2014 Holiday E-commerce Recap + Tips for 2015 from Marketing Leaders

 

We’re well into the New Year with stores prepping spring sales to shower shoppers with discounts — still, it’s weird seeing mannequins and models in shorts while we’re still getting blasted with frigid weather.

Regardless, while we’re trying to think of anything but winter, there is still plenty to be learned by looking back at the recent November – December busy season, and trying to understand the driving forces behind the biggest U.S. online shopping season on record.

We recently published the Custora 2014 Holiday E-commerce Report that details many of the important trends from the past season. Often, marketing teams tell us that they wish they could hear from other people in the field, exchange stories, and hear about which marketing campaigns are actually working. So, in addition to releasing our report, based on data from real retailers, we partnered with Bounce Exchange to host a webinar: 2014 Holiday E-commerce Recap + Tips for 2015 from Marketing Leaders

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Taking the Guesswork out of Marketing – How Guess Uses Predictive Analytics

 

Guess Director of Marketing – CRM, Victoria Grahan, discusses how Custora is helping transform the ways Guess communicates with their customers.

Imagine you’re Victoria Grahan, Director of Marketing – CRM at Guess. You have the resources and support of global fashion brand and you work with a talented team of data-savvy marketers.

Surely you have nailed down marketing analytics and customer segmentation, your email campaigns are micro-segmented and ultra-personalized, and of course, your target CPA (cost per customer acquisition) is as chiseled as the muscles of those Guess models.
Maybe not.
We recently hosted a workshop with Victoria at Fashion Digital New York, where we discussed how a large data-driven organization with a dedicated, sophisticated in-house CRM and analytics team is leveraging external tools like Custora to extend and automate some of their analytics and marketing programs.

Here are a few highlights from Victoria. You can watch the entire 45-minute recording below.
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Sole Society + Custora: 3.5% revenue lift in two weeks using conversion predictions

 

The visibility that we get from Custora in terms of what we should send to whom and when, helps us understand exactly which call to action is most effective for retaining different customer segments.
-Andrea Wasserman, CEO of Sole Society

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A Conversation with BaubleBar: Holiday E-commerce Marketing

Becca Freeman, Senior Manager, Digital Marketing at BaubleBar

 

We recently hosted a webinar with Becca Freeman, Senior Manager, Digital Marketing at BaubleBar. Launched in 2011, BaubleBar has quickly become an online destination for fashion jewelry, due largely in part to their unique sourcing capabilities. BaubleBar leverages real-time data to design products corresponding to current consumer trends.

Becca manages BaubleBar’s customer acquisition and email marketing programs. She talked to us about BaubleBar’s use of data and customer insights, as well as their upcoming holiday strategy. Here are a few highlights – you can get the entire recording below.

(We’re also hosting another webinar this week, discussing data-driven email marketing techniques from top retailers like Guess?, Nasty Gal, and Sole Society – register here).

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8 KPIs Every Customer Centric Marketer Should be Using

It’s no secret that retailers covet the ability to become truly customer centric in every facet of their business — from supply chain to marketing to customer service. For marketers, being able to communicate the right message to the right customer at the right time is critical.

Customer centric marketing allows you to put customers (not categories, channels, or events) at the center of all analysis and decision making, and allows you to internalize that customers each have different behaviors and preferences. And now, thanks to advances in technology, methodology and tools, it’s possible to appeal to each customer as an individual.

However, becoming a customer centric marketing organization takes buy-in on many levels. One of the first, and most important, steps is agreeing on the key performance indicators (KPIs) that your team will use to determine success.
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