Usage Scenarios

Companies new to behavioral targeting are typically conducting two types of campaigns. Most common are ‘spray and pray’ campaigns which reach out to every customer using the same message for each. A second familiar type of campaign is one directed to only the best customers. With Longbow, companies can identify several different types of customers and then develop campaigns with messaging appropriate to each type. Here we demonstrate how to follow that differentiated approach by showing how to spot several types and how to select customers who match those types.

Below is a table describing several customer types, along with hyperlinks to behavior maps that reveal clusters of customers of each type. Behavior map variables correspond to Longbow sliders; the table shows how to set the sliders to select customers of each type. The suggested settings are approximate. You should experiment to find the best values for your business.

 

Segment	Customer Description	Visual	Selection process
Up & Comers	Loyalty or spend or rate of buying is increasing	Loyalty and time, for newbies	Up & Coming newbies will have low retention and change in Loyalty Score > 0
Steady Eddies	Fairly consistent behavior	Changes in loyalty and money	Pick customers near the 0,0 point
Faders	Decreasing loyalty or spend or frequency	Loyalty and money; changes in loyalty and money	Faders have a higher revenue rank than Loyalty Rank, and are above the diagonal line
Win-backs	Haven't purchased in a while, and we want them back in group of active customers; high retention, long recency, reasonable revenue	Time vs. money	Set revenue rank > 25. Set Recency depending on your business, but > 90 days and < 2 years is common
Prodigal Sons	Recently resumed purchasing after hiatus	loyalty and time	Retention is high, change in Loyalty Score > 0, and Loyalty Rank > 25
At Risk	May defect to a competitor	Risk and money	Choose customers with Risk Scores > 0.5 and revenue rank > 25
Cross-sell	Customers who might buy products new to their product set	Loyalty and products	Choose customers with change in Loyalty Score > 0, Loyalty Rank >40, and a relatively lower Category Score