How Do I Decide Who Is Judy, Jennifer, And Jasmine?

There are two key issues to consider, when deciding how to segment Judy, Jennifer, and Jasmine.


Issue #1 = Weighting Dollars:  A telephone order in 2002 is virtually meaningless.  An online order in 2008 has some meaning.  A mobile order in 2012 means a lot.  I like to use the following weighting of historical orders/dollars (these weights are company-dependent ... more Judy-type customers usually causes the weights to be greater ... more Jasmine-type customers usually yields smaller weights).

• Orders 0-12 Months Ago = Weight of 1.00.
• Orders 13-24 Months Ago = Weight of 0.50.
• Orders 25-36 Months Ago = Weight of 0.25.
• Orders 37-48 Months Ago = Weight of 0.15.
• Orders 49-60 Months Ago = Weight of 0.10.
• Orders 61+ Months Ago = Weight of 0.05.

Issue #2 = Weighting Channels:  This one, of course, is important.  Each advertising channel gets a weight.  Now, we can debate the weights until the cows come home, and there isn't a right or wrong answer here, so pick up a broom and do some work.  Here's a starting point for some of you ... my weights are client specific, of course.

• Mail Orders = Weight of 0.00.
• Telephone Orders = Weight of 0.15.
• Online Orders Matched Back to a Catalog = Weight of 0.30.
• Search Orders Matched Back to a Catalog = Weight of 0.40.
• Email Orders Matched Back to a Catalog = Weight of 0.50.
• Pure Search Orders = Weight of 0.60.
• Pure Email Orders = Weight of 0.70.
• Online Advertising Orders, No Offline Interaction = Weight of 0.75.
• Pure Online Orders = Weight of 0.80.
• Mobile, Social, Flash Sales Orders = Weight of 1.00.
• Tablet Orders:  Right now, I don't evaluate these different than online orders, we need proof that these orders lead to different subsequent behavior, different than classic e-commerce.

Tomorrow, I'll show you a series of examples of how to calculate Judy, Jennifer, and Jasmine.