Why It’s Time to Say Goodbye to Your ESP

Posted by Ivan Mazour 25 Jan 18

the future of retail.pngIn order to really thrive in 2018 and beyond, brands need to be providing a customer experience that is personal, relevant and timely.

Most retail marketers already know this, so why are so few actually delivering on it?

Because the technology that controls their working life is the email service provider (ESP).

Let us explain.

Email has been, and continues to be, the main channel that drives engagement with existing customers, so it’s no surprise that the platform of choice for the retail CRM marketer is an ESP.

However, the problem is that the majority of ESPs out there were built decades ago, for the purpose of sending the same email to a million people—over and over again.

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Topics: artificial intelligence and marketing, single customer view, ecommerce marketing advice, ecommerce marketing blog, ESP, Ometria platform

How to Calculate Customer Lifetime Value (CLV) in Ecommerce

Posted by Edward Gotham 11 Dec 17

Customer lifecycle value in ecommerceWhat is customer lifetime value?

We all stumble through life clutching onto the fuzzy memories of those pesky Pythagoras and algebraic theorems that haunted many a youth, andwith rare use cases in present day lifethey normally end up getting filed and forgotten. 

Enter customer lifetime value: the only equation you need to remember.  

In ecommerce, CLV is the value a customer contributes to your business over their entire lifetime at your company.

The main methods of calculating CLV are split between historic and predictive CLV:

  • Historic CLV (Good indication of CLV)  

    Simply the sum of the gross profit from all historic purchases for an individual customer.

  • Predictive CLV (Great indication of CLV) 

    A predictive analysis of previous transaction history and various behavioural indicators which forecasts the lifetime value of an individual. As long as the equation is accurate, this value will become more accurate with every purchase and interaction.

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Topics: Ecommerce metrics, Ecommerce marketing resources, Ecommerce customer retention, Customer lifecycle marketing, Ecommerce marketing strategy, Ecommerce marketing tips, artificial intelligence and marketing

Four Ways Ecommerce Marketers Can Start Using AI Today

Posted by Abi Davies 25 May 17

AI in ecommerce marketingFrom Facebook’s (slightly spooky) facial recognition functionality “DeepFace” to Amazon’s intelligent personal assistant Alexa, over the past couple of years artificial intelligence (AI) has become ubiquitous—part of what many would consider everyday life.

… Or has it?

Whilst AI has become commonplace among technology giants like Google, Instagram and Microsoft, for most marketers it’s still uncharted territory—something encountered regularly outside of work (e.g. Netflix recommendations), but rarely inside.

This is mainly down to a lack of knowledge and transparency; historically, AI has been something only talked about by experts in the computer science field, and consequently the language surrounding it is (even now) pretty arcane and, at first glance, intimidating.

To get to grips with the lingo, download our ebook: "A no-nonsense guide to ecommerce marketing", here. 

But this is all changing. AI is becoming accessible to almost all industries—especially ecommerce marketing.  Listed below are four ways your brand could be using AI to augment its marketing right now.

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Topics: artificial intelligence and marketing, AI in ecommerce marketing, AI marketing, artificial intelligence

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