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Copyright © 2017
Custora will be talking about its own products and/or services, which it makes available directly to customers. The statements and opinions contained herein are those of Custora and not of Oracle. Oracle has
not verified any statements or claims herein and assumes no responsibility for such statements or claims.
CAUTIONARY NOTE:
Copyright © 2017
AN EXECUTIVE PERSPECTIVE
THE FORMULA FOR COMMERCE MARKETING SUCCESS
#brontosummit
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Kelly GoldstonVP of Marketing
Eloquii
PRESENTER
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INTRODUCTION TO ELOQUII
• On-trend fashion sizes 14-28
• Launched in Feb 2014
• Based in NYC & Columbus, OH
• Fit & quality fanatics
• Obsessed with newness, trends and our customer
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Bryan ElliottDigital Marketings & CRM Director
Toms
PRESENTER
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INTRODUCTION TO TOMS
• Shoes, sunglasses, bags, apparel
• Social giving model – every purchase generates a comparable donation to an impoverished community
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Brett RobbinsHead of Business Development
Custora
PRESENTER
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INTRODUCTION TO CUSTORA
Custora is an advanced customer segmentation platform
We help marketers improve their ROI of their email, display, direct mail and Facebook campaigns.
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Get Promoted!!
OUR PURPOSE TODAY
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1. Understand the Metrics that Matter
2. Build Your Plan
3. Get Results
THE FORMULA
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FIRST KEY METRIC
CAC:LTV Ratio
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SECOND KEY METRIC
…depends on your business performance
Traffic*Conversion*AOV=Revenue
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Building the Plan
BUDGET CALENDAR PEOPLE PROCESS
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1. Financial forecast
2. Marketing $s
3. Last year’s comps
THE BUDGET
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Can we get the traffic we need to hit our revenue goals?
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1. Increase purchase frequency from your existing customers
2. Attract new customers
TWO WAYS TO DRIVE TRAFFIC
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Integrated content strategy:
• Brand – why?
• Product – what?
• People – who?
• Culture – when?
Remember to coordinate across channels!
THE CALENDAR
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AN IMPORTANT PIECE OF THE FORMULA
Operational Excellence
Tools + People + Process
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Driving Results
BUDGET CALENDAR PEOPLE PROCESS
🐝
Beyond Buzzwords
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Goal = Relevance
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How?
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Insight Driven
Segmentation
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Editorial Content Hub
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•Launched Spring 2016
•Customers who engage in content
hub spend twice as long on site
•AOV is 15% higher than other
customers
•Using GA to track content journeys;
double down on customer segments
who love content
CONTENT HUB
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Predictive Segmentation in Email
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WHY PREDICTIVE?
Rule-based segments:Right message, right person, right time.
Predictive segments:Right message, right person, right-er time.
Smarter segmenting earns brand love by showing her that we know her better than she knows herself.
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Instead of waiting to win back, we aim to prevent churn with Custora’s algorithms.
Unique to each customer’s shopping patterns.
Results: Conversion and revenue/customer lifts are strongest in “cooling down” and “at risk” segments (vs. “lost”).
Custora’s predictive churn algorithm brings in 27%more revenue than a rule based method
PREDICT AND PREVENT CHURN
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VIP PROGRAMS
Top customers by predicted LTV get early access to events and sales.
Predictive algorithm identifies VIPs earlier to maximize benefits.
Results: Higher response rates with early access messaging + increased order frequency during event period.
12-15% more revenue and conversion rate 80bps higher
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Questions?
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Thank You
Contact Information
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