webinar preparing for a data-driven...

C H AT T H E M .1 Q U E S T I O N S ?

Preparing for a data-driven holidayBrett Robbins, Head of Business Development, Custora Netta Kivilis, Head of Marketing, Custora

Becca Freeman, Digital Marketing Manager, BaubleBar

W E B I N A R

C H AT T H E M .2 Q U E S T I O N S ?

60 Minutes 1. Intro to Custora 2. Insights from 2013 3. Tips for 2014 4. Becca BaubleBar Q+A 5. Quiz / Raffle

T O D A Y

C H AT T H E M .3 Q U E S T I O N S ?

We’re working with sharp teams. A little about us.

3 N E T TA @ C U S T O R A . C O MQ U E S T I O N S ?

Custora is a predictive analytics platform that helps retail marketing teams improve customer acquisition and retention.

Ultimately, we enable brands to anticipate individual customer behavior to build longer and more profitable relationships.

Teams

Tools

Data

C H AT T H E M .4 Q U E S T I O N S ?

We’re working with sharp teams. We’re working with great teams.

4 N E T TA @ C U S T O R A . C O MQ U E S T I O N S ?

C H AT T H E M .5 Q U E S T I O N S ?

Insights fromHoliday 2013

C H AT T H E M .6 Q U E S T I O N S ?

Where’s it coming from?

Custora E-Commerce Pulse

Mobile E-commerce Report 2014

Holiday 2012 and 2013 recap reports

C H AT T H E M .7 Q U E S T I O N S ?

Who’s talking about it?

C H AT T H E M .8 Q U E S T I O N S ?

Holiday 2013 e-commerce revenue grew 12% over holiday 2012. Cyber Monday grew 18% YoY.

E-commerce growth isn’t shared evenly. The best retailers grew 2.5x as fast — 30% YoY.

Online keeps gaining on brick and mortar. Total retail only grew 4.1% YoY.

Insights

Fierce competition. Retailers bring their “A” game. Big opportunity. Tis’ the season to shop shop shop.

Takeaways

1. Holiday 2013 was big.

Holiday 2013 insights are based on research from November/December 2013. More information can be found at Custora.com/Pulse.

C H AT T H E M .9 Q U E S T I O N S ?

There is no “average customer.” Know how to segment and differentiate customers.

Analyze acquisition channels. Which ones bring in your most valuable customers?

Invest in retention / winback campaigns. Lock in customers early on.

Find the diamonds in the rough. Spot winning campaigns early — spend smart to maximize holiday ROI.

The Lifetime Value of holiday shoppers is 15% less than average.

2. Holiday shoppers aren’t as tasty.

Insight Takeaways

C H AT T H E M .1 0 Q U E S T I O N S ?

Search and email are key channels.

Affiliates are a major contributor too.

Twitter/ Facebook / Pinterest are still not there.

Email can be a competitive edge. Smarter targeting, segmentation, and promotion optimization can help.

3. Search and email drive orders.

Insights

Takeaways

C H AT T H E M .1 1 Q U E S T I O N S ?

A few tips for 2014.

C H AT T H E M .1 2 Q U E S T I O N S ?

#1. Learn from last year. :)

Socktown.com Holiday 2013 Customer Acquisition + Retention Insights

How did those new customers perform?

Which days attracted the best (High CLV) customers?

What were our best acquisition channels?

Which promos worked?

How did our “channel mix” look on Black Friday?

We can help you answer some of these questions.

C H AT T H E M .1 3 Q U E S T I O N S ?

Measure promotions based on long-term customer equity, not just short-term revenue.

#2. Think “long-term value”

C H AT T H E M .1 4 Q U E S T I O N S ?

- Selectively offer discounts to specific customer segments.

- Promote the right products to customers. (And make them feel special).

#3. Do better than “batch + blast”

Vesper has made one purchase, but we know she’s a skirt fanatic.

Walt takes his time with every purchase. Don’t rush him.

Lauren is very price sensitive. Better get her back before she moves on.

C H AT T H E M .1 5 Q U E S T I O N S ?

Optimize acquisition budget by CLV and new / repeat customers

#4. CLV (Customer Lifetime Value) is your friend.

C H AT T H E M .1 6 Q U E S T I O N S ?

Q + A

Becca Freeman Digital Marketing Manager

C H AT T H E M .1 7 Q U E S T I O N S ?

N O C H E A T I N G

Quiz How well do you know your customers?

Chat your score for a chance to win a $50 Amazon gift card and a free 2013 Holiday Acquisition + Retention Analysis

Socktown.com Holiday 2013 Customer Acquisition + Retention Insights

C H AT T H E M .1 8 Q U E S T I O N S ?

How well do you know your customers?

1. Do you know the lifetime value of your customers?

2. Do you know who your most valuable customers are, and what makes them unique?

3. Do you know which acquisition channels attract your most valuable customers?

4. Does your email marketing acknowledge customer lifecycle stages?

5. Do you use customer segmentation to create more personalized messages?

6. Do you use individual winback messages to reduce customer churn?

7. Do you send customers Taylor Swift mix tapes?

8. Do you have a complete view of your customer across channels and devices?

9. Can you easily compare offline and online customer behavior?

10. Do you measure Customer Equity, Early Repeat Rate, and/or Leaky Bucket Ratio?

C H AT T H E M .1 9 Q U E S T I O N S ?

Add’l resources What next?

Custora U

Custora Blog

Custora Pulse

Expert Network

Workshop / Holiday Executive Summary

Demo