the power of smart counting at the realreal
TRANSCRIPT
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The Power of Smart Counting at The
RealReal
Housekeeping
• We will do Q&A at the end.
• You should see a box on the right
side of your screen.
• There is a button marked “Q&A”
on the bottom menu.
• We will be recording this
• We will send you the recording
tomorrow.
• We will also send you the slides
tomorrow.
RecordingQ&A
Demo
• We will have a demo at the end!
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Bernice WongHead of Business Intelligence
Abby WestProduct Manager
Meet the Speakers
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AGENDA
1.2.3.
Marketing Analytics Overview
The RealReal Overview
The importance of knowing who you’re talking to
4.
Q&A
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TransitionMarketing Analytics Overview
THE BASICS
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THE BASICS
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ROI
Tracking Revenue
Tracking Spend
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THE BIGGER PICTURE: THREE STAGES
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Acquisition
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THE BIGGER PICTURE: THREE STAGES
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Acquisition
On-site Flow2
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1
THE BIGGER PICTURE: THREE STAGES
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Acquisition
On-site Flow2
Remarketing
(1) ACQUISITION: CHANNEL ANALYSIS
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1 Acquisition
(1) ACQUISITION: CHANNEL ANALYSIS
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(1) ACQUISITION: CHANNEL ANALYSIS
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(1) ACQUISITION: COHORT ANALYSIS
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(2) ONSITE FLOW: CUSTOMER JOURNEY
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On-site Flow2
(2) ONSITE FLOW: CUSTOMER JOURNEY
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(2) ONSITE FLOW: CONVERSION TRENDS & A/B TESTING
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Test those hypotheses using A/B Testing
See Outcomes
Mention LystMention Looker
FORM CHANGE
RETENTION & REMARKETING
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3 Remarketing
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TransitionMarketing at The RealReal
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“Our mission is to be the world’s premier online luxury resale store” – Julie Wainwright, Founder & CEO
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Use Cases
Flexible Segmentation
Behavioral Segmentation
Segment-Based Campaign Evaluation
FLEXIBLE SEGMENTATION
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Lifetime value
Product breadth
Milestone dates
Case Example: We would like to extend a special app offer to spark re-engagement. Who should receive it?
FLEXIBLE SEGMENTATION
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Lifetime value
Product breadth
Milestone dates
Case Example: We would like to extend a special app offer to spark re-engagement. Who should receive it?
Should we offer it to our best customers? What is the cut off point?
FLEXIBLE SEGMENTATION
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1 Lifetime value
FLEXIBLE SEGMENTATION
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1 2Lifetime value last 12 months
FLEXIBLE SEGMENTATION
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Lifetime value
Product breadth
Milestone dates
Case Example: We would like to extend a special app offer to spark re-engagement. Who should receive it?
Should we offer it to our best customers? What is the cut off point?
Who is on the app? Who could we drive to the app?
FLEXIBLE SEGMENTATION
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1 2 3Lifetime value Last 12 months
Product Use
FLEXIBLE SEGMENTATION
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Lifetime value
Product breadth
Milestone dates
Case Example: We would like to extend a special app offer to encourage conversion. Who should receive it?
Should we offer it to our best customers? What is the cut off point?
Who is on the app? Who could we drive to the app?
Who is most likely to activate?
FLEXIBLE SEGMENTATION
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1 2 4Lifetime value Last 12 months
Engagement3 Product Use
FLEXIBLE SEGMENTATION
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1 2 4Lifetime value Last 12 months
Engagement3 Product Use
Final Target List
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Use Cases
Flexible Segmentation
Behavioral Segmentation
Segment-Based Campaign Evaluation
BEHAVIORAL SEGMENTATION
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How does your marketing team view your universe of users?
BEHAVIORAL SEGMENTATION
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Engaged Buyers EngagedConsignors
LapsingConsignors
Members
Lapsing Buyers
LapsedConsignorsLapsed Buyers
EngagedBuyer & Consignor
Lapsing Buyer & Consignor
LapsedBuyer & Consignor
BEHAVIORAL SEGMENTATION
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Engaged Buyers EngagedBuyer & Consignor
EngagedConsignors
Lapsing Buyer & Consignor
LapsingConsignors
Members
Lapsing Buyers
LapsedBuyer & Consignor
LapsedConsignorsLapsed Buyers
BEHAVIORAL SEGMENTATION
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Engaged Buyers EngagedBuyer & Consignor
EngagedConsignors
Lapsing Buyer & Consignor
LapsingConsignors
Members
Lapsing Buyers
LapsedBuyer & Consignor
LapsedConsignorsLapsed Buyers
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Use Cases
Flexible Segmentation
Behavioral Segmentation
Segment-Based Campaign Evaluation
CAMPAIGN EVALUATION
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Case Example: We launched a credit campaign to re-engage customers. What did we observe in the behavior of our user base over that period?
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Engaged Buyers EngagedBuyer & Consignor
EngagedConsignors
Lapsing Buyer & Consignor
LapsingConsignors
Members
Lapsing Buyers
LapsedBuyer & Consignor
LapsedConsignorsLapsed Buyers
CAMPAIGN EVALUATION
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Engaged Buyers EngagedBuyer & Consignor
EngagedConsignors
Lapsing Buyer & Consignor
LapsingConsignors
Members
Lapsing Buyers
LapsedBuyer & Consignor
LapsedConsignorsLapsed Buyers
CAMPAIGN EVALUATION
1
2
CAMPAIGN EVALUATION
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1. Days since last purchase
2. Days between purchases
last purchaselast purchase - 1
Current size of engagement buckets
Activity by historical engagement bucket
last purchaseCampaign
period Today
Campaign period Today
x days
y days
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2
CAMPAIGN EVALUATION: LOOKER DASHBOARD
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300,000bought in the last 30
days
200,000bought in the last
30 - 60 days
100,000last bought 60+ days
ago
10,000
5,000
5%
5%
illustration:
330,000bought in the last 30
days
180,000bought in the last
30 - 60 days
90,000last bought 60+ days
ago
20,000
10,00010%
Outside campaign During campaign
10%
5% 10%
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SO What?
• Know your audience - who are you talking to?
• Dynamic segmentation is critical - empower your stakeholders to count on their own
• Think strategically and creatively about what and how you are counting
Focus your resources on driving outsized value
Q&A
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Let’s See The Demo!
THANK YOU!