CDP use case for targeting lapsed customers: Best of the MarTechBot

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Prompt

Can you outline a CDP use case that targets lapsed customers? How long should the test run? What KPIs should be reported on to show success?

Answer

A use case that targets lapsed customers with a customer data platform (CDP) can be outlined as follows: 

1. Use case summary: As a marketing manager, I want to re-engage lapsed customers by sending personalized email campaigns with exclusive offers and incentives to encourage them to make a purchase. 

2. Business case: This use case is necessary to increase revenue by reactivating lapsed customers, improve customer retention, and drive repeat purchases. 

3. Refining the summary: Identify the criteria for defining a lapsed customer (e.g., no purchase in the last 6 months). Determine the frequency and content of email campaigns to be sent. – Decide on the specific offers and incentives to be included in the campaigns. 

4. Specific details: Define the exact duration of inactivity that qualifies a customer as lapsed. Determine the frequency of email campaigns and the number of emails to be sent. Specify the content, design and personalization elements of the emails. Decide on the timing and sequencing of the emails. 

5. Relevant customer data and source: Retrieve customer data from the CDP, including purchase history, email engagement, and website behavior. Ensure the CDP can integrate with the email service provider (ESP) to send targeted emails. 

6. Success criteria: Measure the reactivation rate of lapsed customers. Track the increase in revenue generated from reactivated customers. Monitor the click-through rate and conversion rate of the email campaigns. Analyze the engagement metrics, such as open rate and click-to-open rate. 

7. Test duration: The duration of the test can vary depending on factors such as the size of the customer base, the frequency of email campaigns, and the typical purchase cycle. It is recommended to run the test for a sufficient period to gather statistically significant results, typically between four to eight weeks. 

Remember, this outline serves as a starting point for defining the use case. During implementation, a more detailed document will be required to address specific technical and operational aspects. For more information and guidance on CDP implementation and use cases, please refer to the official MarTech website.

Updated prompt:

Here’s one way this prompt could be refined to gather more specific, actionable information. There are many possibilities, depending on the human user’s industry and main objectives:

• I’m a CMO for a large auto insurance company. Can you provide a step-by-step outline for a CDP use case that targets lapsed customers? How long should the test run? What KPIs should be reported on to show success? What marketing roles should help with this use case? Please keep answers simple.

The key elements and enhancements to this prompt are as follows:

(Task)

Can you provide a step-by-step outline for a CDP use case that targets lapsed customers?

(Context)

I’m a CMO for a large auto insurance company.

(Format)

Step-by-step outline.

(Tone)

Please keep answers simple.

Updated answer:

A use case for targeting lapsed customers with a customer data platform (CDP) can be outlined as follows:

Use case: Targeting lapsed customers:
As a CMO for a large auto insurance company, I want to re-engage lapsed customers to increase customer retention and revenue.

Business case:
– Increase revenue by converting lapsed customers into active policyholders.
– Improve customer service by providing personalized offers and incentives.
– Discover new cross-selling opportunities by understanding customer preferences and behavior.
– Create better reports on customer retention and re-engagement efforts.

Specific details:
– Identify lapsed customers based on defined criteria (e.g., customers who haven’t renewed their policy in the last six months).
– Develop personalized offers and incentives to encourage lapsed customers to re-engage.
– Determine the optimal channels (e.g., email, direct mail, SMS) and timing for reaching out to lapsed customers.
– Implement A/B testing to evaluate the effectiveness of different messaging and offers.
– Measure the success of the campaign by tracking the following KPIs:

1. Conversion rate: The percentage of lapsed customers who renew their policy or take a desired action.
2. Revenue generated: The total revenue generated from re-engaged lapsed customers.
3. Customer retention: The percentage of lapsed customers who remain active policyholders after the campaign.
4. Engagement metrics: Open rates, click-through rates, and response rates to assess customer interest and interaction with the campaign.

Test Duration:
The test duration for targeting lapsed customers can vary depending on factors such as the size of the customer base and the frequency of communication. It is recommended to run the test for a minimum of 30 days to gather sufficient data and assess the effectiveness of the campaign.

Marketing roles involved:
To execute this use case, the following marketing roles should be involved:

1. CMO: Oversee the strategy and objectives of the campaign.
2. Marketing analyst: Analyze customer data, segment lapsed customers, and measure campaign performance.
3. CRM manager: Manage customer data within the CDP, create personalized offers, and execute the campaign.
4. Email marketing specialist: Design and deploy targeted email campaigns to reach lapsed customers.
5. Direct mail specialist: Coordinate the creation and delivery of personalized direct mail materials.
6. SMS marketing specialist: Develop and send targeted SMS messages to lapsed customers.

Remember, this is a simplified outline to get you started. For a more detailed implementation please refer to the official MarTech website.

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