What costs more?
Was ist ein Lösungsansatz für immer weitersteigende Customer Acquisition Costs?
generating more value with existing customers
Wie ist der Zusammenhang zwischen höherer Kundenloyalität und höherer Profitabilität?
higher customer loyalty results in significantly higher profitability
(-5% Churn -> 25-85% Profit)
Wer hat eine höhere Kaufwahrscheinlichkeit?
Wie viele der neuen Customers machen gewöhnlicherweise einen zweiten Kauf?
ca. 1/3
Wie kann retention und Brand Loyalty created werden?
Through contact with the brand and the product range
(a new customer has not yet have the same level of loyalty as an existing customer)
Was versteht man unter dem Customer Lifetime Value (CLV)?
net present value of the sum of all future revenues from a customer, less all costs associated with that customer
Was ist eine Möglichkeit den CLV zu berechnen?
Was kann man Customer Segments by value managen?
bring CLV and campaigns together
CLV based personalisation
behaviour based email
Wie könnte Value Based Personalization für verschiedene CLV Predicitions, Conversion Probabilities und Conversion Values aussehen?
Beispiel zu Value Based Personalisation
Was mache ich für
high CLV
high Conv Prob
high Value Prob
Action
low Conv Prob
very high Value Prob
Coupon?
low Value Prob
Bundles, Threshold, Coupon
low CLV
Small Coupon?
What is predicitive CRM?
With the help of predictive CRM, companies can make predictions about customer behaviour in the areas of sales, marketing and service
The analysis of past customer behaviour is used to strenghten customer loyalty and identify opportunities for cross-selling or up-selling in order to maximize customer lifetime value
Was passiert, wenn brands nur eine blurry vision on their customers haben?
They´re lacking a complete picture on
Who their customers are
What their customers have done
Which preferences they have
How valuable they are
What they are likely to do in the future
-> Wasted effort and time, unnecessary promotions, bad personalizationm overcontacting
-> poor user experience and ROI
Was spricht dagegen einfach viele Emails zu versenden?
received as spam
fewer customers read the emails
will take time to produce additional email
Langfristig mehr Kosten als zusätzlichen Revenue
What factors generate CLV?
Weeks since last purchase
Purchase frequency in “private label” category
Revenue in “accessories” category
Buying frequency in “bags” category
Wie sieht der Data Science Process aus?
Business Understanding
Data Understanding
Data Preperation
Modelling
Evaluation
entweder wieder 1 oder Deployment
Zuletzt geändertvor einem Jahr
