High-value multi-channel customers

A multichannel marketing strategy often leads to higher revenue. Customers who respond to multiple channels are easier to reach and lead to more effective marketing campaigns. The first step to building an effective multichannel marketing strategy is to identify high-value customers whose purchases can be associated with multiple channels.

You can find high-value multichannel customers first by identifying which customers have spent an amount over a defined threshold, and then by identifying which of those customers have purchased across multiple channels.

The following sections describe using the the visual Query Editor to build a query that returns a list of customers with a high lifetime value who have purchased across multiple channels.

	Open the visual Query Editor, look in the lower-right of the page and make sure your customer 360 database is selected.
	To identify which customers have spent at least $500, choose the Amperity ID and Lifetime Order Revenue attributes from the Transaction Attributes Extended table. Set the condition for Amperity ID to “is not NULL” and the condition for Lifetime Order Revenue to “is greater than”, and then configure a relative date range of “500”:
	Add a second attribute to your segment. To identify customers who have purchased from multiple channels, choose the Multi Purchase Channel attribute from the Transaction Attributes Extended table, and then select the “is true” operator: Keep the and/or slider set to AND.
	Run the query to validate the syntax, and then review the list of customers who have spent at least $500 and have purchased from more than one channel.
	You’re done! Give your query a name that clearly describes the purpose. For example: “High Value Multichannel Purchases”. Click the Activate button in the top right corner of the visual Query Editor. Tip Use good naming patterns to ensure that you can always find your queries when you need them. Be sure to include the brand name and/or the region name if you have multiple brands or have multiple regions and want to build queries that are brand- and/or region-specific.