This document discusses predictive lifecycle marketing strategies for ecommerce companies. It begins by introducing the challenges of keeping newly acquired customers and leveraging predictive data across platforms. It then provides details on Windsor Circle, a company that helps clients with these challenges. The rest of the document discusses weaving acquisition and retention strategies together, getting started with predictive marketing, and how to take an omnichannel approach by leveraging customer data across multiple platforms like retargeting, lookalike audiences, and direct mail. The overall goal is to lower customer acquisition costs, find high-value customers, understand customers' full buying lifecycles, and create brand evangelists.

1. Predicting Future
Purchase Decisions

2. Agenda
• Intro
• Keeping Newly Acquired Customers
– Weaving Your Acquisition and Retention Strategy Together
• Leveraging Predictive Data Across Platforms to Reinforce Acquisition
and Retention Strategies

3. Who We Are

4. Windsor Circle

5. 330+ Clients, Including…

6. Keeping Your Newly Acquire Customers

7. The Acquisition Treadmill

8. By the Numbers
$0
$50
$100
$150
$200
$250
$300
$350
1 2 3
CustomerLifetimeValue($)
Number of Purchases

9. 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

10. Getting Started Can be Hard
eCommerce marketer’s face a number of challenges:
Getting Access to the Right Data Knowing What to do With the Data Time & Resources

11. 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.

12. Weaving Your Acquisition & Retention Strategy
Together

13. The Old Way | Anna’s Buying Path
Clicks on
Google Ad
Lands on
WindsorCircle.com
Visits Site Visits Site
Visits Site
Receives
Newsletter
Receives
Newsletter
Receives
Newsletter
Visits Site
Web 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

14. 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.

15. 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

16. Goals with Predictive Lifecycle Marketing
• Bring down the CAC
• Find high-value customers
• Hone in your customer’s buying lifecycle
• Create evangelists

17. Leveraging Data across Platforms

18. 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.

19. Questions?

20. Resources:
www.WindsorCircle.com/omni-channel
Key Campaigns to Run Today Predictive Customer Value Module