Member Since: 8th Aug 2016
Handling e-commerce content at scale. Having fun with b2b marketing, operations, teams. Jazz too.
Previously eCommerce Growth at Perpetto.
17th Aug 2016
Thank you for your comment. I believe it strongly depends on the organizational resources and company size - it might be relevant that there is one person to strategize based on different business data and then assign any action plan. The good thing with automation is that once you've set up your data and calculations, it takes a few clicks to start with different (re)marketing campaigns. Then it's easy as you can only overview and adjust. People move automatically within segments and emails are triggered also automatically.
If enterprise-size, it is usually that there are more complex software infrastructure and BI to extract data and display insights. Then there are dedicated teams to run any strategy, assigned by Heads.
I hope it helps.
Also in chapter 1 in this eBook there are a few articles that may also give some ideas --> perpetto.com/customer-lifetime-value-ecommerce
17th Aug 2016
Wow, thank you for going into detail and sharing such a great question. The thing is that marketing automation technically makes it similarly easy to targeted all segments. The thing is when you try to optimize your KPIs (ROI per marketing activity for example) and also efforts it makes more sense to reach out to those that in the long run would bring more money into the business (that info we have from the CLV calculations).
Here is a bit more how to set up that automation once as to make sense for any stage / behavior or value of each and every customer, if you'd like to take a look --> perpetto.com/email-automation-crash-course
16th Aug 2016
Please, leave any comment here. I'll be happy to discuss. J