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

2014 Holiday E-commerce recap + Tips for 2015 from marketing leadersBrett Robbins, Head of Business Development, Custora Ryan Urban, CEO, BounceExchange

W E B I N A R +

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

1. Hello

2. Holiday recap (survey + prizes)

3. 3 trends for 2015

4. Great holiday strategies

5. Using those strategies in 2015

6. Q & A

W E B I N A R +

Brett Robbins, Head of Business Development, Custora Ryan Urban, CEO, BounceExchange

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

2014 Holiday E-commerce recap + Tips for 2015 from marketing leadersBrett Robbins, Head of Business Development, Custora

W E B I N A R

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

We’re working with sharp teams. Intro to Custora

Custora is a predictive analytics platform that helps retailers improve customer acquisition and retention.

Teams

Tools

Data

This is our sweet spot

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

We work with sharp teams.

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

T

Now we’re talking

1. Holiday 2014 Recap

2. 3 trends for 2015

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

1. Revenue growth

2. Mobile e-commerce

3. Marketing channel performance

T

2014 Holiday E-commerce Recap

Data based on The Custora E-Commerce Pulse: Tracks real-time e-commerce transaction data from over 100 US retailers, over 100 million online shoppers, & over $40 billion in e-commerce revenue.

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

1. Revenue growth

Newegg CMO

G R O W T H

“People are realizing it’s a season of shopping that is no longer limited to one or two days.

People are turning it from a day-long occasion to a month long occasion.”

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

1. Online growth, broader calendar

US e-commerce holiday revenue was up 15.6% vs 2013

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

1. Online growth, broader calendar

Note: 2013 dates are shifted by one day to enable year-over-year alignment.

N OV D EC0 3 0 30 5 0 507 070 9 0 91 1 1 11 3 1 31 5 1 517 171 9 1 92 1 2 12 3 2 32 5 2 52 7 2 72 9 2 90 1

R E V E N U E BY DAY C Y B E R M O N DAY +1 5.4%

S I LV E R M O N DAY ? +12 .4%

C Y B E R T U ES DAY +1 3.7 %

G R E E N M O N DAY + 0.7 %

B L AC K F R I DAY +2 0.6 %

T U R K E Y DAY +17.7 %

US e-commerce holiday revenue was up 15.6% vs 2013

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

2. Mobile e-commerce

M O B I L E

“We know that 75 percent of our digital traffic will come from mobile by the holidays so it’s an incredibly important “front door” for Target.”

Target CEO

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

2. Mobile e-commerce growth

One out of four online purchases (24.5%) came from a mobile phone or tablet

Mobile shopping increased 32% from 2013 (Up from 18.6%)

M O B I L E O R D E R S BY DAT E , 2 0 1 3 v 2 0 14SHARE (%) OF MOBILE ORDERS ON HOLIDAY OVERALL

81.4

10.4

8.2

75.5

24.5

10.7

13.8

20142013

TABLET

DESKTOP

TOTAL MOBILE %

PHONE

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

3. Marketing channel performance

C H A N N E L S

Kirk, a shopper from NYC

“The targeted ads I get from Google are just so good! Especially around the holiday season they’re always showing the things that I want.

They’re all up in my brain!”

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

3. Email & search win the holidays

Search leads the way

Email stays strong

Organic

21

Paid

17.5

Email

17.7

Affiliate 10.9

Social 1.9

Display

0.8Direct 24.9

Other 5.5

O R D E R S BY M A R K E T I N G C H A N N E LSHARE (%) OF HOLIDAY E-COMMERCE ORDERS BY MARKETING CHANNEL

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

3. Email & search win the holidays

27.3% Orders from email

23.9% Orders from email

23.1% Orders from email

Black Friday Cyber Monday Turkey Weekend

Email drove the most orders for the biggest holiday shopping days

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

Survey Break

S H A R E

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

For 2015, we’re prioritizing:

A. Customer segmentation

B. Unifying data from multiple sources

C. Optimizing campaigns using customer lifetime value

D. Customer insights and analytics

E. Testing and automating email campaigns

All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour 2015 Planning Session from Custora

Survey: Your plan for 2015

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

1. Insights2. Acquisition3. Retention

T

Looking ahead for 2015

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

1. Getting data out of “silos”

I N S I G H T S

“This helps us provide more focus on the in-store opportunities. Instead of asking ‘How can we grow online sales?’ we focus on ‘How can we drive overall sales, regardless of where the transaction occurs?’”

GameStop EVP of strategic business and brand development

C H AT T H E M .2 0 Q U E S T I O N S ?

1. Getting data out of “silos”

ARIZONA

CLV

BROOKYN

Combined online purchase data with offline loyalty programs.

Surfaced insights to drive marketing across channels (e.g. email)

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

2. Optimizing with CLV (Customer Lifetime Value)

A C Q U I S I T I O N

“2015 priorities: Data mining to better understand channel acquisition attribution and customer value.”

Liveoutthere.com Marketing Team

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

2. Acquisition analysis with CLV

Evaluate channels more accurately with CLV vs single purchase revenue/conversions

BaubleBar saw that their best customers came from Facebook.

C H AT T H E M .2 3 Q U E S T I O N S ?

2. Acquisition analysis with CLV

Search

First purchase

Facebook

Evaluate channels more accurately with CLV vs single purchase revenue/conversions

BaubleBar saw that their best customers came from Facebook.

C H AT T H E M .2 4 Q U E S T I O N S ?

2. Acquisition analysis with CLV

Search

First purchase Lifetime

Facebook

Evaluate channels more accurately with CLV vs single purchase revenue/conversions

BaubleBar saw that their best customers came from Facebook.

C H AT T H E M .2 5 Q U E S T I O N S ?

3. Personalization & Segmentation

R E T E N T I O N

“We don’t need more customers — we need the customers we have to spend more time with us.”

Macy’s CMO

C H AT T H E M .2 6 Q U E S T I O N S ?

3. Segmentation & personalization

Identify “product affinity segments” to deliver more personalized emails.

C H AT T H E M .2 7 Q U E S T I O N S ?

Churn reach out at the right time

to save customers

CLV Optimize ad spend for long-term high value

customers

Which devices Right items on the right devices

to increase conversion

How often Reduce unsubscribes and

increase conversions

When to send things Optimize communications

to increase orders

What to send Personalize communications

in email, display, social

We’re working with sharp teams. Looking to 2015

C H AT T H E M .2 8 Q U E S T I O N S ?

Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics

Custora E-commerce Pulse

2014 Holiday E-commerce Recap Report

Add’l educational resources

C H AT T H E M .2 9 Q U E S T I O N S ?

C H AT T H E M .3 0 Q U E S T I O N S ?

WHAT DID ELITE MARKETERS DO THIS HOLIDAY SEASON?

Plan the promotional schedule early

AT LEAST 3 MONTHS IN ADVANCE

Consumers think about shopping as early as Halloween. Your messaging should be tailored to catch them in the pre-holiday shopping mindset

Promotions and deals are not limited to only Friday and Monday

People typically start shopping right after the holidays, so start your promotions at least 7 - 10 days before or better yet start right after halloween.

Add Specific Email Capture for BF / CM Access

“GET ACCESS” TO BLACK FRIDAY AND CYBER MONDAY DEALS

Ask people to opt-in to email even if they are already a on your list. They are showing a sign of commitment.

Have a bit more assertive email capture strategy.

Create hype and urgency. Tell the people on the email list that they’ll get an email with a countdown to access the BF / CM deals

Avoid Daily Deals

BECAUSE THEY NEVER WORK

You’re wasting valuable online real estate space on both your email and your website for deals that may be only relevant to <10% of your audience.

It takes a ton of time to put together with no real return

Try Sitewide Sales with a Coupon Code

CAST A WIDE NET

Your sale can either be a specific $ amount or a %. The 2nd option is preferable. You can include exceptions.

People will naturally add more to cart during this period so don’t limit their choices

Let your audience know about the sale (Tip: don’t just put it on your homepage)

Structure Deals for Dual Benefits

GET THE BEST OF BOTH WORLDS

Setup tiered deals based on your average order value (Tip: Best practice is 3 tiers)

Use different deals for customers and prospects

This raises both conversion rates and average order value

HOW DO YOU RECOVER IN Q1 2015?

Get Creative with the “Holidays”

WHO SAYS CYBER MONDAY AND BLACK FRIDAY GET ALL THE FUN?

Don’t wait until the Q4 holidays to offer your best deals. We thought of a few below to get you started this quarter.

Make your customers’ shopping experience fun through games. Create scavenger hunts that unlock mystery deals throughout the site (Tips: Hide codes around the site--in product descriptions, names, images, set magical thresholds to see the next level)

Gets visitors to look at a lot of pages, including products they would have skipped otherwise. Also preps them for later sales.

Make CRO a priority in 2015A/B Testing

SMB / Mid Enterprise

- Optimizely- Visual Website Optimizer

- Optimizely- Maximyser- SiteSpect- Visual Website Optimizer

Heat Maps

SMB / Mid Enterprise

- Crazy Egg- GA- Hot Jar- Formisimo

- Clicktale

Behavioral Email Triggers

SMB / Mid Enterprise

- Vero-Triggermail- Autosend.io- Smarter Remarketer

- Bounce Exchange- Customer.io

Predictive Analytics

SMB / Mid Enterprise

- Custora

- RJ Metrics

- Kissmetrics

- Mix Panel

Lead Capture

SMB / Mid Enterprise

- FancyBox- Hello Bar

- Bounce Exchange

Video Hosting

SMB / Mid Enterprise

Wistia

Landing Page Software

SMB / Mid Enterprise

LeadPagesUnbounce

MarketoHubSpot Ion Interactive

Live Chat

SMB / Mid Enterprise

Olark LivePerson

Behavioral Automation

Bounce Exchange

Wire Framing

Balsamiq

CRO Agencies

Conversion Rate ExpertsWider Funnel

SiteTuners

Enterprise Only

Recommended Growing and Mid-Market to Enterprise Stacks

Life Cycle Marketing

Custora

Advanced retargeting

High frequency email automation

Facebook custom audience

Utilize Advanced Marketing Channels

Plan your A/B Testing Roadmap

6 MONTHS IN ADVANCE

Plan in 3 phases, not months

High Impact Tests (no button color)

Talk to Customer Service/Sales

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

Q & AC H A T U S +

C H AT T H E M .3 2 Q U E S T I O N S ?

More questions? Fun gifs?

info@custora.com

profit@bounceexchange.com

W E B I N A R +

Brett Robbins, Head of Business Development, Custora Ryan Urban, CEO, BounceExchange