High-value multichannel 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 Segment Editor to build a segment that finds customers with a high lifetime value who have purchased across multiple channels.

HIGH-VALUE MULTICHANNEL CUSTOMERS

	Open the Segment 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 Lifetime Order Revenue attribute from the Transaction Attributes Extended table, select the “is greater than” operator, and then enter “500”: Click the Refresh button located on the right side of the Segment Editor to see how many customers are in your segment, how much they spent in the past year, how many are active, and how many of them could belong to a future campaign.
	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. Click the Refresh button located on the right side of the Segment Editor to refresh segment insights to view updated values for the combination of customers who have spent at least $500 and have purchased from more than one channel.
	You’re done! Click the Save As button in the top right corner of the Segment Editor. Give your segment a name that clearly describes the purpose and audience type for the segment. For example: “High Value Multichannel Purchases”. Tip Use good naming patterns to ensure that you can always find your segments 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 segments that are brand- and/or region-specific.
	After your segment is saved the Segment Overview page opens and shows additional details, such as historical and predicted revenue, the percentage of customers that are reachable by email, by phone, on Facebook, and customer trends, such as purchases by channel, revenue by lifetime spend.