MassTLC marketing analytics summit, Constant Contact
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Rick Jensen | Constant Contact 4/26/2012 Copyright Constant Contact 2012 1 Copyright © 2012 Constant Contact Inc. Copyright © 2012 Constant Contact Inc. 2 1. brand awareness 2. test-drive 3. churn 4. customer satisfaction 5. take rate 6. profit 7. net present value 8. internal rate of return 9. payback 10. customer lifetime value 11. cost per click 12. transaction conversion rate 13. return on ad dollars spent 14. bounce rate 15. word of mouth / social media reach
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Rick Jensen, SVP Marketing and Sales at Constant Contact presented at MassTLC's marketing analytics summit on 04/26/12
Transcript of MassTLC marketing analytics summit, Constant Contact
Rick Jensen | Constant Contact 4/26/2012
Copyright Constant Contact 2012 1
Copyright © 2012 Constant Contact Inc.
Copyright © 2012 Constant Contact Inc. 2
1. brand awareness2. test-drive3. churn4. customer satisfaction 5. take rate6. profit7. net present value8. internal rate of return9. payback
10. customer lifetime value 11. cost per click12. transaction conversion rate
13. return on ad dollars spent
14. bounce rate15. word of mouth / social media reach
Rick Jensen | Constant Contact 4/26/2012
Copyright Constant Contact 2012 2
Copyright © 2012 Constant Contact Inc. 3
3. cancellation rate4. CSI ‒ customer satisfaction index
Copyright © 2012 Constant Contact Inc. 4
cancellation rateSMALL NUMBERS GET BIG...FAST
$840,000
2.2% 2.3%attrition
Rick Jensen | Constant Contact 4/26/2012
Copyright Constant Contact 2012 3
Copyright © 2012 Constant Contact Inc. 5
csiCUSTOMER SATISFACTION INDEX
customer perspective
company perspective
Copyright © 2012 Constant Contact Inc. 6
csiCUSTOMER SATISFACTION INDEX
customer perspective
company perspective
Rick Jensen | Constant Contact 4/26/2012
Copyright Constant Contact 2012 4
pain pointsWHAT OUR WORLD LOOKED LIKE
Copyright © 2012 Constant Contact Inc. 7
ease the painTHE SOLUTION FOR US
Copyright © 2012 Constant Contact Inc. 8
Rick Jensen | Constant Contact 4/26/2012
Copyright Constant Contact 2012 5
processWHAT WE LEARNED
time to getit right
hire a3rd party
dedicate theright resources
have a plan build apredictive model
iterate, iterateCopyright © 2012 Constant Contact Inc.
key success factorsHAVE TO HAVES
Copyright © 2012 Constant Contact Inc. 10
hypothesis-drivenprocess
world class operationalsystems + people
deep analytics+ reporting
Rick Jensen | Constant Contact 4/26/2012
Copyright Constant Contact 2012 6
lifestylechange vs. finite
project
final thoughtHOW WE SEE IT AT CONSTANT CONTACT
Copyright © 2012 Constant Contact Inc.
