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“Using Advanced Data Strategies To Improve Buying Experience, Conversions, & Lifetime

Customer Value”

Jermaine Griggs

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#ICON14 @Infusionsoft

My Story

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• Infusionsoft Ultimate Marketer 2011

• Spoken at the last 7 Infusionsoft Events

• Most importantly, a happy Infusionsoft customer and success story.

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Griggs Quintet on TV!

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Pop Quiz

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Which one of these customers is more valuable to you?

1 Order,$1997,

24 months ago

2 Orders,$299,One week ago

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Which one of these customers is more valuable to you?

2 Orders,$5000,

24 months ago

2 Orders,$199,One week ago

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Which one of these customers is more valuable to you?

5 Transactions,$200k,

48 months ago

3 Orders,$30k,3 months ago

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Recency Is King!

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“A recent customer is more likely to buy again than a non-recent one”

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What Is A Customer or Client Anyway?!?

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A Customer Is…

Someone who:

1. Has done business with you in the past

1. Is expected to do business again in the future

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A Customer Is…

Someone who:

1. Has done business with you in the past

1. Is expected to do business again in the future

HistoricalValue

PotentialValue

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Huge Mistake:

Confusing Historical Value With

Potential/Future Value

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Good News:You’ve got the data to

put both to work for you!

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RFM Analysis

A way to look at your database by likelihood to buy

•Recency – When?•Frequency – How many?•Monetary – How much?

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RFM

2 Orders,$299,One week agoHigh RecencyMod FrequencyNo Monetary

1 Order,$1997,

24 months agoHigh Monetary

No RecencyNo Frequency

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Potential & Historical Value

• Recency – Potential/Future Value

• Frequency/Monetary – Historical/Current Value

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Low PotentialLow Historical

“Worst Customers”

Low PotentialHigh Historical

“Best Customers Gone (Going) Bad”

High PotentialHigh Historical

“Best Customers”

High PotentialLow Historical

“New Customers”

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Data Driven Marketing

Is about knowing who your real customers are and how to look at them

based on where they are!

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How To Automate Recency Tracking

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Recency Tracking Can Be Applied To…

• Purchases• Subscription Cycles• Clicks• Videos Watched• Flame Growth (Lead Score)

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For “Recency Tracking” Tutorial, Free Plugins, 26-pg Report, & 4 Free Videos, “How To Harness The

Power Of Automation To Make More While Working Less”

Text the word icon to:

(469) 208-6580Or visit:

AutomationClinic.com/icon

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Pop Quiz

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Which one of these customers do you spend your limited marketing

dollars on?

2 Orders,$299,One week ago

1 Order,$97,

3 months ago

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#ICON14 @Infusionsoft

Spend Money

On customers who are in the process of

changing their behavior (accelerating or

terminating)

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Huge Mistake:

Spending money or overly incentivizing

customers who were going to purchase

anyway

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“The Recency Ladder”

*Works for frequency,monetary, clicks, etc.

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How To Automate Frequency Tracking

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How To Automate Frequency Tracking

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Collecting Behavioral Data

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• The Bread Machine Story

38

Amazon + Recency Data

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Amazon + Frequency Data

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Amazon + Frequency Data

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41

Amazon + Recency Data

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42

Your Own AutomatedAmazon System!

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43

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44

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Invest the time to set it up…

And let automation & data driven marketing take your business to

the next level.

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3 Types Of People

• Those that MAKE things happen

• Those that WATCH things happen

• Those That Are WONDERING What Just Happened

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Thank You

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For “Recency Tracking” Tutorial, Free Plugins, 26-pg Report, & 4 Free Videos, “How To Harness The

Power Of Automation To Make More While Working Less”

Text the word icon to:

(469) 208-6580Or visit:

AutomationClinic.com/icon