VickyBrock Digital Day 17 Marketing Society Scotland
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Vicky went on an alcohol-fueled shopping spree spending ?72.94. However, retailers do not actually make money until customers decide to keep their purchases. Vicky analyzed her own shopping data, finding she purchased 236 items across various categories but made a net profit of only ?23 once returns and costs were accounted for. The data showed different types of customers - from "Keepers" who are high value and loyal, to "Returners" who return many purchases and have negative financial value for retailers.
VickyBrock Digital Day 17 Marketing Society Scotland
- 1. VICKY BROCK |DATA FOUNDER & GEEK @BROCKVICKY HELLO@VICKYBROCK.COM
- 6. ?72.94 of beer fuelled shopping Will Vicky keep what she bought?
- 7. It is not actually a sale until the customer decides to keep it and that decision is a data black hole
- 8. Artificial Intelligence Deductive Reasoning Knowledge Representation Planning Perception: Computer Vision Machine Learning Robotics: Motion and Manipulation Natural Language Processing Social Intelligence Supervised Learning Decision Tree Learning Association Rule Learning Support Vector Machines Unsupervised Learning Clustering Similarity and Metric Learning Genetic Algorithms Reinforcement Learning Bayesian Networks Neural Networks Deep Learning @brockvicky
- 9. @brockvicky
- 11. Accessories Purchased 96 items Gross Sales = ?1,144 Womenswear Purchased 104 items Gross Sales = ?1,845 Menswear Purchased 28 items Gross Sales = ?349 Health & Beauty Purchased 8 items Gross Sales = ?352 Total Net after Refunds & Operational Costs = ?23 Total Sales = ?3,690 How Can It Be Used? Value after marketing cost to acquire and retain = - ?7 -?45 Net after refunds & costs -?223 Net after refunds & costs -?61 Net after refunds & costs ?352 Net
- 12. Example Segments (Not M&S*) Average Customer Sales (Annual) Average Customer Actual Sales Less Returns Costs (Annual) Average Purchase Frequency (Annual) Keepers Highest Value ?908.3 ?908.3 2 Super Loyal ?389.9 ?389.9 7 Bundler ?205.1 ?205.1 2 Average ?147.4 ?147.4 3 Thrifty ? 68.6 ? 68.6 2 Returners Accidentals ?345.0 ?297.5 6 Low Risk Explorers ?287.0 ?200.7 5 High Risk Explorers ?312.1 ?171.5 5 Typical Overbuyers ?320.9 ?129.4 4 Serious Overbuyers ?368.1 ? 98.2 4 Delinquents ?405.1 ? 56.9 4 Negative Value ?189.7 -? 6.8 3
- 13. THANK YOU VICKY BROCK |DATA FOUNDER & GEEK @BROCKVICKY HELLO@VICKYBROCK.COM VISIT MY BLOG: VICKYBROCK.COM/BLOG