Retail Marketing Leaders Power Breakthrough Results with Custora’s New Segmentation Studio

Fast growing retailers Calendars.com and Dermstore have experienced a 10x lift in ROAS and 2% increase in overall sales with Custora.

Friday, June 9, 2017, 8:03 EDT

Chicago – At CRMC today, Custora unveiled Segmentation Studio, the most robust and user friendly customer segmentation tool on the market today. Segmentation Studio gives marketers point and click access to predictive customer segments that significantly improve the ROI of email, direct mail, Facebook and display campaigns.

Many retailers understand that opportunities for growth are hidden in their customer data, but they encounter a number of challenges when attempting to make use of their data: customer data is fragmented across various systems, they lack the data science capabilities to uncover insights at scale, or, to the extent insights exist, marketers face friction when attempting to leverage insights within daily marketing campaigns. Custora’s advanced Customer Segmentation Platform addresses these challenges and is helping 6 of the top 20 retailers in the US leverage their customer data to drive growth.

Custora’s platform is comprised of two parts: the “Customer Data Cloud” and the newly released “Segmentation Studio.” The Customer Data Cloud powers the platform ‘under the hood.’ In the Customer Data Cloud, Custora aggregates data from a variety of transactional, engagement, and web analytics sources to produce a single, unique profile for each consumer. The platform then leverages a variety of predictive, machine learning models to anticipate customer behavior. Each customer profile is enriched with attributes including product and brand affinities, propensity to purchase on discount, expected lifetime spend, and likelihood of churn.

Segmentation Studio is a web interface that sits on top of the Customer Data Cloud. The Studio provides Marketers with point-and-click access to activate those insights within daily marketing campaigns. Marketers can discover hidden opportunities, create intelligent customer segments, and automatically push those segments into marketing execution tools throughout their ‘marketing stack.’ Segmentation Studio provides “click click done” functionality to help marketers respond to questions such as, “Who should receive our new arrival campaign?” or “Which customers are at risk for churn?” Segmentation Studio offers a natural language query interface, out-of-the-box access to historical and predictive segments, integrations to tools throughout the marketing stack, and automated cross-channel  measurement capabilities. Marketers are leveraging Segmentation Studio to drive significant lift in email, direct mail, social, and display campaigns.
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Custora Predictive User Insights Drive 1.5% Overall Revenue Lift for Fashion Retailer

The Challenge

Since its launch, this fashion retailer* has embraced a data-driven mindset and advanced customer analytics as a key to impressive year-over-year growth. Because of the discovery-powered nature of the business, email has always been an essential marketing vehicle for reaching current and prospective customers with relevant sale events at the right time. Over the years, the company had evolved a strategy leveraging five distinct daily email versions to communicate with major customer segments (based on historical purchase behavior).

But over time the efficacy of the email channel began to show signs of fatigue and decline. How could the team reverse this trend and find new ways to connect with customers through email?

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Happy Customers, Fewer Promos—Custora Releases Discount and MSRP Sensitivity Segmentation

The cycle of endless promotions. Margin compression. Disco(unt) fever. We all feel it.

Every year it gets harder for businesses to hit their comps without resorting to promotions. We’d call it a dog-eat-dog world, but all the dogs we know are actually pretty friendly.

In any case, it’s a crummy cycle—one that Custora’s been hard at work to break. We’re excited to roll out two new forms of segmentation that help retailers drive growth and maximize the value of customer relationships, all while stemming the discount tide.

Discount sensitivity segmentation separates customers based on how they respond to discounts. Discount seekers, discount opportunists, or full-price shoppers – now Custora provides visibility into each customer’s predicted promotional behavior. The result is a better customer experience with fewer promos.

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Teleflora + Custora: 25% revenue per user lift with churn prevention

The Challenge

Teleflora is a floral delivery company based in Los Angeles. They partner with over 13,000 florists throughout the United States and Canada and are the only company in the space that provides hand-delivered, hand-arranged, ready-to-display bouquets 100% of the time.

As a company in a commoditized industry, Teleflora is challenged with differentiating itself from other flower delivery services. Many customers do not even remember which flower company they bought from, since they are generally purchasing a gift for someone else, says Tommy Lamb, Teleflora’s Director of Loyalty & Retention. The team wanted to find a way to increase top-of-mindedness and repeat purchase rate and to stand out from Teleflora’s competitors.
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How Crocs and Eloquii Put Customer Analytics into Action

Webinarch Madness

On Wednesday, we hosted part 5 of 5 of our Webinarch Madness series. Two Custora customers, Ben Hemphill (VP of Digital Marketing, Crocs) and Kelly Goldston (VP of Marketing, Eloquii) walk through how they are using advanced customer analytics to drive their businesses. Ben discusses how Crocs is acquiring, retaining, and increasing purchase frequency using insights generated from their data. Kelly talks about using data to inform their catalogue, editorial content hub, and email segmentation.

Check out the video below.