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welcome to post funnel insider a weekly broadcast touching on various areas of crm marketing thanks for joining us today i'm amit optimus vp of marketing today we'll start with some news and headlines then we'll have a fierce debate on one of the most controversial topics in crm measuring its impact and contribution after that we'll have killer tips on how to define principles and objectives for your crm plan and we'll tie things up with yet another crm critique this time we'll focus on west elm's relationship marketing lay back pump the volume up and prepare for a good dose of crm juice enough for me let's hand off to post funnels editor-in-chief nissan palette to share some news and headlines from this week nissan hello amit okay one big deal for us today and one smaller deal the big thing walmart plus um the super mega retail giant who's getting its fair share of attention in the tick tock sweepstakes these days as well has launched the long-awaited service walmart plus this week now some say it's basically a rebrand of an existing program the grocery unlimited but first sometimes branding is everything and two it's got some new perks to it um and taking into consideration the fact that walmart's e-commerce intents are clear um given their interest in tick-tock um you can be sure that more perks would come because whatever they launched now is not enough um to get the number one goal of this thing to be an amazon prime killer now this is a news segment so here's the news this just in it won't be right nothing can kill amazon prime it's got the market share of tap water but with its deep pockets almost 5 000 stores uh significant existing digital presence and don't forget jet too and walmart's interest in developing its e-commerce capabilities then following this company's moves um in the next few months as they try to not just become an amazon prime killer but also get clients away from amazon could be a great lesson for all marketeers in the months to come or even more than that whether they manage to do it or not and the second story for us today ben and jerry's now we've talked about them here numerous times in recent months because they are probably the most vocal genuine voice when it comes to social and racial issues amongst brands and now the ice cream maker's latest project is a podcast on america's history of racism and white supremacy um who we are a chronicle of racism in america that's the name of podcast it will launch september 15 about two weeks from now we've raised the topic of podcasts by consumer goods brands here before we said it's a low-hanging fruit and that such podcasts can easily be tied to a brand's values and here ben and jerry's are turning this thing on its head in the most powerful meaningful valuable way i've seen in this context so we love ben and jerry's in more than one way that's it from me see you next time nitsan is ben and jerry's marketing really that great or are you just exposed to it more than other brands since you're an ice cream lover in any case i do agree with ben and jerry's doing a great marketing personal request give me some news on burger king next week when it comes to creative advertising they kill it thank you nissan let's heat things up a little bit how do you measure the effectiveness of your crm after being in this business for a whole lot of time trust me that any crm professional will give you a different answer to that question now that's exactly the type of question that has the potential to become a heated debate let's put that to test nitsan back to you what's the right way to measure crn hi thank you amit and welcome to another head-to-head debate here at post final insider this week we got measuring crm contribution a big big topic for everything optimove does and the question is to uplift or not to uplift we got henophil on one side of the of the ring a director of data science bs not to be confused with nintendo ds he will be advocating to uplift while measuring through uplift and on the other corner we got ronnie cohen director of customer success based in the uk um and she will be taking the not to uplift uh approach even though that's not what she's been preaching for the last five years um here optimove it's okay i'll mention again these debates are sometimes uh mostly for the sake of the debate right one side's just taking the um there is advocate cornell and showing the other side and i think that this is one of those debates all right so with no further ado we'll start with ken and you've got 30 seconds for the first round and again then one you got 30 seconds we have two ounce um pirate will okay so uh i believe that uh we can have the nicest nicest marketing plan but if we don't measure the results for communications we might be just throwing money but it has no impact so by saying the right uplift kpis we can measure the campaign success and understand what's uh what what is the value of those campaigns i know so by extending this test versus control to abc test that this will give us a view of what works better and for whom which allows us to also make some fine tunings where necessary and basically we'll measure without measuring the uplift we will not be able to optimize the communications and we'll just keep letting our gut feelings control the situation those were 35 seconds sorry about that lenny sure so uh playing the devil's advocate but kind of responding to what ken said so he said uh when we use uplift we're just throwing money where we don't know uh how it's where we're throwing it for i would actually say the opposite when we do uplift we always have to have some sort of control group a hold down group meaning that there are customers that i know for a fact i will not be communicating with and therefore i'm just leaving money on the table so i know for sure that no money um uh will be received from these customers um more than that i think uh when we i'm sorry that is it but by the end of round one round one are i think ken is in the lead um you know what wait till round two i think we'll do one two a little different and we let just to only continue from where she left off here so a few other things to take into account when we want to understand why not to uplift first of all i think to uplift it's a much more difficult uh kpi to measure i need scientific tools and not everybody can do that not only is it difficult to measure it's also much more difficult to communicate internally within the company whereas other kpis like opens and clicks they're easy to communicate they're easy to measure and they don't take they are not affected by any outliers um more than that when we talk about uplift and we are we do want to understand you know how much we're making from different campaigns uplift looks at a revenue metric but it doesn't look uh doesn't take costs into account meaning that we might make some we see an up and a positive uplift but the roi of the campaign will still be negative right um final words okay so i think that uh you do leave some money on the table when using um maybe testing but then if you use any other attribution method it will probably lead to free results and not accurate uplift you might think that you see some incoming accounts and card clients but it just might be randomly them making purchases but not really reacting to your communications uh regarding measuring uplift it's not i don't think that is that uh complicated but and it does lead to great results and if a client doesn't have the ability to do it in-house optimum might be a good fit because we do have it as one of our features and uh just about the kpis uh okay i think uh just uh i just wanted to add about the kpis that just when choosing the right kpis we can also ignore um the skew that uh using uh long ones might lead to i really loved the optimal plug though um was right in place um and so after two rounds did anyone convince the other i think i have to get off the move now all right next um all right so um in the tradition of um online debates no one convinced the other side we bo everyone goes home with the opinion that they came with all right so i think that's it for this week thank you honey thank you fam and back to your amit i love how you mixed up the format it's on ronnie got 60 seconds to argue her opinion now that doesn't seem fair but even with that advantage seems like the answer to the question to uplift or not to uplift is quite clear uplift otherwise you're shooting in the dark thanks much roni hen and nitsan now that you're hopefully convinced that the right way to measure crm effectiveness is uplift let's take a step back and go to the basics defining principles and objectives in your crm plan i feel privileged to hand off to angelique gold data insights consultant reporting to you live from optimove's london office i always wanted to say reporting to you live from dreams come true anjali stage is yours thanks amits and thank you for having me so today i'd like to briefly talk about the objectives and set of principles of a marketing plan that you would need to think about and define before building out your plan and they can differ by life cycle so specifically i will show you examples of how your data and the analyses you conduct can define your set of principles which would contribute to the success of your plan so i want to show you an example of the objectives and principles i put together for a registered only life cycle for one of my clients recently some of these objectives here may seem obvious for example to increase conversion or brand awareness but others may be derived from what we can see in your data for example for this client specifically i noticed that less than 10 percent of their registered only customers were targeted with a campaign on a monthly basis so the last objective is to increase customer reach in terms of the principles three were derived from my clients data and the first suggestion is to invest more resources in the first week when the chances to convert are much higher the second suggestion was to target customers three to four days after the previous campaign based on their customers purchasing and browsing behaviors and then the third suggestion is to use web activity data or any data they have on registered only customers to increase personalization and to better target them and in the last two principles these come from our best practices so firstly using a variety of templates to increase engagement and then building brand awareness so it's super important to keep your brand top of mind earlier on in the customer's journey so today i wanted to show you an example of a couple of analyses i conducted to define these principles so firstly in this chart here we have the proportions a proportion of customers broken down by the time between their registration and first purchase so we have the customers who have converted on the same day as their registration up to one week two weeks etc so from these distributions we can see that the majority of customers converted up to one week since their registration so the suggestion is to invest more resources in the first week when the chances to convert are much higher and in this example here we have used web activity data to increase personalization so specifically in this chart we have shown you the distribution of customers broken down by the number of web activity days they've had within 30 days of their registration and in the orange line we have the proportion of these customers that converted after one month from looking at these distributions and conversions we decided to split these customers into three groups so we have customers with low mid and high activity so from what we can see here customers with high activity are more likely to convert after a month so as these customer groups behave differently the suggestion is to target them with different content to increase conversion so overall use any data you have on registered only customers to increase personalization and to better target them and if you guys have any questions or would like to see more examples please feel free to contact the professional services team thank you for listening in as a highly ocd person i'm a big fan of methodologic approaches seems like this approach can be applied to any segment or group of customers and help clearly define a plan for each thanks much anjali great stuff if you have any questions about this approach please do not hesitate to reach out to optimus strategic services team they can be found at services optimove.com now let's go learn from others experience daphne scheinberg staff writer at post funnel applied her crm seven commandments method to review and rate west elm's relationship marketing let's see what we can learn from one of the best home decor brands out there daphna hello everyone so west elm goes by the slogan of good for people good for the planet good for you but are they any good at crm let's find out number one be transparent 10 out of 10. it's no secret that the retailer is environmentally conscious eco-friendly and that they support sustainability initiatives um on their website for instance they're very clear as to what they how they create and what they put in their products number two incentives uh wellstem actually surprised this in a good way uh with the amount of promotions and offers that they handed out on their website for instance this 40 off uh banner they have an entire shop on sale category um when we added an item to our cart um we were offered a 20 off discount and this um cash back offer for credit card holders number three be relevant 10 out of 10. recently west elm design techs and krypton banded together to launch a line of fabric for the age of covid um not only will it be durable but it's also easy to clean and disinfect which is timely and relevant for obvious reasons they also have a free and safe curbside and store pick-up option which is obviously relevant for covert times as well number four be helpful six out of ten um obviously the brand um uh is sustainable support sustainability um and that's top of mind for the company and ing to its website 60 of their products support at least one of their sustainability initiatives which is great however we deducted some pointer because we didn't see the brand giving back to society like some others have that we recently graded and you can see those below at the end of this article number five real-time personalization five out of ten um when adding items to our cart uh the pair with option is a great upselling technique and the only reason we deducted points here is actually because we weren't retargeted in real time by the brand and there were no cross-selling techniques implemented number six master ux overall we had a great experience with the brand on their website we liked this shipping option which tells you the exact delivery estimate dates um we like the free design questions chat and this fabric filter when choosing a color which literally tells you exactly what's in the fabric and how to care for it and last but not least leverage social media we always check the same three social channels which is facebook twitter and instagram and the brand posts content that includes promotions events in the world plm support covert relaxation tips and more so overall west em is getting a 57 out of 70 here which is 81 percent putting them in fourth place just above best buy and that's it for today thank you west element good company there between best buy and uniclue thank you daphna that's it for today another post funnel insider broadcast has come to an end if it makes you too sad you can go ahead and visit optimove.com pfi for an archive of all previous broadcasts another fact that might comfort you is that we'll be back again next thursday with another fascinating broadcast of postponed cider 11 a.m eastern time next thursday until then keep calm and continue perfecting your crm