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 Acquired Customers

The Acquisition Treadmill

By the Numbers

1 2 30

50

100

150

200

250

300

350

Number of Purchases

Cust

omer

Life

time

Valu

e ($

)

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 DataKnowing 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 Ad

Lands on WindsorCircle.com Visits Site Visits Site

Visits SiteReceives Newsletter

Receives Newsletter

Receives Newsletter

Visits SiteWeb 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.

Resources:www.WindsorCircle.com/omni-channel

Key Campaigns to Run Today Predictive Customer Value Module

Questions?