In our example, there are six channels (your mileage will vary ... some folks use a hundred different channels/touchpoints in their analysis).
Each variable is expressed as a percentage of weighted historical spend. For instance, a customer that only ever purchases via the telephone will have 0% values for email, search, mobile, social, and your website, and 100% for phone.
A customer that purchased via search last year and via mobile this year might have 66% values for mobile, 34% for search, and 0% values for all other channel-based variables.
Finally, I add two 1/0 variables into the mix ... a variable that indicates whether the customer is a new customer in the past year (1 = new, 0 = otherwise), and a variable that indicates whether the customer is a loyal customer (1 = loyal, 0 = otherwise).
Up next ... the math that helps us map the customer life cycle.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
April 05, 2011
Lifecycle Marketing and Touchpoints: Variables
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