[Segment Examples] Evaluation of Customer Acquisition Channels

Introduction

This article will explain an example of creating customer segments in ECPower for the purpose of "evaluating customer acquisition channels," along with ideas for marketing outreaches.

‍

Segmenting by Initial Customer Acquisition Channel

Here is an example of segment creation by customer acquisition channel. Select "first-time purchase" in the detailed filter for order frequency. If you have set UTM parameters in your new customer acquisition outreaches, you can use them.

‍

Examples of Marketing Outreaches:

• By using the CLV cohort table, you can analyze differences in Lifetime Value for each acquisition channel, and the period for recouping advertising investment.
• If there is a significant difference in CLV among acquisition channels, you may need to reconsider your new customer acquisition channels.

‍

For a basic explanation of how to view the CLV cohort table in ECPower, please check out this explanatory article.

‍

‍

Segmenting Repeat/Royal Customers by Acquisition Channel

By creating customer segments combining current repeat or royal customers and acquisition channels, you can consider which channels are effective from the perspective of fostering repeat or royal customers.

Let's also check if there are any differences in metrics such as Lifetime Value, purchase price, or purchase frequency.

‍

Examples of Marketing Outreaches:

• You can compare which acquisition channel was used for the first purchase by current repeat customers.
• If there is a significant difference in CLV among acquisition channels, you may need to reconsider your new customer acquisition channels.

‍

Segmenting by Source of Second and Subsequent Purchases

By creating segments for each source of traffic, you can identify where most of the repeat purchases (second and subsequent purchases) come from.

‍

In this store, we've just started email marketing, so there aren't many people yet. "Direct" refers to customers who access and make purchases from things like browser bookmarks.

Please note that the handling of source data often results in a situation where "Unknown Source" makes up the majority, so it is important to handle the data with care. (If UTM parameters are set, you can obtain more accurate data.)

‍

Examples of Marketing Outreaches:

• If you have multiple marketing channels for existing customers (such as email, SMS, LINE, etc.), you can compare how many people have made a second or subsequent purchase from each channel.

‍

Related Articles

Other examples of segment creation are summarized on this page.

‍

We also explain how to create customer journeys for nurturing loyal customers and the concept of RFM segmentation in this article. Please refer to these as well.

‍

‍