Predicting Future

Purchase Decisions

Agenda

• Intro

• Keeping Newly Acquired Customers

– Weaving Your Acquisition and Retention Strategy Together

• Leveraging Predictive Data Across Platforms to Reinforce Acquisition

and Retention Strategies

Who We Are

Windsor Circle

330+ Clients, Including…

Keeping Your Newly Acquire Customers

The Acquisition Treadmill

By the Numbers

$0

$50

$100

$150

$200

$250

$300

$350

1 2 3

Cu

sto

mer

Lif

etim

e V

alu

e ($

)

Number of Purchases

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

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

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.

Weaving Your Acquisition & Retention Strategy

Together

The Old Way | Anna’s Buying Path

Clicks on

Google AdLands on

WindsorCircle.comVisits Site Visits Site

Visits SiteReceives

Newsletter

Receives

NewsletterReceives

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

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.

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

Goals with Predictive Lifecycle Marketing

• Bring down the CAC

• Find high-value customers

• Hone in your customer’s buying lifecycle

• Create evangelists

Leveraging Data across Platforms

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.

Questions?

Resources:

www.WindsorCircle.com/omni-channel

Key Campaigns to Run Today Predictive Customer Value Module