2010 Jg
 
Customer aquisitionandretentionstrategy v3
Customer aquisitionandretentionstrategy v3Customer aquisitionandretentionstrategy v3
Customer aquisitionandretentionstrategy v3
 
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...Future Glance: CRO as part of a multi-channel brand strategy to boost convers...
Future Glance: CRO as part of a multi-channel brand strategy to boost convers...
 
Eis fri macdonald
Eis fri macdonaldEis fri macdonald
Eis fri macdonald
 
Catalog University Pub talk: Leveraging browsing behavior to improve catalog ...
Catalog University Pub talk: Leveraging browsing behavior to improve catalog ...Catalog University Pub talk: Leveraging browsing behavior to improve catalog ...
Catalog University Pub talk: Leveraging browsing behavior to improve catalog ...
 
Fitbit Go-To Market Plan
Fitbit Go-To Market PlanFitbit Go-To Market Plan
Fitbit Go-To Market Plan
 
Dashboard Report Example Pg4
Dashboard Report Example Pg4Dashboard Report Example Pg4
Dashboard Report Example Pg4
 
Why Knowing Profitability Is the Key to Success at Your Institution
Why Knowing Profitability Is the Key to Success at Your InstitutionWhy Knowing Profitability Is the Key to Success at Your Institution
Why Knowing Profitability Is the Key to Success at Your Institution
 
Digiral Store Assistant
Digiral Store AssistantDigiral Store Assistant
Digiral Store Assistant
 

Recently uploaded

Trending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfTrending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfgaju619
 
Trumps Racist problem, White Nationalist.pdf
Trumps Racist problem, White Nationalist.pdfTrumps Racist problem, White Nationalist.pdf
Trumps Racist problem, White Nationalist.pdfSourav Sikder
 
Invest in Waaree Energies Unlisted shares.pdf
Invest in Waaree Energies Unlisted shares.pdfInvest in Waaree Energies Unlisted shares.pdf
Invest in Waaree Energies Unlisted shares.pdfPrecize Formely Leadoff
 
5 Common Writing Mistakes Infographic.pdf
5 Common Writing Mistakes Infographic.pdf5 Common Writing Mistakes Infographic.pdf
5 Common Writing Mistakes Infographic.pdfRemar Barquilla
 
The Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxThe Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxBhargavi M
 
Database Management.pdf
Database Management.pdfDatabase Management.pdf
Database Management.pdfBloomerang
 
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKrijn Poppe
 
How to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsHow to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsSalesScripter
 
"ZERO-COST PASSIVE INCOME MASTERY: THE 3-STEP SYSTEM" Same Proven 3-Step Syst...
"ZERO-COST PASSIVE INCOME MASTERY: THE 3-STEP SYSTEM" Same Proven 3-Step Syst..."ZERO-COST PASSIVE INCOME MASTERY: THE 3-STEP SYSTEM" Same Proven 3-Step Syst...
"ZERO-COST PASSIVE INCOME MASTERY: THE 3-STEP SYSTEM" Same Proven 3-Step Syst...Rachele Fleming
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategyRemar Barquilla
 
Eni: fourth quarter and full year 2023 results
Eni: fourth quarter and full year 2023 resultsEni: fourth quarter and full year 2023 results
Eni: fourth quarter and full year 2023 resultsEni
 
Business brief document explanation forward
Business brief document explanation forwardBusiness brief document explanation forward
Business brief document explanation forwardCJHaight
 
Medirom Healthcare Technologies Inc. Investor Presentation
Medirom  Healthcare Technologies Inc. Investor PresentationMedirom  Healthcare Technologies Inc. Investor Presentation
Medirom Healthcare Technologies Inc. Investor Presentationssusera2656e
 
Cracking The Corporate Politics Code.pptx
Cracking The Corporate Politics Code.pptxCracking The Corporate Politics Code.pptx
Cracking The Corporate Politics Code.pptxWorkforce Group
 
edition features a handful of the Brands Of Honour- 2024.pdf
edition features a handful of the Brands Of Honour- 2024.pdfedition features a handful of the Brands Of Honour- 2024.pdf
edition features a handful of the Brands Of Honour- 2024.pdfinsightssuccess2
 
DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023Dropbox
 
02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdfBloomerang
 
HPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHpm India
 

Recently uploaded (20)

Trending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdfTrending Topics for events Presentation.pdf
Trending Topics for events Presentation.pdf
 
Trumps Racist problem, White Nationalist.pdf
Trumps Racist problem, White Nationalist.pdfTrumps Racist problem, White Nationalist.pdf
Trumps Racist problem, White Nationalist.pdf
 
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdfMartez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
Martez Knox - How AI is Redefining the Cannabis Industry (Final) (2).pdf
 
Invest in Waaree Energies Unlisted shares.pdf
Invest in Waaree Energies Unlisted shares.pdfInvest in Waaree Energies Unlisted shares.pdf
Invest in Waaree Energies Unlisted shares.pdf
 
5 Common Writing Mistakes Infographic.pdf
5 Common Writing Mistakes Infographic.pdf5 Common Writing Mistakes Infographic.pdf
5 Common Writing Mistakes Infographic.pdf
 
The Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptxThe Story of Pharis Aboobacker.pptx
The Story of Pharis Aboobacker.pptx
 
Database Management.pdf
Database Management.pdfDatabase Management.pdf
Database Management.pdf
 
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdensKJPoppe DG AGRI Certification as a tool to reduce administrative burdens
KJPoppe DG AGRI Certification as a tool to reduce administrative burdens
 
How to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsHow to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales Systems
 
"ZERO-COST PASSIVE INCOME MASTERY: THE 3-STEP SYSTEM" Same Proven 3-Step Syst...
"ZERO-COST PASSIVE INCOME MASTERY: THE 3-STEP SYSTEM" Same Proven 3-Step Syst..."ZERO-COST PASSIVE INCOME MASTERY: THE 3-STEP SYSTEM" Same Proven 3-Step Syst...
"ZERO-COST PASSIVE INCOME MASTERY: THE 3-STEP SYSTEM" Same Proven 3-Step Syst...
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO Strategy
 
Eni: fourth quarter and full year 2023 results
Eni: fourth quarter and full year 2023 resultsEni: fourth quarter and full year 2023 results
Eni: fourth quarter and full year 2023 results
 
Business brief document explanation forward
Business brief document explanation forwardBusiness brief document explanation forward
Business brief document explanation forward
 
Medirom Healthcare Technologies Inc. Investor Presentation
Medirom  Healthcare Technologies Inc. Investor PresentationMedirom  Healthcare Technologies Inc. Investor Presentation
Medirom Healthcare Technologies Inc. Investor Presentation
 
Cracking The Corporate Politics Code.pptx
Cracking The Corporate Politics Code.pptxCracking The Corporate Politics Code.pptx
Cracking The Corporate Politics Code.pptx
 
edition features a handful of the Brands Of Honour- 2024.pdf
edition features a handful of the Brands Of Honour- 2024.pdfedition features a handful of the Brands Of Honour- 2024.pdf
edition features a handful of the Brands Of Honour- 2024.pdf
 
DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023DBX Investor Presentation - Q4 and FY 2023
DBX Investor Presentation - Q4 and FY 2023
 
02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf02.20 Webinar - Online Giving Trends.pdf
02.20 Webinar - Online Giving Trends.pdf
 
Charlie Caldwell - Living Smart with AI.pdf
Charlie Caldwell - Living Smart with AI.pdfCharlie Caldwell - Living Smart with AI.pdf
Charlie Caldwell - Living Smart with AI.pdf
 
HPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) PresentationHPM Hindustan M-45 (Fungicides) Presentation
HPM Hindustan M-45 (Fungicides) Presentation
 

Marketing to the Customer Life Cycle

  • 1. Marketing to the Customer Life Cycle Presented by: Debra Ellis @wilsonellis
  • 2. Customer Life Cycle Newbies Hit & Run Discount Active Rising Stars Falling Stars Platinum
  • 3. Customer Dynamics $998.72 $1,041.75 $ 902.30 $ 848.32 Lifetime Value (Gross) 3.4 3.5 3.3 3.2 Avg Ord/Act Customer $205.73 $208.35 $ 180.46 $ 169.66 Avg $/Active Customer 94.7% 99.6% 111.8% 109.9% Attrition Rate 70.7% 57.6% 51.9% 48.0% Acquisition Rate 62,971 56,824 52,485 47,083 Last Purchase 47,313 49,960 50,174 44,874 First Purchase 26,093 41,751 48,651 50,926 Active 2009 2008 2007 2006 Customers:
  • 4. First Purchase 444.59 8.4 $214.45 12.5 $98.95 76.2 Overall $365.73 2.5 $234.67 8.4 $96.72 86.5 2009 $404.67 6.7 $220.57 12.7 $101.54 77.8 2008 $456.66 10.3 $208.01 14.1 $100.00 72.6 2007 $466.46 12.2 $207.09 13.7 $97.10 71.1 2006 Avg Sales % Avg Sales % Avg Sales % Year Buyers Twotimers Onetimers
  • 5. Last Purchase $722.77 22.5 $211.13 14.0 $98.89 60.6 Overall $953.98 32.6 $218.68 13.6 $96.73 50.7 2009 $617.29 22.9 $214.14 14.7 $101.58 59.3 2008 $568.50 17.8 $209.21 14.6 $99.84 64.9 2007 $534.95 15.2 $200.17 12.9 $97.00 69.1 2006 Avg Sales % Avg Sales % Avg Sales % Year Buyers Twotimers Onetimers
  • 6. Profile Customers Newbies Hit & Run Discount Active
  • 7. Marketing Cycle Buy Return & Exchange Shop
  • 8. Customer Cycle Shop Consumption Buy Service
  • 9. Corporate Cycle Financial Marketing Operations Merchandising
  • 10.
  • 11. Profile Customers Newbies Hit & Run Discount Active Rising Stars Falling Stars Platinum
  • 12. Customer Life Cycle Newbies Hit & Run Discount Active Rising Stars Falling Stars Platinum
  • 13.
  • 14.
  • 16.
  • 17.
  • 18.