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EMARSYS SMART INSIGHTTHE ULTIMATE ANALYTICS PLATFORM FOR CUSTOMER LIFECYCLE MARKETING

EMARSYS SMART INSIGHT

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MAXIMIZE CUSTOMER LIFETIME VALUE THROUGH RETENTION

Why Customer Lifecycle Marketing Analytics?

The main objective of every commercial business is to maximize customer lifetime value.

The best strategy to maximize lifetime value is to identify customer personas according to lifecycle status, and optimize performance for each.

Marketers need data-driven insights to effectively target their customers along the customer lifecycle in order to maximize retention and increase lifetime value.

Customer lifecycle analytics is what lets marketers optimize performance for personas by: understanding customers, discovering new opportunities,

introducing lifecycle-specific automation, and measuring effectiveness in real time.

Smart Insight is the ultimate analytics platform for customer lifecycle marketing.

Using data science and machine learning to power detailed visual reports, Smart Insight enables the marketer to: discover new opportunities, understand customer personas, and measure the effectiveness of each action.


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The Challenges of Customer Lifecycle Marketing

DATA BLINDNESS

In B2C, it is necessary to fully understand millions of different customers. With so much data captured from so many touch points, that all needs processing, marketers can get lost without built-in reporting and customer KPIs.

ACTIONABLE SEGMENTATION & DATA FRESHNESS

Every decision made and action taken in lifecycle marketing depends on the freshness of the data and the ability to instantly segment for engagement automation. Keeping campaign segments up-to-date and, populated with the most recent data, is a challenge for the marketers ability to act.

INACCESSIBLE REPORTING

Many marketers in charge of digital communication do not have quick access to create and view the detailed reports they need in order to make the data-fueled decisions that drive customer engagements. Data and reporting that might exist in an organization's other departments is often inaccessible, to the marketer resulting in poor decision-making ability.

WORKING ACROSS DATA-SILOS

Contending with multiple data points increases the admin overheads for marketers who spend more time trying to align their data. With website data, purchase data, and campaign data dispersed across different systems, marketers struggle to unify and streamline their analytics and segmentation.

IDENTIFY VALUE DRIVERS

To build success, marketers need to constantly test campaign variations, without necessarily knowing what 'good' means. It is difficult to implement statistical control group testing, or attribute success to actions which can easily be measured against the baseline business performance.

HEAVY IT REQUIREMENTS

Business Intelligence projects are often expensive or slow, and therefore completely unviable for many B2C companies. They are full time projects that need to be maintained by IT and require analysts to build reports and understand the results.

HOW TO INCREASE CUSTOMER LIFETIME VALUE

LEADS FIRST-TIME BUYERS ACTIVE BUYERSDEFECTING

CUSTOMERS

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TIME

CLTV

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Engage & grow active customers

Increase retention and win back inac-tive customers

Convert more leads


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The Power of Emarsys Smart Insight

Smart Insight uses data science and predictive analytics to maximize customer lifetime value by blending advanced actionable intelligence technology with a fully automated multi-channel platform.

The solution is wholly integrated with the B2C Marketing Cloud, and provides immediate segmentation, unifi ed-profi le management, and data-driven analytics powered by advanced machine-learning technology.

Discovernew opportunities hidden in

the data

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Understandyour customers as

personas

Automateengagement strategies by

persona

Measureresults to strengthen

performance

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THE FOUR KEY COMPONENTS OF SMART

INSIGHT:


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Understand personas using smart metrics

DISCOVER

Lifecycle SnapshotsSee a snapshot of your customer distribution by lifecycle and spend. Diff erentiate active small spenders from your platinum defecting buyers at-a-glance.

The Next Best ActionsLet data mining and machine learning predict the next best action. Let future projections identify where to focus your eff orts to maximize return.

Product Affi nitiesDiscover similarities between people that share affi nity with specifi c products. Take advantage of new opportunities with highly targeted, product-specifi c messaging.

UNDERSTAND

Smart MetricsCombine conversion rates, revenue predictions, purchase patterns, and engagement statistics to comprehend personas. Easily render a profi le of each persona, using metrics like time between purchases or lead acquisition value to inform decision making and strategy.

Drill-Down AnalysisA set of rich reports enable you to view personas from diff erent angles, with the ability to drill down and further analyze data at the most granular level. See information such as purchase likelihood, revenue trends, average order values, best-selling products, and much more.

Success AttributionUnderstand the contribution of your engagement eff orts to the business' overall revenue generation. Use intuitive visualizations to quickly highlight campaign results for each and every customer lifecycle stage.

Discover customers by lifecycle status and spend


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AUTOMATE

Lifecycle OptimizationAutomate programs that treat every customer according to their status, to strengthen customer loyalty, keep them active, and boost lifetime value. Build up programmatic responses to reward active-customers, prevent defections, and more.

New Lead Conversion Boost the effi ciency of your lead-conversion funnel. Identify and follow up on leads that did not react to your welcome program, then target them with follow-up campaigns before the window of opportunity closes.

Cross- and Up-sell CampaignsRemind customers to restock just as their products begin to run out, or suggest specifi c products based on past purchases or predicted product affi nity. Let the cloud handle the details of post-sale opportunities, and capitalize on the purchase momentum.

MEASURE

Execute automated lifecycle campaignsIdentify revenue distribution according to purchase behavior, or to compare one-off purchase volume with recurring purchase volume. Turn revenue streams into performance indicators to start seriously moving towards a more profi table, retention-driven revenue model.

Conversion Rate PerformanceMeasure how well the business is converting customers by lifecycle group. Monitor that change over time to understand which campaigns drive the best results and how to build on them.

True Added ValueApply scientifi c control group split testing to verify campaign performance and identify where campaigns are adding true value. Identify the key components of your winning formula, and then build on that success in future campaigns.

Retention Revenue Impact

Analyze impact of repeat vs fi rst time buyers


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What do our clients say?

“We’ve used Smart Insight for many different things. One is about understanding which customers are moving from lapsed to active, or unfortunately the other way. It’s also enabled us to focus on particular product category groups and really understand the active segments within surf, snow and skate, and make sure that we’re making the right marketing efforts for those customers.”

Jon Lane COO, Surfdome

“Today’s customers are looking for a personalized approach, along their entire lifecycle. We are convinced that choosing Emarsys enables us not only to perform automated email marketing, but also, thanks to Smart Insight, intelligent and differentiated customer engagement; exactly what our customers are asking for.”

Todd McElmurray European e-commerce Marketing Director, Toys ‘R’ Us

Smart Insight’s Unique Capabilities

Built for B2C Customer Lifecycle Marketing

Emarsys understands the challenges of the industry and how customer lifecycle marketing should work, with pre-built reports and metrics available to help marketers answer their key challenges.

Augmented Intelligence

Our unique approach to customer lifecycle scoring, smart metrics, predictive analytics, and product affinity results in a powerful data combination that enriches the contact profile. With these intelligent profiles, marketers can make the smartest decisions possible to drive conversions.

At the Heart of the Emarsys Cloud

Fully integrated, providing segmentation with a click of a button, unified profile management and data-driven analytics that plug directly into the automated cross-channel orchestration platform.

ROI Focused

With built-in ROI indicators, such as the Next Best Move Advisor, Success Attribution, and Value Control, marketers know what 'good' means and where to focus their efforts. With the ultimate goal of maximizing customer lifetime value, Smart insight keeps the marketer on track with detailed strategic reporting designed for high-level decision makers.

Easy Onboarding

Reduce IT costs with our out-of-the-box solution and data extensions that integrate seamlessly with the Emarsys B2C Marketing Cloud. Effortlessly transform your data into insights, and hit the ground running.

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