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Predicting Future Purchase Decisions
Agenda
• Intro• Keeping Newly Acquired Customers
– Weaving Your Acquisition and Retention Strategy Together• Leveraging Predictive Data Across Platforms to Reinforce
Acquisition and Retention Strategies
Who We Are
Windsor Circle
330+ Clients, Including…
Keeping Your Newly Acquired Customers
The Acquisition Treadmill
By the Numbers
1 2 30
50
100
150
200
250
300
350
Number of Purchases
Cust
omer
Life
time
Valu
e ($
)
Making the Case For Predictive Lifecycle Marketing
• Cross Device Shopping– 70% of consumers stated they personally
used three or more devices
• Personalized Touch is Expected– 23% of consumers expect ads to be tailored
to the content their viewing– 59% want promotions for items they’re
considering– 43% want reminders to order items they
might have run out of and need to be refilled
Getting Started Can be Hard
eCommerce marketer’s face a number of challenges:
Getting Access to the Right DataKnowing What to do With the Data Time & Resources
Steps to Getting Started
1. Partner with the right people
2. Create 90 Day Plan
3. Collect Onsite Data 4. Test, Test, & Test Some More
Depending on what other initiatives you have in the pipe, find a partner who works with your tech stack.
Start with the low hanging fruit – replenishment for consumables, cart recovery, browse abandonment, predictive win-back
Make sure to collect onsite data to ensure you’re getting the whole view of your customer base.
Once you’ve selected and implemented your campaigns, you’ll want to test and iterate.
Weaving Your Acquisition & Retention Strategy Together
The Old Way | Anna’s Buying Path
Clicks on Google Ad
Lands on WindsorCircle.com Visits Site Visits Site
Visits SiteReceives Newsletter
Receives Newsletter
Receives Newsletter
Visits SiteWeb search for product & buys from another
vendor
No purchase or email capture
No purchase or email capture
No purchase or email capture
Signs up for newsletter
Doesn’t see product or promotion on homepage
Challenge: Make Every Click more Meaningful
Lifecycle marketing (with data) and dynamic email content
Email capture and personalized content
Pinpoint your best customers, understand how they buy, and target like prospects
Onsite Engagement Email Engagement
Acquiring the Right Prospects Keeping the Right Customers
Retargeting, best customer, key promotions, VIP, etc.
Remember Anna? Clicks on
Google Ad
Lands on WindsorCircle.com
Visits Product Page
Site browsing data added to
profile
Adds item to cart & leaves
Returns to site and completes
purchase
Goals with Predictive Lifecycle Marketing
• Bring down the CAC • Find high-value customers • Hone in your customer’s buying lifecycle• Create evangelists
Leveraging Data across Platforms
How to Go Omnichannel
• Take steps to creating a seamless, personalized approach across multiple platforms• Use product, purchase, and customer data to inform.
– Retargeting– Lookalike campaigns – Display advertising– PPC – Direct mail– Sales call lists
It all starts with data.
Resources:www.WindsorCircle.com/omni-channel
Key Campaigns to Run Today Predictive Customer Value Module
Questions?