Hi,

No one has ever said that a good marketing strategy is like a good sharpshooter, but they should’ve. Do you know why? They both are hyper-focused on what matters. However, finding “what matters” in marketing is more difficult than it sounds. Luckily for you, Optimove is filled with tools to help you with that.

In this edition of our magazine, we will focus on how you can analyze trends across your customer base. For example, you might want to know:

Where should you focus your efforts to maximize the value from your customers?
Which customer age group has the higher future value?
What marketing channel acquires the customers with the highest longevity?

Whether you are looking to learn what gives you the best “bang for your buck” or find yourself with some extra time to explore some customer macro-trends and plan for “the day after”, we have you covered.

Before I sign off, I wanted to let you know that just like we released a redesigned Migration explorer in early April, we will be releasing friendlier versions of most of our reports over the next few months. I

Hope you enjoy them.

Cheers,

Shai Frank, VP of Product

Introducing the Redesigned Inter-stage Migration Report

Tracking customers’ migrations between lifecycle stages give you the insights you need to know how your conversion, retention, churn and reactivation rates are trending over time.

With the new Migration Explorer, you can:

Analyze migration patterns across lifecycle stages and periods
View the flow of customers from one lifecycle stage to the other.
See the number of customers in each lifecycle stage
Understand the average revenue per customer generated by each particular migration.

For use cases on how you can use this report and more detailed information, click here.

Going a Layer Deeper

Analyzing lifecycle stages is great, identifying the layers to focus on within each lifecycle stage is mastery! The Customer Explorer allows you to do just that.

Use explorer’s compare groups and group migrations to understand how your customers are migrating between different layers or target groups within lifecycle stages. over a certain time period.

For example, if the percentage of Active customers migrating from low-risk churn target groups to high-risk churn target groups is especially high, you might want to focus on creating campaigns that reengage your Active customers.

Similarly, if customers are migrating from target groups with high-frequency customers to lower-frequency ones, you might have to revisit the time between activity incentives such as a return purchase or new deposit.

Measuring the LTV of Customers by Groups

The LTV by Group report helps you identify your most valuable customers by any customer attribute. For example, discover which regions, affiliates, or acquisition sources are the most valuable based on the average customer LTV stemming from each.

Using the LTV by Group report can help you be smarter when deciding what activities to stop or which ones to double down on as you move forward.

LTV by Group Example – Which Age Group is Most Valuable?

Answering which customer age group is your most valuable one, should not be a difficult ordeal. If you have a custom attribute that divides your customers based on age brackets as seen in the example below, you can use the LTV by Group report to answer it easily.

For example, it seems that this brand’s acquisition efforts are focused on the 26-35 age bracket since it has the largest number of customers. However, those aged 46 to 55 are actually 22% more valuable in the long term (LTV of $72 vs. that of $59).

Similarly, you can identify the LTV of your customer groups based on any customer attribute you have in your Optimove instance.

In order to create such a campaign, use Optimove’s re-evaluating campaign option:

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