November 16, 2009

A Laundry List Of Attributes

There's no reason that an Online Marketing Simulation (buy the book at or buy the Kindle version of the book) has to focus only on e-commerce purchase attributes.

For instance, here's a laundry list of attributes that are worth capturing:
  • Customer subscribes to e-mail campaigns.
  • Customer unsubscribes to e-mail campaigns.
  • Most recent e-mail campaign click-through date.
  • Customer only buys via free shipping.
  • Customer prefers expedited shipping.
  • Customer frequently abandons shopping cart.
  • Customer never abandons shopping cart.
  • Customer spends more than 15 minutes on your site.
  • Customer spends less than 15 seconds on your site.
  • Customer likes visiting clearance/sale pages/products.
  • Customer actually read your privacy statement (hint, pay attention to this).
  • Customer participated in live chat.
  • Customer clicked on Facebook or Twitter icon.
  • Customer generated a review of one of your products.
  • Customer volunteers demographic information.
  • Customer gave you contact information in an offline channel.
  • Customer who clicked on "contact us" link.
  • Customer watched one or more of your videos.
  • Customer is a proprietary credit customer.
  • Customer buys gift cards for others.
  • Customer redeems gift cards.
  • Customer clicked on your "careers" link.
  • Customer clicks on your store locator link.
  • Customer adds items to a "wish list".
  • Customer clicks on your "Espanol" link.
  • Customer returns merchandise.
  • Customer returns more than 2/3 of merchandise purchased and has purchased 3+ times (hint, stop marketing to this customer).
  • Customer purchased an extended warranty.
  • Customer asks to have product automatically sent to her on a monthly basis.
  • Customer utilizes rebates.
  • Customer shops by brands.
  • Customer shops by products.
  • Customer enlarges images.
  • Customer clicks on Top Sellers.
  • Customer clicks on a toolbar to share products via social media.
  • Customer clicks on "read reviews".
  • Customer abandons items rated at two or fewer stars on a 1-5 scale.
  • Customer uses site search function.

And on and on and on the list goes!

Take this information, and categorize the customer into one of forty segments, based on all of the information in the list. Combine the forty segments by five "grades" of productivity (A, B, C, D, F), and you have the perfect setup for an Online Marketing Simulation!

1 comment:

  1. Anonymous8:45 PM

    Hi Kevin,

    How do these attributes mesh with your posting on parsimony?

    Keep up the great work,



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