"We have been able to apply that analytical layer to the business strategy that we needed, helping us to make strategic decisions and structure our strategy."
Born Living Yoga needed to extend the lifespan of their clients which would increase their ROI. increase their ROI. In addition, in performance campaigns, their acquisition cost was excessively high, which made it difficult to amortize customer acquisition.
As part of the RevOps methodology and based on initial sector audits, certain weak points were identified to help improve the fluidity of a customer journey with certain leakage points. In addition, and from a clustering by type of customer and thanks to the personalization of content through different channels (mainly email and SMS), specific workflows were developed that helped to build loyalty among the different customer segments.
Finally, by identifying which customers were the "top customers" (those who buy the most, spend the most and bought the most recently) and using the email addresses of registered users and customers on the Google Ads and FB Ads platforms, similar audiences were achieved and with them an increase in the conversion rate, reducing the cost of acquisition.
Thanks to this methodology (development of process automation that helps to increase business profit), Born Living Yoga has reached an economic sustainability that has allowed them to move to the next stage of business maturity in record time.
The phases of the methodology can be summarized as follows:
Audits of sales acquisition channels 2.
2. Definition of objectives and development of the strategic plan
3. Development of the Customer Data Platform
4. Development of analytical models and definition of KPI's.
5. Recurrent visualization of results
Based on a clustering by type of customer and thanks to the personalization of content through different channels (email and SMS), specific workflows were developed that helped to build loyalty among the different customer segments, increasing their life cycle by 34%.
In addition, and thanks to identifying which customers were the "top customers" (those who buy the most, spend the most and bought the most recently), similar audiences were created with which it was possible to increase the conversion rate in campaigns to attract new customers by 29%.
"We have been able to apply that analytical layer to the business strategy that we needed, helping us to make strategic decisions and structure our strategy."
Marta Meseguer
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