DECISIONS

to Achieve

Loyalty

Campaign

Excel lence

Building loyalty is both simple and complicated.

Building loyalty is both simple and complicated.

First… say “goodbye” to guesstimation, and “hello” to ...

Data-driven facts

Now that’s sorted, let’s look at the 5 data decisions you must make.

Targeting

OfferDelivery

Lifecycle

Marketing

Automation

OfferDeliveryLifecycleMarketing Automation

Targeting

First, decide what information is useful. Capture al l relevant data, store it central ly, and develop a single view of each customer.

Priorit ise who to contact and when

Decide which customers you

must keep and why

And who wil l inevitably leave you -

and why

1

32

Exit

Decide on your targeting methodology such as

ConsiderProfi les

Triggersand Events

PropensityModels

Other Behavioural Targeting

or a combination of these.

Clickstream

Targeting

DeliveryLifecycleMarketing Automation

Offer

Understand the customer’s interests and motivators. Implement decisioning logic to select

and priorit ise the right offer.  

Protection Insurance

Income

Don’t instinctively opt to use a sales pitch. Determine the customer’s circumstance and match

the conversation to it. Decide whether to add value or build brand loyalty.

Choose the right offer decisioning methodology.   

Online Behaviour

Real-Time Event

Complementary

Product Sequencing

Next Best Action

Others

TargetingOffer

LifecycleMarketing Automation

Delivery

There’s a good reason why it’s the most used word in data-driven marketing.

Relevance!

Accurate decisioning about right place, right t ime, right channel, and right message is crit ical.

The right conversation and customer experience must be available seamlessly across all channels. 

Engage with them when and where their situation indicates a need; use their preferred channels;

and be guided by your data insights to decide on the right message.

...

Be aware that campaign decisions perform best using Conversion Rate Optimisation (CRO) combined with

trigger & event based marketing, next best action, preferred channels, etc.

TargetingOfferDelivery

Marketing Automation

Lifecycle

Every customer is unique and every l i fecycle is different. Customers’ needs and responses are l ikely to vary at

each l i festage so flexible decision making is essential.

ABuywww.buy.com

B

Order Order

Order

Leave

C

To retain customers and build relationships, you need to know at any given time, what the customer

wants and deliver it when and where it’s needed. 

Deciding how to tai lor each interaction so that it is both personalised and relevant to the

customer’s situation enhances the customer experience and encourages their loyalty.

Unscented Lotion

Init iating regular engagement, monitoring touchpoints, and understanding behaviour patterns are important ways of assessing the level of customer satisfaction.

This information is essential for your strategic retention and loyalty decisions. 

ABuywww.buy.com

TargetingOfferDeliveryLifecycle

MarketingAutomation

When many customers are ready to interact with you at the same time, it’s impossible to offer an

appropriate level of personalisation without Marketing Automation. The customer’s experience is

lessened and you miss qualif ied opportunities!

AH B

F D

G C

E

Another important automated process is Marketing Optimisation (MO): (there’s no decision needed – you need it!)

MO is the central decisioning hub that priorit ises the marketing mix for al l campaign executions including the

4 data decision points already covered in this sl ide deck.

AH B

F D

G C

E

Marketing Automation supports customer centricity by placing the customer’s needs centre stage.

And if you really want to achieve loyalty, that’s where they need to be!

AH B

F D

G C

E

Building loyalty is accomplished

by consistently making the right

decisions on how to engage, nurture

and continuously satisfy customers.

Making the right use of data helps

you to make the right decisions.

Making the right decisions helps

to make you successful. 

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