ADTEK.
co
Growth Marketing Agency
Grow your business via Growth Strategy
backed by data and Digital Transformation.
ABOUT US
Our core values
Adtek was founded in 2021 with the mission is to digitize businesses in
Vietnam to grow their sales and optimize their costs. Unlike other ● Put clients’ interests ahead of the company’s.
agencies, we dive deeply into their business problems to provide the best ● Maintain high demand for work.
solutions backed by data analysis. Our services include: ● Problem-solving & data-based approaches are the ways of working.
● Growth consultancy ● Optimize clients’ resources cost-effectively.
● E-commerce Management
● User Acquisition
● CRM consultancy
● Integrated Marketing Campaigns.
Speak profile
Tin Le - CEO
Former Head of Online Marketing, Shopee Vietnam
Tin has more than ten years of experience in Growth Marketing and E-
commerce and worked for top tech companies in Vietnam such as
VNG, Vingroup, Lazada, and Shopee. For the past 4 years, Tin was in
charge of Head of Online Marketing at Shopee and was responsible for
growing Shopee user base. Digital Transformation and Growth
Marketing are Tin’s passions.
How to retain customers by CDP
02 Jan 2022
1 Customer Journey in Ecommerce
CONTENTS 2 Common churn reasons & treatments
3 Lifecycle churn prevention framework
4 CDP use case 1
6 CDP use case 2
7 CDP use case 3
Private & Confidential 5
Customer Journey in Ecommerce
Day 0 Day 1 Day 2 - 28 Day 30
Visit website
Register account Search product View product Add to cart Purchase
Install app
Keep app but Active but not Registered but
inactive registered not purchase
Uninstall app Churn Churn Churn Churn Churn
Private & Confidential 6
Common churn reasons & treatments
Visit website
Register account Search product View product Add to cart Purchase
Install app
● They don’t see ● Poor ● Can’t find ● High price. ● Wait for ● Have bad an CX
what they saw Interactions: products they ● Poor product promotions to with their first
on the ads. Lack of triggers are looking for. description. checkout. orders.
● Poor onboarding: to register for an ● High shipping ● Bad CS services
Churn reason The UI / UX is account. fee. ● Don’t have
not friendly and loyalty program
not relevant to to encourage
them. them to buy
more.
Treatment Use CDP to: Use CPD to: Suggest products ● Use CDP to: ● Notify them the ● Use CPD to
● Improve personalize and they are searching ○ Personalized price dropping. predict which
onboarding UX gaminify their for. price / bundle ● Auto offer them customer
by understand experiences based deals for highly voucher to segments are at
who they are, on their intent-to-buy encourage them risk to improve
where they come behaviours: customers. to buy. CX.
from and what ○ Show them ● Revamp the ● Personalize their
they are looking personalized product ads content (FB
for to show the products + description in the ads, GG Ads)
relevant products personalized way of demo how based on their
to them or vouchers. the product can purchase history
deliver them ○ Personalized show the and others’
faster time-to- flash sales. customers’ purchases.
value. ○ In-app games: problems rather
spin the telling them what
wheel, lucky the product has.
prize…
Private & Confidential 7
Simple lifecycle churn prevention framework
New app installer New user Early life user Mature user
(Just installed app) (Just registered) (1 - 5 orders) (>5 orders)
Use CDP to recommend
Install app relevant products based
on their purchase
historical data.
CDP use
case
Yes Early-life churn
Register? Register Upsell / cross sell
prevention
No Yes
CDP use
case Welcome series High
Auto push No
(New user benefits) churn Mature buyer
notifications, popup score
Life Cycle Use CDP to
checkpoints recommend relevant
products based on High No
Add to Yes
their coming Early-life buyer churn
sources. cart score
No
Yes
CDP use
Non-buyer churn case
Mature churn
prevention
prevention
If last login > X days
CDP use
case Retargeting churn users
Abandoned cart on GG / FB
Private & Confidential 8
Use case: improve in-app experience even they are not your
customer yet
CDP
Profile
unification
Personalized in-app content
based on their out-app activities
Customer out-app
activities Private & Confidential 9
Use case: personalize messages based on customer profiles
to convert them and save cost
1 day after abbaning cart 2 day after abbaning car 3 day after abbaning car
Shopee Shopee Shopee
Tin Le bỏ quên sản phẩm trong giỏ hàng nè Tin Le đừng quên sản phẩm trong giỏ nha Bạn bỏ quên sản phẩm trong giỏ hàng
Sản phẩm trong giỏ hàng của bạn đang có giá tốt Bạn có thể dùng 100K Shopee xu đang có để Shopee tặng Tin Le voucher TANGBAN để được
nhất trong 1 tháng trở lại đây. Mua ngay kẻo giá được giảm thêm nhé. giảm thêm 10% cho sản phẩm để quên trong giỏ
tăng bạn nhé! hàng.
Remind to spend coins (if they Offer voucher (if high-value
Price drop alert (for all users)
have coins) customer)
Private & Confidential 10
Use case: Combine in-app & out-app marketing channels to
personalized ads content & save cost
Last-login within 30 days > 30 days since last login
Shopee
Shopee
Sản phẩm dành riêng cho bạn!
Đầm thời trang hot nhất tháng 5 được
chọn riêng cho bạn.
Personalized PN Personalized in-app content Facebook retargeting
Private & Confidential 11
(Backup) CRM Golden Number Analysis
We analyze your data to identify the “Golden Number” as your customers will be retained
after making orders beyond that number.
Golden
number
(Backup) CRM Frameworks for Customer Growth & Cost Optimization
Customer lifecycle Conversion maximization Cost optimization
Churn Non-buyers Loyalty buyers Unhealthy heavy buyers
Customer segments Churn Early life buyers Healthy heavy buyers Healthy heavy buyers
Churn Mature buyers
● Welcome series ● Extra free shipping vouchers Shift cost unhealthy heavy buyers
● Welcome packages ● Extra direct vouchers to healthy heavy buyers.
Initiatives ● Churn prevention
● Churn reactivation
● Incremental new buyers. ● Conversion rate. ● Incremental orders.
● Cost per incremental new ● Incremental orders. ● Cost per incremental orders.
KPIs buyers. ● Cost per incremental orders. ● CIR per segment
● Incremental orders ● CIR per segment.
● Cost per incremental orders.
Thank You
We are ready to grow your business.
HO CHI MINH
OFFICE
146 Nguyen Van Thu street, Da
Kao ward, District 1, HCMC
PHONE
+84 9323 494 34
Website
[Link]
