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 Barriers Case Study – Lyft Next Steps to improving CLTV

We predicted We exceeded For 46% growth in this target by 38% LTV over Travis Perkins… 12 months

= + + + CLV T AOV AGM ALT

INCORPORATING “HUMAN IN THE LOOP” MACHINE LEARNING Case Study Marketing Automation and INTELLIGENT CLTV LESS TIME SEGMEN UNDERSTAND & RESOURCES OUR TATION USED USERS & INCREASED R.O.I AND THEIR PERSONAL INTERESTS ISATION

76% of Responders claim CLTV is a priority 38% of Client-side Respondents told us they measure and report CLTV Only 1% Of organisations have what they call a Mature approach to LTV

The 3 key benefits are: A Metric that is Improved You make relevant to all Customer more money Experience

Barriers to using LTV “It’s just not Lack of Senior Inability to Data Limitations Poorly a priority Buy in Measure CLTV No Single Integrated Customer View MarTech

Key Functions for improving LTV Business Commitment Data AI & Machine Learning Predictive Analytics

Business Commitment

Data

AI & Machine Learning

Predictive Analytics How Analytics Drives Customer Life-cycle Management

Convert Multi - purchase Model Model VIP Model Churn Unsubscribe Model Model

Jan Apr Aug Jan Apr Aug 3.8% 5.8% 3.2% 3.1% 2.9% 1.4% PROPORTION PROPORTI OF CHURN RATE OF VIP’S ON Feb Mar May Jun Jul Feb Ma Ma Jun Jul r y Case Study Case Study Predictive Predictive – Churn Model – VIP Model OVERALL VIP SEGMENT SIZE INCREASED BY 66%

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