In the age of the customer, not all visitors are created equal. With acquisition costs rising, and it now being easier than every for customers to switch brands, marketers need a solution. We propose that it's not which attribution model you choose, but attribution all together that's the problem. That is, if you're only focusing on First or Last Click, you're missing the full picture. Check out this content to learn more about predictive analytics, lifetime value, behavioural attribution, and visitor footprint. These tools will help you optimise your marketing spend, identify the 'right' visitors, and optimize their experience to drive real bottom line growth.

1. Webinar: Not all visitors are created equal
June 2015

2. Ernest Oppetit
Product Manager
Qubit
Robin Trickett
Senior Strategist
Qubit
‣ The acquisition challenge
‣ Using data to focus acquisition
efforts on predicted ‘quality’
customers
‣ Demonstration using Qubit’s tools
‣ Q&A
Agenda

3. Qubit is a global leader
in digital optimisation
• Segmentation
• Analytics
• Personalisation
• Testing

4. Profitability is driven by focusing acquisition investments on those
customers most likely to generate high lifetime value
Acquiring customers can require significant investment1
Some customers will go on to renew/increase share of wallet,
others will churn shortly afterwards
2
Acquisition success should be measured on lifetime value, as
opposed to initial conversion value
3
Two challenges:
i) How should ‘predicted high lifetime value’ customers be identified
before they’ve even converted?
ii) How is their revenue opportunity then maximised?

5. The revenue opportunity of ‘Predicted High Lifetime Value’ customers
can be increased using 5 levers
Pre-siteA On-siteB Post-purchaseC
PURCHASE CYCLE
REVENUE
LEVERS
QUBIT
APPLICAT-
IONS
Increase volume
arriving on site
1 Increase
conversion rates
2
Increase
conversion values
3
Increase re-
purchase /
renewal rates
4
5 Increase re-
purchase /
renewal values
• Attribution
modelling
• LTV modelling
• Audience
segmentation
• Personalisation
& testing
• ESP integration
• Audience
segmentation
• Personalisation
& testing

6. Pre-siteA
Increase volume arriving on site1
‣ The objective is to
increase the volume of
visitors arriving on site
who are most likely to
go on and have the
greatest lifetime value
‣ This requires
attribution modelling
to identify those
channels which fulfil
this requirement

7. This attribution model needs to allocate a behavioural lifetime value to
each channel, and if appropriate, keyword
1. Identify those
channels, campaigns
and keywords which
generate greatest
lifetime value
- Value should be
measured using a
behavioural model as
opposed to first click
or last click
2.Optimise marketing
spend accordinglySEM SEO Affiliate Social
LTV (behavioural) First click
Last click
CHANNELS
KEYWORDS
PRE-SITEA

8. On-siteB
Increase conversion rates2
‣ Step one is to map out
a profile which defines
what a prospect looks
like who is likely to go
on to have a high LTV
‣ Step two is to identify
these visitors when
they arrive on-site
‣ Step three is to deliver
personalisations to
these visitors to
increase their
conversion rates and
values
Increase conversion values3

9. Firstly, a profile needs to be defined which can be used to identify
predicted high LTV customers when they arrive on-site
ON-SITEB
Identify pre-conversion characteristics
of high LTV customers
Create a profile to enable the probabilistic
identification of these visitors
Arrival data Site footprint Provided data
• Channel
• Keyword
• Device
• Location
• ……..
• # sessions
to purchase
• # pageviews
to purchase
• Page types
viewed
• ……..
• Quote value
• Marital
status
• Age
• Occupation
• ……..
• Attribute of a potential high LTV customer
VISITOR PROFILE: Predicted high LTV customer
+ +

10. Decipher demo -
http://www.qubit.com/webinar/focus-
acquisition-on-quality-over-quantity

11. On-siteB
Increase conversion rates2
‣ Step one is to map out
a profile which defines
what a prospect looks
like who is likely to go
on to have a high LTV
‣ Step two is to identify
these visitors when
they arrive on-site
‣ Step three is to deliver
personalisations to
these visitors to
increase their
conversion rates and
values
Increase conversion values3

12. Secondly, once a predicted high LTV visitor is identified on site, a range
of personalisations can be leveraged to increase conversion rate & value
ON-SITEB
50% match
Levers to
increase
conversion
rate
Pre-populate
form fields
Offer
discounts
Levers to
increase
conversion
rate
Re-order high
value items
Pre-populate
upsell items
‣ The accuracy at
which a visitor
can be matched
increases with
the number of
sessions
‣ The closer the
match, the more
levers available
to increase
conversion rate
& value
• Attribute of a potential high LTV customer
…….
…….

13. Secondly, once a predicted high LTV visitor is identified on site, a range
of personalisations can be leveraged to increase conversion rate & value
ON-SITEB
50% match
Levers to
increase
conversion
rate
70% match
Pre-populate
form fields
Offer
discounts
Levers to
increase
conversion
rate
Re-order high
value items
Pre-populate
upsell items
‣ The accuracy at
which a visitor
can be matched
increases with
the number of
sessions
‣ The closer the
match, the more
levers available
to increase
conversion rate
& value
• Attribute of a potential high LTV customer
…….
…….

14. Secondly, once a predicted high LTV visitor is identified on site, a range
of personalisations can be leveraged to increase conversion rate & value
ON-SITEB
50% match
Levers to
increase
conversion
rate
70% match >90% match
Pre-populate
form fields
Offer
discounts
Levers to
increase
conversion
rate
Re-order high
value items
Pre-populate
upsell items
‣ The accuracy at
which a visitor
can be matched
increases with
the number of
sessions
‣ The closer the
match, the more
levers available
to increase
conversion rate
& value
• Attribute of a potential high LTV customer
…….
…….

15. Deliver demo
http://www.qubit.com/webinar/focus-
acquisition-on-quality-over-quantity

16. Post-purchaseC
Increase re-purchase/renewal rates4
‣ Once the initial
investment has been
made in acquiring a
predicted high LTV
customer, further
efforts should be
employed to ensure
they realise this
potential
‣ This can be in the form
of encouraging them
to re-purchase/renew
their subscription, or in
the form of upsell and/
or cross-sell
Increase re-purchase/renewal values5

17. Subsequent website visits provide an opportunity to target these high
LTV potentials to drive further value from them; reinforce through email
POST-PURCHASEC
Target on-site during return visits Follow-up with targeted emails
Campaign mirroring
•
Increase renewal / re-purchase rate
‣ Content recommendations
‣ Renewal offers1)
1) See churn reduction webinar for more details
•
Increase renewal / re-purchase value
‣ Upsell and cross-sell recommendations,
personalisations and offers
•
Highly targeted emails can be sent to pre-
defined segments, reflecting the exact
content they were viewing on-site
•
If customers then return through email, their
immediate on-site experience should reflect
the content and nature of the email
i ii
iii

18. In summary, strategies should be in place across the purchase cycle of
predicted high LTV customers, in order to maximise their value
Pre-siteA On-siteB Post-purchaseC
PURCHASE CYCLE
REVENUE
LEVERS
STRATEGIES
Increase volume
arriving on site
1 Increase conversion
rates
2
Increase conversion
values
3
Increase re-
purchase / renewal
rates
4
5 Increase re-
purchase / renewal
values
• Use behavioural
attribution models to
determine which
channels are the best
source of high LTV
customers
• Identify the pre-
conversion
characteristics of high
LTV customers in order
to target this segment
with personalisations
and offers
• Once these customers
have been acquired,
ensure their value is
maximised through
further site and email
personalisations

19. Liked what you saw? Contact
retention@qubit.com to
book a demo