Slcsem slides 3 20-13
13
Analytics and Attribution SLCSEM 3/20/2013
-
Upload
cameron-urry -
Category
Documents
-
view
62 -
download
0
Transcript of Slcsem slides 3 20-13
Analytics and AttributionSLCSEM 3/20/2013
• $4.2 Billion Company• 2nd Largest Self Storage Company in USA• 2500 Employees• 937 Locations• Largest publically held company headquartered
in UT
Where We’re Going
• Cross Channel Attribution Application• Leveraging analytics data for real time
decisions
Swim Lane Marketing
Where’s the Data?
Data IntegrationSocial Media Scores & Data
Socio-Demographic Data
Website Analytics
CMS
Paid SearchPhone Conversions
Call Center
SEO RankingsCustomer Surveys
Expenses
Competitive Data
Bing
Census Data
Pricing & Promotion Data
Data Warehouse
How It Helped Mobile
Jan '12
Feb '12
Mar '12
Apr '12
May '12
Jun '12
Jul '12
Aug '12
Sep '12
Oct '12
Nov '12
Dec '12
Jan '13
0%10%20%30%40%50%60%70%80%90%
100%Spend
DesktopMobile
LTV Seasonality
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53
0
500
1000
1500
2000
2500
0
200
400
600
800
1000
1200
1400
Lifetime Value (Rent * Length of Stay) adjusted for increases
Customer Count Mean LTV Median LTV
Week Number
Cus
tom
er C
ount
Mean LT
V / M
edian LTV
94303 LTV $1037
Find the Most Valuable Customers
94025 LTV $963
94301 LTV $1033
94303 LTV $1037
Segment By: Demographic
AGE LTV
25-35 -12%
35-45 +2%
45-55 +10%
55-65 -6%
65+ +7%
AGE LTV
25-35 -8%
35-45 +3%
45-55 -5%
55-65 -1%
65+ +8%
Segment By: Demographic
45-55
-5%45-55
+10%
45-55
+10%
Segment By: Demographic
