Why Customer Lifetime Value could revolutionise your business and - - PowerPoint PPT Presentation
Why Customer Lifetime Value could revolutionise your business and key strategies to help deliver success using Marketing Automation Matthew Kelleher Agenda Case Study Travis Perkins Customer Lifetime Value Report What is CLTV? Benefits
Why Customer Lifetime Value could revolutionise your business and key strategies to help deliver success using Marketing Automation
Matthew Kelleher
Agenda
Case Study – Travis Perkins Customer Lifetime Value Report What is CLTV? Benefits Barriers Case Study – Lyft Next Steps to improving CLTV
We exceeded this target by
For Travis Perkins…
We predicted 46% growth in LTV over 12 months
CLV T AOV AGM ALT
= + + +
“HUMAN IN THE LOOP”
INTELLIGENT
SEGMEN
&
PERSONAL
TATION
ISATION
UNDERSTAND
OUR INTERESTS
USERS
AND THEIR
LESS TIME
& RESOURCES USED
INCREASED
Case Study
Marketing Automation and CLTV
Only 1%
Of organisations have what they call a Mature approach to LTV
38%
they measure and report CLTV
76%
CLTV is a priority
The 3 key benefits are:
A Metric that is relevant to all Improved Customer Experience You make more money
Barriers to using LTV
“It’s just not a priority Lack of Senior Buy in Inability to Measure CLTV Data Limitations No Single Customer View Poorly Integrated MarTech
Key Functions for improving LTV
Business Commitment Data AI & Machine Learning Predictive Analytics
How Analytics Drives Customer Life-cycle Management
Convert Model Multi - purchase Model Churn Model Unsubscribe Model VIP Model
Case Study
Predictive – Churn Model
PROPORTI ON
OF CHURN RATE
3.1% 2.9% 1.4%
Jan Apr Aug
Feb Ma r Jun Jul Ma y
PROPORTION OF VIP’S
3.2% 3.8% 5.8%
Jan Apr Aug
Feb Mar Jun Jul May
OVERALL VIP
SEGMENT SIZE INCREASED BY
Case Study
Predictive – VIP Model
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