An underlying sentiment among the marketers at the Oracle Marketing Cloud Interact show in San Francisco this week was how to move away from “channel optimization” to maximizing customer lifecycle value.
Many agreed change management is essential to avoid thinking of channels in isolation – from search to social to display.
“When I think about what marketing used to be, it was like being a movie producer (making executive decisions) and now it’s like being a farmer," Luanne Calvert, VP and CMO of airline Virgin America said. "We have to plant seeds – conversations between our guests and our brands” to nurture the individual at every stage of the lifecycle.
Orchestrating data throughout the purchase funnel is a familiar challenge to Shannon Smith, VP of loyalty and retention marketing at J. Crew. In her previous role as a senior marketer with Sephora, Smith deployed customer analytics and developed the brand’s loyalty program Beauty Insider. Before Beauty Insider, Sephora had virtually no customer database.
“The loyalty program was designed to be a customer data capture tool, which would help us understand who a high value customer was, decipher different tiers and segment based off that,” Smith said in a Thursday session.
Except it wasn’t enough to construct a massive customer warehouse that consisted primarily of offline transactional data and purchase history. Sephora needed more insight into behavioral data to distinguish loyal from disloyal customers.
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