jermaine griggs - tagging & segmentation
DESCRIPTION
Advanced Track - ICON14TRANSCRIPT
#ICON14 @Infusionsoft
“Using Advanced Data Strategies To Improve Buying Experience, Conversions, & Lifetime
Customer Value”
Jermaine Griggs
#ICON14 @Infusionsoft
#ICON14 @Infusionsoft
My Story
#ICON14 @Infusionsoft
• Infusionsoft Ultimate Marketer 2011
• Spoken at the last 7 Infusionsoft Events
• Most importantly, a happy Infusionsoft customer and success story.
#ICON14 @Infusionsoft
#ICON14 @Infusionsoft
Griggs Quintet on TV!
#ICON14 @Infusionsoft
#ICON14 @Infusionsoft
#ICON14 @Infusionsoft
Pop Quiz
#ICON14 @Infusionsoft
Which one of these customers is more valuable to you?
1 Order,$1997,
24 months ago
2 Orders,$299,One week ago
#ICON14 @Infusionsoft
Which one of these customers is more valuable to you?
2 Orders,$5000,
24 months ago
2 Orders,$199,One week ago
#ICON14 @Infusionsoft
Which one of these customers is more valuable to you?
5 Transactions,$200k,
48 months ago
3 Orders,$30k,3 months ago
#ICON14 @Infusionsoft
Recency Is King!
#ICON14 @Infusionsoft
“A recent customer is more likely to buy again than a non-recent one”
#ICON14 @Infusionsoft
#ICON14 @Infusionsoft
What Is A Customer or Client Anyway?!?
#ICON14 @Infusionsoft
A Customer Is…
Someone who:
1. Has done business with you in the past
1. Is expected to do business again in the future
#ICON14 @Infusionsoft
A Customer Is…
Someone who:
1. Has done business with you in the past
1. Is expected to do business again in the future
HistoricalValue
PotentialValue
#ICON14 @Infusionsoft
Huge Mistake:
Confusing Historical Value With
Potential/Future Value
#ICON14 @Infusionsoft
Good News:You’ve got the data to
put both to work for you!
#ICON14 @Infusionsoft
RFM Analysis
A way to look at your database by likelihood to buy
•Recency – When?•Frequency – How many?•Monetary – How much?
#ICON14 @Infusionsoft
RFM
2 Orders,$299,One week agoHigh RecencyMod FrequencyNo Monetary
1 Order,$1997,
24 months agoHigh Monetary
No RecencyNo Frequency
#ICON14 @Infusionsoft
Potential & Historical Value
• Recency – Potential/Future Value
• Frequency/Monetary – Historical/Current Value
#ICON14 @Infusionsoft
Low PotentialLow Historical
“Worst Customers”
Low PotentialHigh Historical
“Best Customers Gone (Going) Bad”
High PotentialHigh Historical
“Best Customers”
High PotentialLow Historical
“New Customers”
#ICON14 @Infusionsoft
Data Driven Marketing
Is about knowing who your real customers are and how to look at them
based on where they are!
#ICON14 @Infusionsoft
How To Automate Recency Tracking
#ICON14 @Infusionsoft
#ICON14 @Infusionsoft
Recency Tracking Can Be Applied To…
• Purchases• Subscription Cycles• Clicks• Videos Watched• Flame Growth (Lead Score)
#ICON14 @Infusionsoft
For “Recency Tracking” Tutorial, Free Plugins, 26-pg Report, & 4 Free Videos, “How To Harness The
Power Of Automation To Make More While Working Less”
Text the word icon to:
(469) 208-6580Or visit:
AutomationClinic.com/icon
#ICON14 @Infusionsoft
Pop Quiz
#ICON14 @Infusionsoft
Which one of these customers do you spend your limited marketing
dollars on?
2 Orders,$299,One week ago
1 Order,$97,
3 months ago
#ICON14 @Infusionsoft
#ICON14 @Infusionsoft
Spend Money
On customers who are in the process of
changing their behavior (accelerating or
terminating)
#ICON14 @Infusionsoft
Huge Mistake:
Spending money or overly incentivizing
customers who were going to purchase
anyway
#ICON14 @Infusionsoft
“The Recency Ladder”
*Works for frequency,monetary, clicks, etc.
#ICON14 @Infusionsoft
How To Automate Frequency Tracking
#ICON14 @Infusionsoft
How To Automate Frequency Tracking
#ICON14 @Infusionsoft
Collecting Behavioral Data
#ICON14 @Infusionsoft
• The Bread Machine Story
38
Amazon + Recency Data
#ICON14 @Infusionsoft39
Amazon + Frequency Data
#ICON14 @Infusionsoft
Amazon + Frequency Data
#ICON14 @Infusionsoft
41
Amazon + Recency Data
#ICON14 @Infusionsoft
42
Your Own AutomatedAmazon System!
#ICON14 @Infusionsoft
43
#ICON14 @Infusionsoft
44
#ICON14 @Infusionsoft
Invest the time to set it up…
And let automation & data driven marketing take your business to
the next level.
#ICON14 @Infusionsoft
3 Types Of People
• Those that MAKE things happen
• Those that WATCH things happen
• Those That Are WONDERING What Just Happened
#ICON14 @Infusionsoft
Thank You
#ICON14 @Infusionsoft
For “Recency Tracking” Tutorial, Free Plugins, 26-pg Report, & 4 Free Videos, “How To Harness The
Power Of Automation To Make More While Working Less”
Text the word icon to:
(469) 208-6580Or visit:
AutomationClinic.com/icon