1. Unlocking the Value of
Customer Data
June 20, 2013
Presented By:
Robert J. Moore
CEO, RJMetrics

2. I. Enabling Data-Driven Decisions
II. Making Data-Driven Decisions

3. Enabling Data-Driven
Decisions

4. Single Version of the Truth
“How do your team members get consistent
data-driven answers to their business questions?”
SYMPTOMS
SOLUTIONS
• Static deliverables (e-mail
attachments, printed reports)
• Online (internet or intranet)
access point
• Human roadblocks to data
(usually technical)
• Individual logins and
“sandbox” environments

5. Accuracy
“Is the output correct?”
SYMPTOMS
SOLUTIONS
• Incorrect data
• Auditability
• Doubts about correctness of
data
• Ties back to source data
• Public access to business
logic assumptions

6. Communicate Priorities
“What metrics actually matter in a sea of
options?”
SYMPTOMS
• Inefficient use of time in
dashboarding environment
SOLUTIONS
• Centralized messaging
• Dashboard sharing
• Conflicting KPIs by team

7. Reduce Maintenance Burdens
“What keeps the system up-to-date and
working properly?”
SYMPTOMS
SOLUTIONS
• Stale data and buggy features
• Leverage platforms
• Increased burden on tech
team
• Test and iterate
7

8. Making Data-Driven Decisions

9. Marketing ROI
Know what your customers are worth.
$350
$300
$250
$200
$150
$100
$50
$0
January 2010
April 2010
July 2010

10. Shifting Marketing Spend
“We’re able to isolate small, long-tail sites that
have ROI that is 16x what some of the larger sites
provide. And we can find these at scale.”

11. Direct Marketing
Identify individual marketing targets based
on behavioral indicators.

12. Direct Marketing
Acknowledge high-value customers
Retain at-risk customers

13. Merchandizing and Pricing
Stock your shelves with data.
Most analyses we can run to determine a high-value
customer can also be used to identify high-value products:
– Cohort Analysis
– PLV Growth Over Time (Product Lifetime Value)
– Correlation to High-Value Customers
– Value by Category/Vendor/Margin
– Churn Analysis by Product (SaaS)

14. Merchandizing and Pricing
Studied the relationship between price points and
their demand curve, leading to drastic margin
improvements across their product mix.

15. High-Confidence Forecasting
• Future behavior of existing base
– Individually model each customer cohort for out
months
– “Peer” cohorts are an excellent indicator of future
behavior
• Full lifecycle behavior of new customers
– Varying marketing spend across different channels
can yield different long-term behavioral predictions
– Data can inform both performance projections and
expected acquisition costs

16. Raising Capital
• Investors and acquirers are more data-driven than ever.
• Simplify due diligence by communicating KPIs and
answering data-driven questions using your centralized
dashboarding system.
• Investors ask data-driven questions for a reason – go
looking for skeletons in your own closet.

17. Raising Capital and Board Reporting
• Fab.com ran a $40MM fundraising process by steering
all potential investors through an RJMetrics dashboard
• Have control over presentation of your own data, answer
obvious questions before they’re asked, and
demonstrate awareness of your own key metrics

18. Thanks!