April 22, 2019

Hillstrom's Targeting: Extending The Grid

Ok, let's extend the grid concept for email targeting.

Let's say you have a customer who has a Primary Category of 2 and a Secondary Category of 12, based on Weighted Historical spend. What is the probability of this customer buying from other categories in the next month?
  • Category 00 = 1.2%.
  • Category 01 = 0.3%.
  • Category 02 = 2.8%.
  • Category 03 = 0.6%.
  • Category 04 = 1.5%.
  • Category 05 = 0.4%.
  • Category 06 = 0.4%.
  • Category 07 = 1.3%.
  • Category 08 = 0.7%.
  • Category 09 = 0.5%.
  • Category 10 = 0.5%.
  • Category 11 = 1.7%.
  • Category 12 = 6.4%.
  • Category 13 = 1.8%.
  • Category 14 = 1.2%.
  • Category 15 = 0.3%.
  • Category 16 = 1.4%.
  • Category 17 = 0.4%.
  • Category 18 = 0.5%.
  • Category 19 = 3.0%.
  • Category 20 = 1.2%.
  • Category 21 = 1.2%.
Clearly Categories 2/12 are important ... and there's a bump in Category 19 as well. But clearly, the Primary / Secondary framework matters ... it matters a lot.

This gets you thinking about how best to contact the email subscriber. Here's a possible framework:
  • Monday = Key Brand Message (same message sent to everybody).
  • Tuesday = Feature New Merchandise from the Primary Category.
  • Wednesday = Feature New Merchandise from the Secondary Category.
  • Thursday = Feature New Merchandise from the Tertiary Category.
  • Friday = Key Winners From Across The Brand (same message sent to everybody).
Using this framework, you expose every single email subscriber to an outstanding cadence. Each customer gets to see a key brand message. Each customer gets to see what your winners are. And each customer gets to see new merchandise from their Primary / Secondary / Tertiary categories.

We'll extend the concept tomorrow.

P.S.: Yes, I get it ... some of you dynamically load products in a personalized manner into your campaigns, while others just chug out 40% off plus free shipping messages with a man and woman looking warmly at the image of a t-shirt. Y'all do something different. I'm encouraging you to partner with somebody, in-house or outside, to target appropriate merchandise to the right customer. People have been doing this for twenty years. Pick up all the dollars lying there on the floor, ok?!

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.

Gliebers Dresses: We're Not Gonna Do That!

Yes, this is fiction. But you don't have anything better to do today than read something like this ... it's the middle of July fo...