The document discusses marketing analytics and segmentation strategies at The RealReal, an online luxury resale store. It outlines how the company analyzes customer acquisition channels, on-site behavior, and remarketing efforts. Key aspects include flexible segmentation based on lifetime value, product use, and engagement over time. The document also describes how the company evaluates marketing campaigns by observing shifts in customer engagement buckets and purchasing behavior during campaign periods.
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24. FLEXIBLE SEGMENTATION
24
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?
27. FLEXIBLE SEGMENTATION
27
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?
29. FLEXIBLE SEGMENTATION
29
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?
38. CAMPAIGN EVALUATION
38
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?
39. 39
Engaged Buyers
Engaged
Buyer & Consignor
Engaged
Consignors
Lapsing
Buyer & Consignor
Lapsing
Consignors
Members
Lapsing Buyers
Lapsed
Buyer & Consignor
Lapsed
Consignors
Lapsed Buyers
CAMPAIGN EVALUATION
40. 40
Engaged Buyers
Engaged
Buyer & Consignor
Engaged
Consignors
Lapsing
Buyer & Consignor
Lapsing
Consignors
Members
Lapsing Buyers
Lapsed
Buyer & Consignor
Lapsed
Consignors
Lapsed Buyers
CAMPAIGN EVALUATION
1
2
41. CAMPAIGN EVALUATION
41
1. Days since last purchase
2. Days between purchases
last purchase
last purchase - 1
Current size of
engagement buckets
Activity by historical
engagement bucket
last purchase
Campaign
period
Today
Campaign
period
Today
x days
y days
1
2
42. CAMPAIGN EVALUATION: LOOKER DASHBOARD
42
300,000
bought in the last 30
days
200,000
bought in the last
30 - 60 days
100,000
last bought 60+ days
ago
10,000
5,000
5%
5%
illustration:
330,000
bought in the last 30
days
180,000
bought in the last
30 - 60 days
90,000
last bought 60+ days
ago
20,000
10,000
10%
Outside campaign During campaign
10%
5% 10%
43. 43
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