This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
This product (Marketing Automation: Customer Lifetime Value) is a 20-slide PPT PowerPoint presentation slide deck (PPT), which you can download immediately upon purchase.
Technology has promoted every industry and occupation. Marketing has been one such function where scores of firms are now leveraging technological advancement to personalize marketing or bring efficiency in their advertisement expenditure—leading to the rise of Marketing Automation.
With more and more innovative tools becoming available to the marketers—such as Artificial Intelligence (AI) tools for one-to-one or segment marketing—they will have to focus those tools and ROI metrics on strengthening customer relationships. More and more organizations are turning to automation and advanced tools to optimize their marketing endeavours.
Leading marketers today are not only aware of the importance of customer lifetime value (LTV), they actually direct focus of their budget and resources accordingly. This deck discusses a 3-phase approach to shift to a customer LTV focus:
Other subjects touched upon in the slide deck include Segmenting Customers, Role of Automation in optimizing the Marketing function, Connecting with Customers, and Developing Informed Hypotheses.
The presentation deck also includes some slide templates for you to use in your own business presentations.
This PPT provides a comprehensive roadmap for shifting your marketing strategy towards a customer lifetime value (LTV) focus. It breaks down the process into three actionable phases, enabling you to segment customers, connect with them effectively, and develop informed hypotheses. Each phase is designed to maximize the value derived from each customer, ensuring that your marketing efforts are both efficient and impactful.
The deck also includes practical slide templates that you can adapt for your own presentations. These templates are particularly useful for visualizing data and strategies, making it easier to communicate your marketing plans to stakeholders. By leveraging the insights and tools provided in this document, you can enhance your marketing automation efforts and drive long-term customer loyalty.
This PPT slide outlines a strategic shift towards enhancing Customer Lifetime Value (LTV) as a means to improve an organization’s financial outlook. It emphasizes the importance of cultivating promoters within the customer base—individuals who are likely to make repeat purchases and refer others. This approach is framed within a three-phased strategy developed by marketing leaders to address the complexities of transitioning to a Customer LTV focus.
The first phase, "Segment Customers," advocates for targeted segmentation based on the overall value of each customer. This suggests that organizations should analyze their customer base to identify high-value segments, enabling tailored marketing strategies that resonate with specific groups.
The second phase, "Connect with Customers," highlights the role of technology in understanding customer priorities and experiences. It implies that leveraging technological tools can enhance the relationship between the company and its customers at every interaction point. This connection is crucial for fostering loyalty and ensuring that customers feel valued.
The final phase, "Develop Informed Hypotheses," stresses the need for data-driven insights regarding technology usage. Organizations are encouraged to formulate hypotheses that can guide their efforts in acquiring and retaining customers. This data-centric approach is essential for making informed decisions that align with customer needs and preferences.
Overall, the slide presents a clear framework for organizations aiming to shift their focus towards maximizing Customer LTV. By implementing these phases, companies can create a more engaged customer base, ultimately leading to improved financial performance.
This PPT slide presents a critical analysis of the limitations of relying solely on digital data and analytics tools in marketing. While acknowledging the benefits gained from advancements in technology, it emphasizes that these tools cannot replace the essential human interactions needed to build effective relationships with customers. The core message is that technology and data must be complemented by the marketing team's efforts to truly resonate with target audiences.
Three specific case studies illustrate this point. The first case highlights a 28% increase in student applications for the Carlson School of Management, achieved while maintaining the same level of spending. This suggests that strategic human engagement, rather than just data-driven tactics, played a significant role in this success.
The second case focuses on a major clothing retailer, which saw only a 3% increase in marketing ROI for existing segments. This modest gain indicates that simply applying data analytics without a deeper understanding of customer needs may yield limited results.
The final example showcases a 34% lift in sales for a consumer packaged goods campaign at control stores. This substantial increase reinforces the idea that integrating human insights with data analytics can lead to more impactful outcomes.
Overall, the slide underscores the necessity of blending technology with human expertise in marketing strategies. It serves as a reminder that while data is invaluable, the human element remains crucial for achieving meaningful customer engagement and driving growth.
This PPT slide focuses on the initial phase of a strategic shift towards prioritizing Customer Lifetime Value (LTV) in marketing efforts. It emphasizes the importance of understanding customer segments to make informed investment decisions. Key data points highlighted include demographics, location, frequency of purchase, and average purchase size. This foundational knowledge enables marketers to analyze customer behavior and adjust spending strategies accordingly.
An illustrative example is provided, detailing a business administration school that aimed to enhance both the quantity and quality of applications. The school transitioned from a simplistic cost-per-lead approach to a more nuanced method that considers segment sizes and conversion rates throughout the marketing funnel. This shift allows for a more effective allocation of marketing resources, as it focuses on the lifetime value of potential students rather than just immediate costs.
The slide underscores the necessity for marketers to select their investments based on detailed segment analysis. By employing the lifetime value metric, organizations can better gauge the effectiveness of their marketing campaigns. The example demonstrates a tangible outcome: the school achieved a significant increase in applications while maintaining the same expenditure level. This suggests that a strategic focus on customer segments and their respective values can lead to improved marketing efficiency and effectiveness.
Marketers are encouraged to adopt this data-driven approach to maximize their impact and optimize resource allocation. Understanding customer segments is not just about collecting data; it’s about leveraging that data to drive meaningful results.
This PPT slide outlines the second phase of the Customer Lifetime Value (LTV) approach, focusing on how to effectively connect with high-value customers. It begins by emphasizing the importance of identifying these customers and segmenting them appropriately. Once this is achieved, the next step is to engage with these customers on a personal level.
Key statistics are presented to highlight consumer behavior regarding mobile and online interactions. U.S. consumers reportedly access their mobile devices around 200 times daily, with 69% making weekly purchases through mobile platforms. This indicates a significant reliance on mobile devices for shopping activities. Furthermore, 40% of smartphone users who conduct research on their devices transition to making purchases on desktop computers, illustrating the multi-device journey consumers take.
The slide also notes that a substantial 87% of consumers perform online research before visiting a physical store. Despite this digital engagement, a striking 90% of sales still occur in-store, underscoring the necessity for businesses to bridge the gap between online research and in-store purchasing.
Marketers are urged to recognize and adapt to customer needs throughout their journey. Understanding where customers turn for information, what they seek, and the various touchpoints they encounter is crucial for effective engagement. This phase emphasizes the need for a comprehensive strategy that integrates both online and offline experiences to maximize customer interactions and ultimately drive sales.
This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
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