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MassTLC marketing analytics summit, Constant Contact

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MassTLC

Rick Jensen, SVP Marketing and Sales at Constant Contact presented at MassTLC's marketing analytics summit on 04/26/12

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Rick Jensen | Constant Contact 4/26/2012 Copyright © 2012 Constant Contact Inc. 1. brand awareness 10. customer lifetime value 2. test-drive 11. cost per click 3. churn 12. transaction conversion 4. customer satisfaction rate 5. take rate 13. return on ad dollars 6. profit spent 7. net present value 14. bounce rate 8. internal rate of return 15. word of mouth / social 9. payback media reach Copyright © 2012 Constant Contact Inc. 2 Copyright Constant Contact 2012 1
Rick Jensen | Constant Contact 4/26/2012 3. cancellation rate 4. CSI ‒ customer satisfaction index Copyright © 2012 Constant Contact Inc. 3 cancellation rate SMALL NUMBERS GET BIG...FAST 2.2% attrition 2.3% $840,000 Copyright © 2012 Constant Contact Inc. 4 Copyright Constant Contact 2012 2
Rick Jensen | Constant Contact 4/26/2012 csi CUSTOMER SATISFACTION INDEX customer perspective company perspective Copyright © 2012 Constant Contact Inc. 5 csi CUSTOMER SATISFACTION INDEX customer perspective company perspective Copyright © 2012 Constant Contact Inc. 6 Copyright Constant Contact 2012 3
Rick Jensen | Constant Contact 4/26/2012 pain points WHAT OUR WORLD LOOKED LIKE Copyright © 2012 Constant Contact Inc. 7 ease the pain THE SOLUTION FOR US Copyright © 2012 Constant Contact Inc. 8 Copyright Constant Contact 2012 4
Rick Jensen | Constant Contact 4/26/2012 process WHAT WE LEARNED time to get hire a dedicate the it right 3rd party right resources have a plan build a iterate, iterate Copyright © 2012 Constant Contact Inc. predictive model key success factors HAVE TO HAVES hypothesis-driven process deep analytics + reporting world class operational systems + people Copyright © 2012 Constant Contact Inc. 10 Copyright Constant Contact 2012 5
Rick Jensen | Constant Contact 4/26/2012 final thought HOW WE SEE IT AT CONSTANT CONTACT lifestyle finite vs. change project Copyright © 2012 Constant Contact Inc. Copyright Constant Contact 2012 6

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MassTLC marketing analytics summit, Constant Contact

  • 1. Rick Jensen | Constant Contact 4/26/2012 Copyright © 2012 Constant Contact Inc. 1. brand awareness 10. customer lifetime value 2. test-drive 11. cost per click 3. churn 12. transaction conversion 4. customer satisfaction rate 5. take rate 13. return on ad dollars 6. profit spent 7. net present value 14. bounce rate 8. internal rate of return 15. word of mouth / social 9. payback media reach Copyright © 2012 Constant Contact Inc. 2 Copyright Constant Contact 2012 1
  • 2. Rick Jensen | Constant Contact 4/26/2012 3. cancellation rate 4. CSI ‒ customer satisfaction index Copyright © 2012 Constant Contact Inc. 3 cancellation rate SMALL NUMBERS GET BIG...FAST 2.2% attrition 2.3% $840,000 Copyright © 2012 Constant Contact Inc. 4 Copyright Constant Contact 2012 2
  • 3. Rick Jensen | Constant Contact 4/26/2012 csi CUSTOMER SATISFACTION INDEX customer perspective company perspective Copyright © 2012 Constant Contact Inc. 5 csi CUSTOMER SATISFACTION INDEX customer perspective company perspective Copyright © 2012 Constant Contact Inc. 6 Copyright Constant Contact 2012 3
  • 4. Rick Jensen | Constant Contact 4/26/2012 pain points WHAT OUR WORLD LOOKED LIKE Copyright © 2012 Constant Contact Inc. 7 ease the pain THE SOLUTION FOR US Copyright © 2012 Constant Contact Inc. 8 Copyright Constant Contact 2012 4
  • 5. Rick Jensen | Constant Contact 4/26/2012 process WHAT WE LEARNED time to get hire a dedicate the it right 3rd party right resources have a plan build a iterate, iterate Copyright © 2012 Constant Contact Inc. predictive model key success factors HAVE TO HAVES hypothesis-driven process deep analytics + reporting world class operational systems + people Copyright © 2012 Constant Contact Inc. 10 Copyright Constant Contact 2012 5
  • 6. Rick Jensen | Constant Contact 4/26/2012 final thought HOW WE SEE IT AT CONSTANT CONTACT lifestyle finite vs. change project Copyright © 2012 Constant Contact Inc. Copyright Constant Contact 2012 6