Digital Marketing Theatre - June 19th, 11:30-12:00 Reaching your customers at multiple touch points throughout their customer journey significantly increases customer engagement and therefore the customer lifetime value. In this presentation Alex will highlight the business benefits of collating and analysing digital data to produce actionable intelligence.

1. VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
How to use Insightful Data to Increase Customer Lifetime Value
Alex Timlin: Director of Sales and Client Solutions, Emarsys, Alex.Timlin@emarsys.com
Maximising Customer
Engagement
Maximising
Customer Lifetime Value

2. Talk with us @Emarsys @ARTimlin
#totallyengaged
Before we begin…

3. Emarsys Seminar Session
How to use Insightful Data to Increase the Customer Lifetime Value
Reaching your customers at multiple touch points throughout their customer journey
significantly increases customer engagement and therefore the customer lifetime
value. In this presentation Alex will highlight the business benefits of collating and
analysing digital data to produce actionable intelligence.
Alex Timlin, Director Sales and Client Solutions, Emarsys

4. About Emarsys

5. Todays Agenda
• What is a “Customer Journey”?
• What data to collect and how do I analyse it?
• Why should I do it?

6. 1 2 3 4
Traditional Customer Journey

7. Understanding the Journey with Web Analytics

8. Beginnings of Customer Journey analysis
• Our original analysis of the Customer Journey was to look
at this basic process, identify the opportunities to improve
that experience and drive conversions
• Our oldest digital channels Search, Email, Website
Optimisation, Web Analytics all evolved around making
this short process better

9. So what’s the
problem?

10. Multi-channel customer acquisition
• Over time the number the number of channels we are
using to drive purchases has exploded
• Search, Email, Display, Affiliates, Facebook Ads,
Pinterest, YouTube, Direct Mail, Catalogues, Direct Mail,
Call Centre etc.
• But we measure them all in the same way… conversions

11. • Customers Don’t Just buy from a single interaction or a
single channel.
• But even attribution tools are designed to look at the
‘Purchase Path’ to a single purchase.
• They don’t look at Engagement and they don’t look at
Repeat Purchases and Long Term Value

12. Some important statistics* – after more than 10 years in
marketing optimisation
• Most eCommerce websites convert at less than 4%
• Less than 10% of your unique traffic will add something to
a Shopping Cart
• 80% of the Purchasing Customers on your database
have only ever made 1 purchase

13. Why you should be worried about these statistics?

14. Some important statistics* – after more than 10 years in
marketing optimisation
• The cost of acquisition is going up.
• The average conversion rate in the US and Europe is
going down.
• In a depressed economy the reason people are switching
more to online is ‘price’.

15. We have two options
• Compete on price alone • Compete on Customer
Experience
or

16. Understanding of the Customer Lifecycle and where your
Customers are at each stage is an important first step:
Loyalty
Conversion
Engagement
Discovery

17. What
content fits
the customer?
4 key questions for successful customer experience
Who
is the
customer?
When
to reach
the customer?
How
to reach
the customer?
Who
is the
customer?

18. So what should we measure in terms of Customer
Engagement?
• Date of ‘First Engagement’ – Registration/Account
Creation/Purchase
• Channel used for first Registration – Lead Source
• Website visit behaviour – date, session time, page views,
category views
• Email behaviour – open/click
• Mobile behaviour – App log-in, SMS click through
• Device – mobile/tablet/desktop
• Transactional History – RFM
• Purchase Channel – Online/Instore/In-App

19. What happens when we understand the 4 questions:

20. 1

21. 2

22. 3

23. 4

24. 4

25. Capture
Engage
Convert
Repeat
Retain

26. WHY?: treat your customers differently
Leads First-time
Buyers
Active
Buyers
Churning
Customers
Hot & High Potential Lead & Churning Gold Buyer
Would you treat them
the same?
Stages
Revenue
• Male, 25 years old
• Browsed website 3x in last 7 days
• Interested in expensive suits & coats
 HIGH eRFM POTENTIAL
• Female, 35 years old
• Avg. Purchase value £150
• Last Purchase >180 days
 HIGH FM SCORE

27. Smart Insight - customer intelligence
The customer lifecycle segmentation screen presents a snapshot of all
your customers and their importance for your business.
CHURNING GOLD CUSTOMER

28. Smart Insight - customer intelligence
We can chose and save a segment from this screen – in this case all
defecting gold customers.

29. Smart Insight - customer intelligence
In theAutomation Center, blueprints can be created or modified in a drag-
and-drop canvas. Here you can see a customer loyalty program.

30. Smart Insight - customer intelligence
The winback
campaign and your
website are
enhanced by
personalised product
recommendations

31. Connect With Us
facebook.com/Emarsys
twitter.com/Emarsys
linkedin.com/company/Emarsys
plus.google.com/+Emarsys
emarsys.com
Win a copy of ‘The New Digital Age’ by
Eric Schmidt
Visit us at Stand IW572

32. Leads First-time
Buyers
Active
Buyers
StagesDefecting Customers
1
Higher conversion rate &
quicker conversion
Revenue Welcome Mail
Incentive in case of No
Purchase
Conversion: 3.0%Conversion: 19.1%
5 – WHEN: Case Study

33. 5 – WHEN: Case Study
Leads First-time
Buyers
Active
Buyers
StagesDefecting Customers
2
Increase revenue per customer &
strenghten retention
Revenue
Conversion: 19.1%
First Time Buyer Feedback

34. 5 – WHEN: Case Study
Leads First-time
Buyers
Active
Buyers
StagesDefecting Customers
3
Winback churning
Revenue Reactivation
(90d without Visit)
Reactivation
(180d of Inactivity)
Conversion: 7.9%Conversion: 9.2%

35. VIENNA • LONDON • MUNICH • ZURICH • BERLIN • PARIS • HONG KONG • MOSCOW • ISTANBUL • BEIJING • SINGAPORE • DUBAI
Thank You
Any Questions?