How to measure Customer Value

if a company is focused on operational efficiency, as amazon does, it indeed works to lower prices -- but if a company is

focused on product leadership or customer intimacy, raising prices seems a worthy goal

How to Monetize, Validate, Management

Connecting the Dots

BE STRATEGIC

1. Customer Lifetime Value (higher LTV is better)顧客終身價值 (LTV愈高愈好)

2. Cost of Customer Acquisition (lower CCA is better)取得顧客成本 (CCA愈低愈好)

3. Rate of Growth (higher is better)成長率 (愈高愈好)

檢視成效並分析差異

修正計畫

蒐集市場資訊

追蹤結果發展與執行計畫

設定目標和策略

確認 SCA

融入市場情報

CRM + CEM

Need需求產生

Awareness知名

Interest興趣

Search搜尋

Purchase購買

Usage使用

Satisfaction滿意

Dissatisfaction不滿意

Pre-Sales Sales After-Sales

CRM

CEM

CRM = Customer Relationship Management

= Managing relationships= Sales and after-sales

CEM = Customer Experience Marketing

= Planting value into relationships= Pre-sales, sales and after-sales

Extend customer lifecycle

Branding and

Marketing

WeiChuan

From Single Brand To Corporate!

CASE STUDY

# of Membership: 491,827Membership Increase: 1,132,289

i-Yogurt網站相較TVC投放,更具成本優勢！

947,371人次,每次停留4分12秒 vs. TVC 30秒數據為2010年全年

Need產生需求

Awareness知名度

Interest產生興趣

Search搜尋

Purchase購買

Usage使用

Satisfaction滿意

Dissatisfaction不滿意

Pre-Sales Sales After-Sales

Members:Direct Revenue:

Future Revenue:

491,827 1,132,289 (+56.6%)CNY 12,733,527CNY 122,956,750 (over 5 years)

Ұ RMB

Market Assessment市場評估

Target Audience目標群

Competitor Analysis競爭者分析

Increase OfficialWebsite Traffic增加官方網站流量

Increase Social Network exposureand Activity 增加社交網絡曝光與活動

Increase Search Engine Referral Through SEO/SEM透過關鍵字優化提升關鍵字搜尋效益

Increase WebsiteClick-through and Stickiness增加網站點閱率與黏度

Increase NewMemberAcquisition增加新會員

Customer (member) Acquisition Cost: Ұ2.03 Ұ1.56

Increase QualityLeads增加優質潛客

Increase Banner Referrals提升廣告訪問效益

Effective SEO/SEM關鍵字搜尋優化策略

Accurate Banner/AdPlacement廣告精準化

Increase SalesVolume增加業績

Increase AverageTicket Price增加平均客單價

Increase Repeat Purchase Rate增加重覆購買率

Decrease Time-to-Purchase降低再購區間

PromoteSharing and Referral分享與推薦

Performance Scorecard (9 weeks Campaign)

Ұ RMBҰ RMBҰ RMBҰ RMBҰ RMB Ұ RMB

CrossCross--SellSellCNY 122,956,750 (over 5 years)

How to Increase Leads?

What is happeningout there?

Exponential Data Growth

CorporationHistorical Data(ERP, CRM, and etc)

BigDataIssues

Current Future

Big Datathere is so much more data outside the enterprise than within it…

Large Enterprises Mid-Size Companies Small Companies

Not just track the financials of your company, it would compare them to public filings in your category so you could benchmark yourself

Not just track sales force productivity; we’d recommend how you’re doing versus your

competitors based on data across the industry.

Not just capture and nurture leads generated by our clients,

we’d find and attract more leads for them from across the

web.

The Rise of Big Data Apps And The Fall of SaaS

Lifestyle Segmentation - Understand more about my customer ?

Customer ID Customer Address

10023232 5A, Block D, Tai Ko …

10023233 7D, Green Park Tower …

…. ….

ExperianMosaicCoder

Customer Name Customer Address Mosaic Type

10023232 5A, Block D, Tai Ko … A02

10023233 7D, Green Park Tower … D12

…. ….

100,000 “individuals” 100,000 “persons”

Help companies understand online consumer behavior and competitive dynamics.

million internet users25

million online businesses1+

CUSTOMERMIGO

ACCOUNT MANAGER

How to position your CompanyWho are your competitors?

Competitor Analysis via Hitwise

CASE STUDY

Eagle(Cover Story)

Dolphin(Life)

Bee(Reads All)

Lifestyle Segmentation Analysis

Country SideReader

Loyal Customer(Very High Retention)

Re-Marketing

Taiwan 450+ affiliate websitesChina: 450+ affiliate websites

1to1: 1-to-1 / targeted conversation 鎖定式對話1toALL: 1-to-all / social marketing 社群行銷ALLto1: all-to-1 / influence 影響

to to1 1 ALL

Social Influence Social Influence -- Identify Centrality & Identify Centrality & BetweennessBetweenness of Your Fansof Your Fans

domaindomain

unique visitorsunique visitors

social sharingsocial sharing

external publishingexternal publishing

geographygeography

devicesdevices

domain

unique visitors

social sharing

external publishing

geography

devices

Video CRM - Analyze viewership & behavior

Utilizing Mobile

Informative Service GPS Entertainment Social

Product newsProduct infoVideoRSS

eStoreWeb storageCSCAccount management

Location tracking

(@Vibe)GameMusicApp

Check in

Informative

SocialService

GPS

Entertainment

Video

RFM analysis Mobile BehaviorSurveyCampaignOffers

RIGHT-time-location-channel-content

Virtual Event - where is all happens

Virtual Event – Increase Customer Experience

Clustering

Associations

Sequential Patterns

Similar Time Series

Classification

Value Prediction

Conjoint Analysis

Hierarchical Bayesian

Analysis

and more .……….

Statics and Prediction Modeling

THANK YOU &

Pleasure to be here!