Turning data into sales growth: Success story of hyper-personalization in CRM strategy.

The ability to analyze results is a fundamental skill in the world of predictive marketing. It not only allows you to measure the impact of your strategies, but also sheds light on areas of improvement and opportunities that may otherwise go unnoticed.

These are the contents of the article:

1. Introduction and context
2. Comparing the impacted audience with the control group
3. Comparing performance with the previous year: sustained growth
4. Astonishing results: boosting CRM strategy with predictive marketing techniques

Today, we will examine two essential types of comparisons that will help you empirically analyze results and optimize your marketing efforts through predictive analysis techniques.

Introduction and context

In this post, we will show you the results of one of our clients for the month of August. Who says August must be a bad month? Today, you'll see how we debunk this myth with data.

Here are the results obtained:

Consider these key factors for this case study:

• We analyzed results for the month of August 2023.
• The impactable audience receives personalized communications based on their consumption habits.
• The control group receives mass communications.
• The comparison with the previous year uses the same customer segment for the same month.

If you're reading this post, we recommend these three articles, which we believe will interest you:

• The control group, key to measuring the impact of your actions
• How to boost product replenishment with personalization
• Maximizing conversion through personalization

Comparing the impacted audience with the control group

A recent case with one of our clients in August highlights the power of this strategy.

Here are the two segments for comparison:

1. 0_subscribed + CG no: These are the subscribed customers in the impactable audience, receiving hyper-personalized communications.
2. 0_subscribed + CG yes: These are subscribed customers marked as part of the control group, only receiving mass communications without purchase propensity or consumption habit-based personalization.

The image shows the absolute values for August's results.

Remember, you can automatically create the control group randomly and homogenously in customer quality in the Customer Lifetime Value module settings. Take a look at this link.

Here are the sales increase results:

We observed an impressive 19% increase in revenue, equivalent to an additional €89,169.

But that’s not all: the number of purchase tickets rose by 15%, and active customers increased by 14%. What approach led to these remarkable results?

The key was the hyper-personalization of interactions with specific customer segments, while the control group did not experience this personalized attention.

Remember, Pleasepoint's platform automatically compares the KPIs to be analyzed. For sales, orders, or active customer increases, it calculates the conversion per 1,000 customers in each segment being compared.

The insights gained from this comparison are equally revealing.

We saw a significant 25% increase in Customer Lifetime Value (LTV). Additionally, analyzing the evolution of activated customers, total sales, ticket numbers, and average ticket value, all showed notable improvements.

In summary, the total sales increase amounted to €89,169, representing an impressive 19.91% growth, along with a 15% increase in order numbers.

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Comparing performance with the previous year: sustained growth

In addition to comparing the impact of your strategies with a control group, it’s essential to measure progress over time. Here, we compare the same impactable customer group with the same month from the previous year.

The same users compete month-over-month.

We’ll use this comparison to reaffirm the results from the previous analysis.

Here are the results for August 2023:

Now, let's see the results from August 2022:

Now it's time to compare KPIs. This is the performance of August 2023 for subscribers receiving hyper-personalized communications versus the control group, who only received mass communications.

The results are equally impressive: a 6.53% increase in active customers, an 8% increase in order numbers, and an 11% increase in total sales. This translates to a 1.38% increase in tickets per customer and a 2.83% rise in average ticket value. But that’s not all—average customer spending also grew by 4.26%, and the average Customer Lifetime Value (LTV) per customer showed a 6.56% increase.

These figures highlight the consistency and sustained growth that can be achieved through a well-designed and executed predictive marketing strategy. Comparing with the previous year provides a valuable perspective for assessing progress over time and continuously optimizing your strategies.

Astonishing results: boosting CRM strategy with predictive marketing techniques

Comparing with control groups and previous years are crucial tools for driving your predictive marketing strategies toward continuous success. These analyses offer valuable insights, allowing you to adapt, grow, and maintain a competitive edge in an ever-evolving marketing landscape.

In summary, this results analysis has provided a revealing insight into the impact of predictive marketing in the real world.

The data from the last month speaks for itself: an impressive 19% increase in revenue, a 15% increase in tickets, and 14% more active customers. These results testify to the effectiveness of hyper-personalization in a CRM strategy.

Hyper-personalization has become a fundamental pillar of modern marketing. Customers expect unique and relevant experiences, and predictive marketing allows us to meet those expectations efficiently. By analyzing and understanding each customer in depth, we can provide accurate recommendations, personalized promotions, and timely communications.

Ultimately, predictive marketing is not just about improving metrics but about building solid competitive advantages. Those who adopt this technology can quickly adapt to customers' changing needs, anticipate trends, and outpace the competition.

The ability to make data-driven decisions in real-time has become an invaluable asset in today’s business world, and predictive marketing is the key to unlocking a more prosperous, customer-oriented future.

Download our free eBook and learn how to execute a personalization strategy based on each of your customers' lifecycle and preferences. It has never been easier to start hyper-personalizing and boosting your marketing actions' performance.