The intent of marketing optimization is to make each interaction, each transaction, each customer touch deliver the best results it can for brands and for their customers. It should drive marketing activity: creating tailored, personalized content; using IoT & connected devices to improve the in-store experience; collecting omnichannel data; choosing the combination of marketing mix elements that maximize ROI.

1. Optimizing the customer lifecycle

2. Crawl
Everyone receives the same
generic communication with
the same incentives, all sent
out at the same time based
on diary events in a calendar.

3. Walk
Generic communications are sent
when certain events are triggered;
people see different incentives
based on different triggers.

4. Run
Personalized
communications
are sent when
certain events are
triggered; different
people see
different incentives
even when they
trigger the same
events.

5. Activate
Target new
customers with
welcome
incentives

6. Increase the
proportion of
customers that
purchase 3+ times
in the first 8 weeks

7. Engage
Target engaged customers with cross-sell
and up-sell incentives

8. Increase the average monthly spend of
customers that participate in the program

9. Retain
Target lapsed customers
with win-back incentives
and frequent customers with
loyalty initiatives

10. Increase overall
activity level of
the customer
base by reducing
customer churn

11. Use this data to
design experiences
that bring people
back to stores, and
increase their value
in the long term.

12. Optimization is the
difference between
sending everyone a
generic promo, and
creating truly personalized
marketing that talks to
individual customers.

13. www.plexure.com
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