Audience Building and Customer Lifetime Value in the CDP

Audience building is at the core of Raptor’s Customer Data Platform, which is part of the upcoming release of Ibexa DXP v5. 

With Raptor’s CDP, you can build dynamic audiences based on any customer data point: purchase history, page views, basket behavior, engagement level, churn risk, brand affinity - you name it.  

The Raptor CDP stands out in 3 ways: 

• High customization
• AI capabilities
• User-friendliness.  

Marketers at any level can easily build audiences that are normally quite complex: Customers with high Customer Lifetime Value, high probability of churn, or high likelihood of becoming loyal customers in the future.  

In this blog, you'll learn about some of the most useful features within the CDP + 5 audience examples that are proven to drive results across industries. 

Customer Lifetime Value Model 

The Customer Lifetime Value (CLV) Model is a special view within the CDP, which allows you a broad overview of how your customers are divided in terms of value vs loyalty.  

With a click of a button, you can build an audience with the CLV of your choice (like churners or loyals) and target them accordingly.  

Single Customer View 

Within the Single Customer View, you can take a deep dive into one specific customer.  

You can see which audiences they are a part of, what campaigns they’ve engaged with recently, and what their average order value is.  

This gives you an opportunity to explore typical user behavior and make tweaks to your campaigns as you go.  

And because audiences update in real time, you don’t have to waste time building audiences daily.  

To give you an idea of the types of audiences you can build, we have collected a handful of the most broadly used audiences that drive results across industries – in B2C and B2B.  

5 audiences you can build in Raptor’s CDP: 

1. High-value loyals 

These are your very best customers: they have a high order value and buy frequently. So, of course you would like more customers just like them. 

Use the CDP to segment those of your customers with a high CLV (online and/or in store) and a low risk of churning.  

What to do: 

• Offer loyalty vouchers or private offers via e-mail 
• Use this group to target look-alike audiences in ad platforms 

2. Churning VIPs 

They’ve bought a lot in the past but haven’t engaged in a while. This means that they might be about to churn, so it’s time to act fast.  

These customers are important in all industries, but especially in B2B. Here, each customer is extremely valuable, so making the right moves to keep them in your business is important.  
 

What to do: 

• Trigger personalized win-back e-mails with discounts or new product highlights 
• Automatically alert a sales rep to reach out 

3. Frequent shoppers, low value 

They engage often, but their average order value (or deal size) is small. This makes them perfect for upsell and cross-sell strategies. 

What to do: 

• Show complementary items or better alternatives on e-mail 
• Personalize on-site recommendations to push higher-margin options 

4. Specific business roles

If you sell a complex product for different industries, it can be very useful to target specific roles with specific content in the DXP. 

What to do:

• Attach audiences of you choice to specific content pieces within the DXP Page Builder and the content will update automatically depending on the reader. 

5. Brand lovers 

Some customers consistently engage with one brand, supplier, or product type. With the CDP, you can find each customer’s top 3 favorite brands and target them with personalized messages accordingly. 

What to do: 

• Always-on e-mail flows with updates from their preferred brand 

Want to know more? 

Sign up for the Ibexa DXP v5 webinar, where you can hear all about the new update and all the exciting features that come with it.  

 

On September 10th at 2pm CET,  we'll be hosting a webinar on all of the updates to Ibexa DXP V5, be sure to register now: