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Glossary

Discover Evam’s glossary of real-time data terms. Master key concepts in stream processing, analytics, and decision-making technologies.

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What is AI Insights | Evam

<p>AI insights refer to the advanced understanding and revelations obtained from data through artificial intelligence (AI) and AI-driven tools and techniques. These insights help uncover patterns, trends, and correlations in data that are not easily detectable by humans.</p>

<p>AI insights empower organizations to make better decisions, enhance customer experiences, and optimize internal processes. They can be applied across various industries, including marketing, finance, and healthcare:</p>

<p><b>Marketing:</b> AI insights analyze customer data to understand behavior and preferences.</p>

<p><b>Finance:</b> AI insights detect fraud or money laundering by analyzing financial transactions.</p>

<p><b>Healthcare:</b> AI insights predict patient outcomes and detect diseases earlier.</p>

<p>In any industry, AI insights provide valuable information that drives better decision-making and business outcomes. By effectively leveraging AI insights, organizations can gain a competitive edge.</p>

<h2>What Powers AI Insights?</h2>
<p>AI insights, and AI as a whole, are driven by three core components:</p>

<h3>Machine Learning</h3><p>Machine learning, a subset of artificial intelligence, allows computers to learn from data and experience, identify patterns, and make decisions without being directly programmed.</p><p>These algorithms enable computers to improve their performance on specific tasks by utilizing data they have encountered. For instance, machine learning algorithms can be applied to detect fraud or spam, predict customer churn, suggest products, recognize objects in images, and perform various other tasks.</p><h3>Big Data</h3><p><span style="font-size: 14px; color: inherit; font-family: inherit;">Big data refers to vast and intricate data sets that can be analyzed to uncover valuable insights. It is typically defined by three key characteristics: volume, velocity, and variety.</span></p>

<p><b>Volume:</b>&nbsp;This refers to the quantity of data being gathered and stored. In today's digital era, we generate enormous amounts of data daily — from online searches to social media activity — and it must be stored properly to be utilized effectively.</p>
<p><b>Velocity:</b>&nbsp;This refers to the pace at which new data is generated and becomes accessible for analysis. With technological advancements, an increasing amount of information is being produced quickly and must be analyzed promptly to stay in sync with evolving trends or customer needs.</p>
<p><b>Variety:</b>&nbsp;This refers to the diverse types of data available for analysis. Big data can originate from various sources, such as web logs, social media posts, images, videos, sensor readings, transaction records, and more. All of this data must be processed collectively to extract meaningful insights.</p><h3>Quantum Computing</h3><p><span style="font-size: 14px;">Quantum computing is a field of computer science that leverages quantum mechanics to create highly advanced computers capable of performing calculations and simulations far beyond human capabilities.</span></p><p>In contrast to traditional computers, which use binary bits (ones and zeros), quantum computers utilize qubits, or quantum bits. This allows them to store and process enormous amounts of data within a single qubit, providing unparalleled computational power.</p><p>Quantum computers have the potential to address complex challenges in areas such as predictive analytics, ad spend optimization, and many other fields.</p>
<h2>Four Benefits of AI Insights in Marketing</h2>
<p><b>Automation of Data-Intensive Tasks:</b> AI automates mundane tasks like data entry and analysis, freeing up time for marketers to focus on creative activities.</p>

<p><b>Delivering Personalization at Scale: </b>AI tailors content to individual customers based on their preferences, creating personalized experiences that increase sales and loyalty.</p>

<p><b>Enhanced Ad Targeting:</b> AI identifies potential customers and targets them with relevant ads or messages, ensuring the right message reaches the right audience at the right time.</p>

<p><b>Deep Dive into Customer Behavior: </b>AI provides valuable insights into customer behavior, helping marketers understand their audience better and develop intelligent targeting strategies.</p>

AI insights leverage advanced tools and techniques to uncover hidden patterns in data, aiding better decision-making across industries. Powered by machine learning, big data, and quantum computing, AI insights enhance marketing, finance, and healthcare by automating tasks, personalizing experiences, and optimizing processes.

AI Insights

Uncover hidden data patterns and drive decisions with AI insights powered by machine learning, big data, and quantum computing in marketing, finance, and healthcare.

What is Adoption Rate | Evam

<p>Adoption rate is a key metric that measures how widely a product or service is accepted by users. It indicates the percentage of users who have adopted the product or service out of the total potential users. A high adoption rate reflects popularity and success, while a low rate suggests unmet user needs. To improve adoption rates, it’s crucial to understand customer needs, enhance ease of use, and provide robust support.</p><h2>What is Adoption Rate?</h2><p>Adoption rate shows the success of a product or service by indicating how many users have adopted it. A high adoption rate signifies that the product is popular and successful. Increasing this rate involves understanding user needs, creating a user-friendly experience, and providing adequate support and resources.</p><p>Factors Affecting Adoption Rate and How to Increase It<br></p><p>Adoption rates can be influenced by:</p><p><b>User Experience: </b>An intuitive, user-friendly design encourages adoption.<br></p><p><b>Pricing:</b> High prices can deter users, so consider discounts or free trials.</p><p><b>Marketing: </b>Strong marketing strategies, including social media and email campaigns, can boost adoption rates.</p><h2>5 Strategies to Increase Adoption Rate</h2><p><b>Prioritize Customer Experience:</b> Ensure the product is easy to use and meets user needs.</p><p><b>Marketing and Promotion:</b> Make sure your target audience is aware of the product and its benefits.</p><p><b>Excellent Customer Service:</b> High-quality support enhances user experience and adoption rates.</p><p><b>Training and Tutorials: </b>Provide comprehensive training materials to help users understand how to use the product.</p><p><b>Feedback:</b> Regularly seek user feedback and use it to improve the product.</p><h2>How to Measure Adoption Rate</h2><p>To measure adoption rate, track user engagement metrics and referral rates:</p><p><b>User Engagement: </b>Monitor metrics like login frequency and task completion rates to see how often users interact with the product.</p><p><b>Referral Rates: </b>Check how many users recommend your product, indicating its acceptance and popularity.</p><p>By tracking these metrics, you can identify areas for improvement and make informed decisions to boost adoption rates. A high adoption rate validates the product’s value and contributes to long-term sustainability through referrals and positive reviews.</p><p>In summary, understanding and improving adoption rate is crucial for a product’s success. By focusing on user experience, marketing, and feedback, you can increase adoption rates and ensure your product meets user needs and expectations.</p>

<p>Adoption rate measures product success by indicating how many users adopt it. High rates show popularity; low rates suggest unmet needs. Improve adoption by enhancing user experience, marketing, customer service, training, and gathering feedback. Track engagement and referrals to identify areas for improvement and ensure long-term success.</p>

Adoption Rate

Boost your product's adoption rate by understanding user needs, enhancing experience, and implementing effective marketing and support strategies.

What is Average Order Value Uplift

<p>Average order value (AOV) is calculated by dividing the total value of orders by the number of orders placed. When executing personalization campaigns, particularly in sectors like e-commerce, understanding the additional value generated as a result of personalization is crucial in terms of actual order value. </p><p>In A/B tests, where there’s an existing version known as the control group and personalization serves as a variation of it, AOV uplift emerges as the metric indicating the net increase in the average order value within the test group compared to the control group. This metric is typically presented in monetary terms or as a percentage.</p><h2><span style="font-family: Poppins;">Why is it Important to Monitor Average Order Value Uplift?</span></h2><p>During A/B testing, both versions (A and B) will exhibit varying conversion rates, resulting in disparate order values. Ideally, the personalized version should demonstrate a superior average order value compared to the standard version.By tracking AOV uplift and refining personalization strategies accordingly, you can directly enhance revenue generation and attain a higher return on investment (ROI) from your campaigns.</p>

<p>Average Order Value Uplift refers to the increase in the average order value resulting from specific marketing actions, such as personalization or promotional offers. It indicates the effectiveness of these strategies in encouraging customers to spend more per purchase.</p>

Average Order Value Uplift

Learn how tracking AOV uplift enhances revenue and ROI from your strategies.

What is App Stickiness | Evam

<p>App stickiness refers to the frequency with which users return to your app and engage in activities. In the realm of mobile app marketing, stickiness reflects the app’s memorability, utility, and ability to become a habit for users. It quantifies the percentage of users who consistently revisit the app on a monthly basis. </p><p>To compute app stickiness, divide your Daily Active Users (DAUs) by your Monthly Active Users (MAUs) and multiply the result by 100:</p><p><b>App Stickiness = (DAU / MAU) * 100</b></p><p>This metric is pivotal for gauging user engagement and not only indicates whether users are actively using your app but also reveals the frequency of their engagement. To enhance app stickiness, it’s imperative to comprehend user behavior and discern what motivates them to revisit and utilize your app.</p><p>Make app stickiness a focal metric that you routinely monitor to enhance user experience and mitigate churn rates. It significantly influences decisions pertaining to app design, development, and marketing initiatives.</p><p>After gaining insights into users’ app usage patterns, it’s essential to ensure that they undertake valuable actions by measuring conversions. Conversion encompasses various user actions beyond mere product purchases, such as account creation, login activities, or exploration of specific product categories. The key lies in defining diverse user behaviors and evaluating the frequency of desired conversions.</p><p>To bolster app stickiness, devise campaigns that encourage users to engage in actions that deliver substantial customer value. These initiatives are pivotal for fostering long-term user loyalty and retention.</p>

<p>App Stickiness refers to the frequency and duration of user engagement with a mobile app. It’s a measure of the app’s ability to retain users over time. High stickiness suggests that users find the app useful and engaging, which is crucial for long-term success. Enhancing user experience, offering regular updates, and personalizing content are strategies to increase app stickiness.</p>

App Stickiness

App stickiness: Calculate and enhance user engagement in mobile apps. Understand user behavior, encourage valuable actions, and foster loyalty

What is Application Programming Interface (API) | Evam

<p>An Application Programming Interface (API) serves as a computing interface utilized to facilitate communication among various applications. APIs provide developers with tools and guidelines to construct and integrate multiple software applications efficiently. They are commonly employed to facilitate data exchange between programs, thereby enhancing database connectivity and technological integration. By furnishing developers with guidance, APIs enable the seamless interfacing of two applications, thereby unlocking possibilities for enhanced user experiences and the consolidation of user data.</p>
<p>When utilizing a mobile application, the application establishes a connection to the internet and transmits information to a server. Following the execution of necessary actions, the server retrieves, interprets, and transmits the data back to the mobile device. Subsequently, the application interprets this data and presents it in a user-readable format. The API acts as the intermediary interface between the mobile device and the server executing these actions.</p>
<p>Integrating Customer Relationship Management (CRM) systems with other databases is often necessary to provide comprehensive user experiences. API capabilities play a pivotal role in this integration process. Marketers should collaborate with developers to ensure they possess the requisite documentation to execute desired campaigns and generate reports effectively.</p>
    
    <b>Understanding API Functionality</b>
    <p>The process of creating a ‘Call an API’ request within a journey enables the triggering of outsourced tools, vendors, or CRM systems. This functionality allows for:</p>
    <p>Real-time provision of information to other systems and applications.</p>
    <p>Transmission of data to backend systems.</p>
    <p>Sending data to external systems such as Salesforce, SMS, and Email vendors.</p>
    
    <b>How API Operations Function</b>
    <p>The ‘Call an API’ feature dispatches a request to a predefined outsourced tool or vendor system, accompanied by a specified payload, using the ‘Call an API’ element within a journey. Upon successful transmission of the request, the user advances to the subsequent step in the workflow. However, if the request fails, the user is directed out of the ‘Call an API’ element.</p>

An Application Programming Interface (API) is a set of protocols and tools for building software applications. In digital marketing, APIs facilitate integration and communication between different software platforms, enabling automation and data sharing. They are essential for creating seamless user experiences and for the efficient operation of digital marketing tools.

Application Programming Interface (API)

Enhance app integration with APIs. Boost communication and streamline workflows. Empower marketers with CRM integration.

What is Active User | Evam

<p>An engaged user refers to an individual who regularly and meaningfully utilizes your product or services within a specified timeframe. These active users are typically categorized and evaluated based on their frequency of interaction, as follows:</p><p><b>Daily Active User (DAU): </b>Individuals who engage with the product or service on a daily basis.</p><p><b>Weekly Active User (WAU):</b> Individuals who interact with the product or service at least once per week.</p><p><b>Monthly Active User (MAU): </b>Individuals who engage with the product or service a few times per month or less frequently.</p><p>For instance, in the context of an online media publication, an active user would be someone who consistently logs into their account.</p><h2>The Importance of Tracking Active Users</h2><p>Establishing a loyal and sustainable customer base is a primary objective for any business. Monitoring the traffic to your app or website offers insights into the number of users exploring your offerings, returning after initial visits, and engaging with your platform regularly.</p><p>Each active user represents a potential customer. Therefore, effectively engaging and retaining these users are critical factors for business success. Monitoring your active user base enables you to understand the level of interest in your service on a daily, weekly, or monthly basis. However, it’s essential to actively engage these users to ensure their continued return.</p><p>Once you’ve established a baseline for your active users, tracking this metric over time provides a valuable benchmark for assessing and enhancing business performance. Nonetheless, it’s important to remember that active user metrics are not the sole indicators of growth. Incorporating measurements such as DAUs, WAUs, and MAUs, while setting corresponding goals, serves as a straightforward approach to fostering business growth.<br></p>

<p>An active user regularly engages with a product or service, indicating their interest and loyalty. In digital platforms, tracking active users is crucial for understanding the appeal and efficacy of the service or app. It helps businesses to analyze user behavior, refine their offerings, and improve user retention. Metrics like daily or monthly active users provide insights into the health and growth potential of the digital service.</p>

Active User

Learn the importance of tracking Daily, Weekly, and Monthly Active Users (DAU, WAU, MAU) to enhance engagement and drive business growth.

What is Average Order Value (AOV) | Evam

<p>Average Order Value (AOV) represents the average total value of orders placed by individual customers within a specific timeframe. It is computed by dividing the total revenue generated from customer orders by the total number of orders.</p><p>For instance, consider an eCommerce platform offering products priced at $15, $17, $19, $20, and $23. If the platform records monthly sales of $120,000 from 6000 orders in October, the AOV for that month would be $20 ($120,000 divided by 6000).</p><p>Enhancing AOV directly contributes to improving Customer Lifetime Value (CLTV). To optimize AOV, focus on increasing the average cart value per order. This can be achieved by addressing three key components in tandem:</p><p><b>1. Cart Conversions:</b> Every completed cart transaction elevates the AOV. Employ strategies such as creating a sense of urgency to expedite cart closures and offering incentives for meeting minimum cart thresholds to encourage higher AOV.</p><p><b>2. Product Quantity: </b>There are two approaches to consider regarding this metric. Encourage customers to purchase complementary products alongside their primary selection through cross-selling techniques. Alternatively, prompt them to increase the quantity of their primary product through volume discounts.</p><p><b>3. Product Pricing:</b> Encourage customers to opt for higher-priced variants of the products they are interested in and effectively upsell when feasible to elevate AOV.<br></p>

<p>Average Order Value (AOV) measures the average amount spent each time a customer places an order. It’s a key metric in e-commerce, helping businesses understand customer purchasing behavior. Increasing the AOV can significantly boost revenue. Strategies to increase AOV include product recommendations, bundling products, and offering incentives for larger purchases.</p>

Average Order Value (AOV)

AOV: Average order value explained. Improve CLTV with strategies on cart conversions, product quantity, and pricing.

What is App Uninstall Rate | Evam

<p>For mobile app marketers, retaining customers poses a persistent challenge, given that acquiring new customers incurs significantly higher costs. Consequently, brands bear the responsibility of fostering strong customer loyalty and preserving their hard-won clientele.</p><p>To mitigate the risk of losing customers, apps must prioritize crafting engaging and enjoyable mobile experiences. Dissatisfied or underwhelming experiences often prompt customers to uninstall apps and seek alternatives, leading to customer churn. Reinstalling an app is laborious for users and necessitates meticulous planning.</p><p>The app uninstall rate denotes the proportion of users who remove the app within a defined timeframe. For marketers, analyzing the app uninstall rate and comprehending the reasons, timing, methods, and demographics associated with uninstallations are crucial for optimizing user experience (UX), managing expectations effectively, and mitigating churn risks.</p><p>Alarmingly, nearly half of all apps are uninstalled within a mere month of installation on users’ devices. Consequently, mobile app marketers must devise a clear and well-defined strategy to retain customers and minimize churn. Explore six effective methods for reducing the uninstall rate of mobile apps.</p>

<p><span style="font-family: Poppins;">The App Uninstall Rate is the percentage of users who remove an app after installation. It’s an important metric for understanding user satisfaction and app performance. A high uninstall rate may indicate issues with app functionality, user experience, or value. Monitoring and analyzing uninstall rates can help developers and marketers make necessary improvements to reduce churn.</span></p>

App Uninstall Rate

Mobile app marketers tackle customer retention amid rising costs. Learn to foster loyalty in a competitive landscape.

What is Agile Marketing | Evam

<p>Agile marketing has emerged in response to the ever-changing landscape of modern marketing driven by technological advancements. It offers a methodology that embraces the fluidity, uncertainty, and necessity for swift adaptation inherent in today’s marketing environment.</p><h2>Definition of Agile Marketing</h2><p>Agile marketing represents a contemporary approach to marketing that draws inspiration from the principles of agile software development. This methodology underscores flexibility, collaboration, and iterative processes to swiftly respond to evolving market conditions and customer requirements. It involves breaking down marketing strategies into smaller, manageable tasks that can be executed within short timeframes. This enables marketing teams to adapt and refine their strategies based on real-time feedback and insights.</p><p><b>Illustrative Example:</b><br></p><p>Consider a scenario where there’s a mandate to launch a marketing campaign within a two-week timeframe. With agile marketing, a team is assembled, and individual responsibilities are defined for the campaign’s launch. Daily sprints are conducted to develop, test, analyze, and optimize the campaign. This approach facilitates the identification and resolution of any impediments, thus ensuring a smoother path toward achieving the desired objective.</p><h2>Core Principles of Agile Marketing</h2><p>Prioritizing individuals and interactions over processes and tools</p><p>Embracing change over adhering to predefined plans</p><p>Focusing on task completion over extensive documentation</p><p>Prioritizing customer collaboration over contract negotiation</p><p>Implementation Strategies for Agile Marketing</p><p>Implementing agile marketing necessitates a significant shift in mindset and operational processes. However, the potential benefits in terms of adaptability and efficiency make this effort worthwhile. Here’s a step-by-step guide to successfully integrating agile marketing principles into your team’s workflow:</p><h3>1. Establish Cross-Functional Teams</h3><p>Form cross-functional teams comprising individuals with diverse skill sets relevant to marketing activities, such as content creation, design, data analysis, and social media management. This collaborative approach ensures a comprehensive perspective in campaign development.</p><h3>2. Adopt Sprints and Backlog Creation</h3><p>Introduce sprints—focused, time-bound periods during which specific tasks are completed. At the onset of each sprint, collaboratively create a backlog of tasks—a prioritized list of marketing activities. This backlog is continuously adjusted and reprioritized based on feedback and evolving priorities.</p><h3>3. Conduct Daily Stand-Up Meetings</h3><p>Hold brief daily stand-up meetings with the team to update progress, address challenges, and discuss plans for the day. These meetings foster communication, alignment, and early identification of potential obstacles.</p><h3>4. Emphasize Iterative Feedback and Data</h3><p>Regularly solicit feedback and insights from stakeholders, including customers, to inform ongoing campaigns. Utilize a marketing platform equipped with real-time data analytics to glean insights into campaign performance, guiding decision-making processes.</p><h3>5. Embrace Adaptive Planning</h3><p>Maintain flexibility in planning and be open to adjustments based on new information, market dynamics, or unforeseen developments. Agile marketing encourages a responsive approach to change while remaining steadfast in pursuit of objectives.</p><h3>6. Facilitate Rapid Execution</h3><p>Break down tasks in the backlog into smaller, manageable components that can be completed within a single sprint. Rapid execution within condensed timeframes sustains momentum and enables the team to observe tangible progress swiftly.</p><h2>The Significance of Agile Marketing</h2><p>Conventional marketing methods often follow linear and compartmentalized approaches, which struggle to keep pace with the rapid shifts in consumer behaviors seen today.</p><p>Outlined below are five compelling reasons to integrate agile marketing practices within your team:</p><h3>1. Adaptability to Swift Changes</h3><p>The contemporary marketing landscape is characterized by constant flux. Agile marketing empowers teams to swiftly modify strategies, ensuring campaigns remain pertinent and efficacious amidst evolving consumer behaviors and market dynamics.</p><h3>2. Expedited Response Times and Time-to-Market</h3><p>By embracing an iterative approach and employing short sprints, agile marketing facilitates swifter execution. Marketing teams can seize emerging opportunities and promptly react to trends, thereby gaining a competitive advantage and expediting time-to-market.</p><h3>3. Customer-Centric Focus</h3><p>Agile marketing prioritizes the customer experience. Regular feedback loops and thorough data analysis offer insights into customer preferences and behaviors, enabling campaigns to be personalized for maximum engagement and satisfaction.</p><h3>4. Data-Driven Decision-Making</h3><p>Relying on real-time data and performance metrics ensures that marketing strategies are grounded in empirical evidence rather than conjecture. This data-driven approach mitigates risks and facilitates informed decision-making.</p><h3>5. Ongoing Improvement and Innovation</h3><p>Agile marketing cultivates a culture of continuous learning and refinement. Regular sprint reviews prompt teams to evaluate successes and failures, driving ongoing enhancement and fostering innovation within campaigns.</p><h2>Illustrative Examples of Agile Marketing</h2><h3>1. Product Launch Optimization</h3><p>In preparation for the launch of a new smartphone model, a tech company employs agile marketing principles. The marketing team dissects the launch strategy into sprints, focusing on specific elements like content creation, social media initiatives, and influencer collaborations. Daily stand-up meetings and a cross-channel marketing platform facilitate progress tracking, insights sharing, and real-time adjustments based on customer feedback and engagement metrics, ensuring a successful launch aligned with target audience preferences.</p><h3>2. Event Promotion Adaptation</h3><p>A nonprofit organization orchestrating a charity event leverages agile marketing methodologies. The event marketing team divides the promotional efforts into sprints, experimenting with various event descriptions, visuals, and promotional channels. Monitoring engagement metrics and attendee registrations through their marketing platform provides real-time insights, enabling the team to refine promotion tactics and optimize event attendance and support.</p><h3>3. Email Campaign Refinement</h3><p>A subscription-based service seeks to enhance its email marketing endeavors. The marketing team initiates sprints to optimize different facets of email campaigns, such as subject lines, content layouts, and calls-to-action. Through continuous testing and analysis using their email marketing platform, the team swiftly identifies the most effective strategies, enhancing engagement and conversion rates.</p><h2>Embrace Agile Marketing with Real-Time Analytics</h2><p>Ready to adopt agile marketing practices, track metrics, and adapt campaigns in real-time? Evam offers comprehensive, real-time data analytics and AI-driven behavior predictions, empowering you to maintain campaign relevance amidst rapid changes. Initiate your journey today with a brief demo.</p>

<p>Agile Marketing is a flexible, fast-paced methodology that adapts to the evolving landscape of modern marketing. It emphasizes quick iterations, collaboration, and customer feedback to rapidly respond to market changes. Agile teams focus on short-term goals and data-driven strategies, allowing for quick pivots and continuous improvement in marketing efforts.</p>

Agile Marketing

Embrace the dynamic agility of modern marketing with our Agile methodology. Navigate uncertainty and adapt swiftly for optimal results.

What is Acquisition | Evam

<p>Acquisition, a cornerstone of growth marketing, encompasses the strategic process of not only attracting but also engaging new customers or users across a diverse array of channels for websites or mobile apps. It serves as the critical initial stage within the AARRR framework, delineating the path from user discovery to eventual conversion. Depending on the specific objectives of the business, acquisition activities are executed through a combination of paid, organic, or hybrid methods. This targeted approach, often referred to as lead-acquisition marketing, is tailored to engage consumers who are already acquainted with a product or service and are actively considering their purchasing decisions. Successful implementation of acquisition strategies necessitates seamless collaboration among marketing, sales, and customer success teams, ensuring a unified approach towards achieving growth objectives.</p><p><b>There exist two primary types of acquisition:</b></p><p><b>1. User Acquisition: </b>The process of acquiring users for a website or mobile app.</p><p><b>2. Customer Acquisition: </b>The process of guiding a user to complete their initial purchase and transition into becoming a customer.</p><p>For instance, within an eCommerce setting, registering an account on the website constitutes user acquisition, while making the first purchase signifies customer acquisition.</p><h2>Strategies for Customer Acquisition:</h2><p>Digital marketers leverage a blend of diverse marketing channels to drive traffic towards their website and app. These strategies include:</p><p>Traditional media such as TV, radio, print, and billboards</p><p>Search Engine Optimization (SEO)</p><p>Content marketing encompassing blog posts, articles, webinars, ebooks, infographics, etc.</p><p>Utilizing web and mobile web banners leading to lead-generation landing pages</p><p>App Store Optimization (ASO)</p><p>Paid advertising on social media platforms</p><p>Engaging in social media posts and interactive activities</p><p>Implementing email marketing campaigns</p><p>Collaborating with influencers for marketing purposes</p><p>Harnessing the power of referral marketing</p><p>Utilizing PR strategies and online publications</p><h2>Key Metrics for Acquisition Measurement</h2><p>Some metrics to focus on when evaluating acquisition efforts include:</p><p>Customer Lifetime Value (CLTV)</p><p>Customer Acquisition Cost (CAC)</p><p>Return on Investment (ROI)</p>

<p>Acquisition in digital marketing refers to the process of gaining new customers or users for a website or app. It’s a key aspect of business growth, focusing on attracting visitors through channels like social media, search engines, and email campaigns. Successful acquisition strategies often include targeted advertising, content marketing, and SEO efforts to increase visibility and attract a relevant audience.</p>

Acquisition

Learn about customer acquisition strategies in growth marketing. Explore methods for attracting and engaging new users across channels.

What is A/B Testing | Evam

<p>A/B Testing, or split testing, is a crucial method in digital marketing for comparing two versions of a webpage or app. It helps in making informed decisions by revealing which version achieves better performance in terms of user engagement or conversion rates. This technique is invaluable for optimizing web designs, email campaigns, and advertising content, as it allows for fine-tuning based on actual user data.</p><p>A/B testing, also known as split testing, is a fundamental practice in digital marketing and website optimization. It involves comparing two or more versions of a webpage, message, or any other element to determine which one performs better in achieving a specific goal, such as increasing conversions, improving user engagement, or reducing bounce rates. The original version is often referred to as the “Control,” while the alternative versions are labeled as “Variations.” Participants in the test are randomly assigned to either the Control or Variation group, and their performance is measured against predefined metrics or objectives.</p><p>In today’s data-driven world, relying solely on intuition and guesswork in any industry can lead to limited outcomes. A/B testing provides a systematic approach to understanding audience preferences and behaviors by leveraging empirical data and statistical analysis. By conducting controlled experiments, businesses can gain comprehensive insights into their target audience and make informed decisions to optimize their marketing strategies and improve performance.</p><p>One of the primary advantages of A/B testing is its ability to optimize campaigns effectively. By systematically testing different elements such as headlines, images, calls-to-action (CTAs), and layout variations, marketers can identify the most effective combinations that resonate with their audience and drive desired actions. This iterative process of refinement leads to continuous improvement and better overall campaign performance.</p><p>Moreover, A/B testing can help reduce bounce rates by identifying and addressing factors that contribute to user disengagement or dissatisfaction. By testing different design layouts, content formats, and user experience elements, businesses can create a more compelling and user-friendly website or app that encourages visitors to stay longer and explore further.</p><p>Furthermore, A/B testing can significantly enhance customer engagement by delivering more relevant and personalized experiences. By analyzing user behavior and preferences, businesses can tailor their messaging, content, and offers to better align with individual needs and interests. This targeted approach not only improves engagement metrics such as click-through rates and time on site but also fosters stronger customer relationships and loyalty.</p><p>Additionally, A/B testing can lead to a substantial increase in conversion rates by optimizing key conversion pathways and removing barriers to action. Whether it’s testing different CTAs, form designs, or checkout processes, businesses can identify and implement changes that drive more conversions and revenue.</p><p>Overall, A/B testing is a powerful tool for improving return on investment (ROI) by maximizing the effectiveness of marketing efforts and optimizing resource allocation. By systematically testing and iterating on different strategies and tactics, businesses can achieve better results with less guesswork and wasted resources.</p>
<p></p><h2>Benefits of A/B testing</h2><p>Optimization of campaigns<br></p>
<p>Reduction of bounce rate</p><p>Enhancement of customer engagement</p>
<p>Increase in conversion rates</p>
<h2>Improvement of ROI</h2>
<p>When it comes to A/B testing, there are several key elements that businesses should consider testing:</p><p><b>1. Campaign Titles: </b>Testing variations of push notification titles, email subject lines, website titles, and other campaign messaging can help identify which messages resonate best with the target audience and drive higher engagement.</p><p><b>2. Creatives: </b>Testing different images, videos, graphics, and visual elements can provide valuable insights into which creative assets perform best in capturing audience attention and conveying key messages effectively.</p><p><b>3. CTAs: </b>Testing variations of call-to-action buttons, links, and prompts can help optimize conversion rates by identifying which CTAs are most compelling and persuasive to users.</p><p><b>4. Placement of Elements: </b>Testing the placement and layout of sticky bars, banners, in-app messages, and other interactive elements can help optimize visibility and usability, leading to better overall user experience and engagement.</p><p><b>5. Content: </b>Testing variations of content, including headlines, body copy, product descriptions, and value propositions, can help identify which messaging resonates most strongly with the target audience and drives desired actions.</p><p><b>6. Design Elements: </b>Testing different design elements such as color schemes, font styles, and overall aesthetics can help optimize visual appeal and brand perception, leading to higher engagement and conversions.</p><p><b>7. Audience Segmentation: </b>Testing variations of campaigns targeted at different audience segments based on demographics, interests, behaviors, or purchase history can help tailor messaging and offers to specific audience preferences and maximize relevance and effectiveness.</p><p>By systematically testing these key elements and analyzing the results, businesses can gain valuable insights into audience preferences and behavior, optimize their marketing strategies and campaigns, and ultimately drive better results and ROI.</p><p>In conclusion, A/B testing is a critical component of any data-driven marketing strategy, enabling businesses to systematically optimize their campaigns, improve customer engagement, increase conversion rates, and maximize ROI. By leveraging empirical data and iterative experimentation, businesses can make informed decisions and continuously refine their marketing efforts to achieve better outcomes in today’s competitive digital landscape.</p>

<p>A/B Testing, or split testing, is a crucial method in digital marketing for comparing two versions of a webpage or app. It helps in making informed decisions by revealing which version achieves better performance in terms of user engagement or conversion rates. This technique is invaluable for optimizing web designs, email campaigns, and advertising content, as it allows for fine-tuning based on actual user data.</p>

A/B Testing

A/B testing is the practice of comparing multiple versions to determine the most effective variant in achieving a goal.

Glossary B

What is Behavioral Analytics | Evam

<p>Behavior analytics involves utilizing data to track, predict, and leverage user behavior within digital products. It provides insights into user actions like clicks, slides, and time spent, allowing agile marketing teams to understand preferences and optimize the product. This data reveals how user engagement impacts key metrics such as retention and revenue. Used across various industries, behavioral analytics helps identify opportunities for product optimization and achieving business objectives.</p><p>Understanding customer behavior is crucial for product and marketing teams. Behavioral analytics offers concrete insights, allowing teams to segment users, generate reports, and address customer needs effectively. Without it, teams rely on inadequate demographic data and superficial metrics.</p><p><b>To conduct effective user behavior analysis, marketing and product teams can follow these steps:</b></p><p>1. Identify goals, metrics, and KPIs.</p><p>2. Define critical user paths aligned with goals.</p><p>3. Establish a taxonomy for user events and a tracking plan.</p><p>4. Set user and event properties.</p><p>5. Verify user events and commence tracking.</p>

<p>Behavioral Analytics involves studying how users interact with websites and apps. This data helps businesses understand user preferences, improve user experiences, and make data-driven decisions. It’s crucial for personalizing marketing efforts and enhancing customer engagement.</p>

Behavioral Analytics

Learn how data-driven approaches track and predict user actions, empowering marketing teams to make informed adjustments for enhanced value.

What is Bounce Rate | Evam

<p>Frequently utilized in web traffic analysis, the bounce rate signifies the percentage of single-page visits to a webpage at a given time. It occurs when a user lands on a specific webpage from a source and promptly departs the site without exploring other pages.</p><p>The Bounce Rate of a Webpage is calculated as the Total Number of Bounces on a Webpage divided by the Total Number of Entrances on the Same Webpage. </p><p>Meanwhile, the Bounce Rate of a Website is determined by dividing the Total Number of Bounces on All Webpages by the Total Number of Entrances on All the Webpages. Bounces refer to the count of single visits to a particular webpage or website, whereas Entrances denote the frequency of visitors entering the webpage or website.</p><p><b>HubSpot has compiled rough benchmarks for bounce rates across various industries, presenting average bounce rates for different types of sites:</b></p><p>Content websites: 40% – 60%</p><p>Lead generation websites: 30% – 50%</p><p>Blog posts: 70% – 90%</p><p>Retail / eCommerce websites: 20% – 40%</p><p>Service websites: 10% – 30%</p><p>Landing pages: 70% – 90%</p><p><b>Bounce rates prove helpful in various scenarios:</b></p><p>When utilized as a diagnostic reference for the conversion funnel.</p><p>When compared over time to discern if internal modifications or external influences have altered behavior.</p><p>When benchmarked against relevant industry competitors.</p><p><b>However, there are instances when bounce rates are not particularly beneficial:</b></p><p>When employed in lieu of conversion actions to denote “success.”</p><p>When compared against irrelevant “competitors” and other sites.</p><p>When not considered over time or in conjunction with traffic sources.</p>

<p>Bounce Rate is the percentage of visitors who leave a website after viewing only one page. It’s an indicator of site engagement and effectiveness. A high bounce rate might suggest that the site’s content, layout, or usability needs improvement.</p>

Bounce Rate

Understand bounce rates: the percentage of single-page visits to a webpage or site in web traffic analysis.

What is B2C (Business to Consumer) | Evam

<p>B2C, which stands for business to consumer, pertains to the direct sale of products and services from a business to individual end consumers. The concept of B2C was pioneered by Michael Aldrich in 1979, utilizing television as the primary medium to reach consumers.</p><p>For instance Amazon operates as an online retail platform facilitating direct sales to end consumers.</p><p>Businesses employing B2C models must prioritize maintaining positive customer relations to encourage repeat purchases. In contrast to business-to-business (B2B) transactions, which typically focus on demonstrating the value of a product or service, B2C businesses aim to elicit emotional responses from their customers through marketing efforts.</p><h2>Various B2C business models include:</h2><h3>1. Direct Sellers</h3><p>This prevalent B2C model involves consumers purchasing products directly from business-operated stores or online retailers.</p><h3>2. Online Intermediaries</h3><p>In this model, a business serves as an intermediary between product or service providers and end consumers.</p><h3>3. Advertising Based</h3><p>Businesses employing this model leverage substantial online traffic to attract visitors and generate revenue through advertising, which, in turn, promotes the sale of products or services to consumers.</p><h3>4. Community-Based</h3><p>Businesses utilizing this model engage online communities centered around shared interests, facilitating direct marketing of products or services to community members by advertisers.</p><h3>5. Fee-Based</h3><p>In this model, businesses charge a subscription fee for access to their products or services. Typically, a limited amount of content is offered for free initially, with fees imposed for full subscription access.</p>

<p>B2C, or Business to Consumer, denotes transactions between businesses and individual consumers. B2C marketing focuses on driving sales and often involves more emotional decision-making. Strategies include advertising, promotions, and creating a strong brand identity to appeal to consumers.</p>

B2C (Business to Consumer)

B2C, or business to consumer, involves direct sales to individual consumers. Learn about various B2C models and the importance of customer relations for repeat purchases.

What is B2B (Business to Business) | Evam

<p>B2B stands for business to business, denoting the trade of products and services from one business entity to another. It encompasses the exchange of goods, services, or informational resources exclusively among businesses, distinct from transactions involving businesses and consumers.</p><p>B2B enterprises operate across diverse sectors and industries, spanning from manufacturing to retail. They play integral roles in facilitating supply chains, fostering innovation, and driving economic growth on a global scale.</p><p>In B2B transactions and sales, a business typically sells its products and services to another business entity. For instance, Amazon Web Services offers server-level infrastructure for cloud computing to other businesses operating within the cloud environment.</p><p>The decision-making process regarding what to offer and how to deliver it significantly impacts the operations and success of a business, particularly in the context of B2B transactions. Additionally, geographical constraints may influence business strategies until they expand globally. Adapting to varying regulatory frameworks, cultural nuances, and logistical challenges in different regions can present both opportunities and hurdles for B2B enterprises looking to establish a global presence and optimize their operations.</p><p>Furthermore, as technology continues to evolve, B2B businesses must remain agile and innovative to stay competitive in an ever-changing marketplace, continually exploring new strategies and solutions to meet the evolving needs of their clients and partners. Embracing digital transformation, leveraging data analytics, and nurturing strategic partnerships are just a few ways B2B enterprises can adapt and thrive in today’s dynamic business environment.</p><h2>Let’s explore different types of B2B enterprises:</h2><h3>1. Product-Based</h3><p>Product-based businesses primarily focus on tangible goods and may operate exclusively online, maintain physical stores, or utilize a combination of both approaches.</p><h3>2. Service-Based</h3><p>Service-based enterprises may operate solely online or maintain brick-and-mortar establishments, similar to businesses offering tangible products. However, this choice is largely determined by the nature of the services being provided.</p><h3>3. Software-Based</h3><p>Software-based B2B enterprises are typically web-based and often involve subscription-based models offering software solutions tailored to address various business needs or challenges.</p>

<p>B2B, or Business to Business, refers to transactions between businesses, such as a manufacturer selling to a retailer. B2B marketing focuses on meeting the needs of other businesses and involves different strategies compared to consumer marketing, including longer sales cycles and more decision-makers.</p>

B2B (Business to Business)

Explore B2B transactions, the exchange of goods and services between businesses. Learn about decision-making processes, global strategies.

Glossary C

What is Customer Loyalty | Evam

<h2>What is Customer Loyalty?</h2><p>Customer loyalty refers to the enduring commitment of customers to repeatedly purchase from and remain devoted to a particular brand. This loyalty is fostered by building an emotional connection with customers through personalized experiences, exceptional customer service, high-quality products and services, and rewarding customers for their loyalty.</p><p>For marketers, comprehending customer loyalty is essential for crafting effective strategies that prioritize retaining and maximizing value from existing customers rather than solely focusing on acquiring new ones.</p><p>Marketing campaigns aimed at enhancing customer loyalty and retention typically yield a higher ROI compared to those centered only on customer acquisition.</p><h2>Why is Customer Loyalty Important?</h2><p>Customer loyalty is crucial for businesses of all sizes, as it leads to stronger relationships with customers and generates repeat buyers. This, in turn, increases customer lifetime value and provides a more stable revenue source.</p><p>Moreover, loyal customers often act as brand ambassadors, promoting the business through word of mouth and positive online reviews. This helps build brand trust and boost sales.</p><p>Additionally, a loyal customer base allows businesses to utilize customer feedback to improve products/services and refine marketing strategies, attracting even more customers.</p><h2>The Five Types of Customer Loyalty</h2><h3>Incentivized Loyalty</h3><p>This loyalty stems from offering customers cost-saving incentives like discounts and rewards.</p><p><b>Pros:</b> Easy to create and nurture.</p><p><b>Cons: </b>Often short-lived and can reduce profit margins.</p><h3>Inherited Loyalty</h3><p>Based on tradition, customers remain loyal to a brand due to its long-standing and trusted heritage.</p><p><b>Pros:</b> Less need for incentives.</p><p><b>Cons:</b> Only lasts as long as the brand’s heritage remains relevant.</p><h3>Ethical Loyalty</h3><p>Customers stay loyal to brands that align with their personal values, such as sustainability, diversity, and equality.</p><p><b>Pros:</b> Loyalty is quickly earned.</p><p><b>Cons: </b>Dependent on business decisions beyond the marketing team’s control.</p><h3>Silent Loyalty</h3><p>Occurs when customers consistently purchase from a brand without publicly endorsing it, often due to reasons unrelated to the brand’s values.</p><p><b>Pros:</b> Less affected by corporate, industry, or social changes.</p><p><b>Cons:</b> No benefit from brand advocates, challenging to cultivate.</p><h3>True Loyalty</h3><p>When a customer deeply loves and is devoted to a brand, their loyalty is unwavering. This type of loyalty is hard to achieve and measure without data but can last a lifetime once established.</p><p><b>Pros:</b> Longest-lasting loyalty, leads to significant revenue and positive business outcomes.</p><p><b>Cons: </b>Requires appropriate technology to build these relationships.</p><h3>Example of Customer Loyalty</h3><p>A prime example of customer loyalty is seen with Starbucks. Customers worldwide remain loyal to Starbucks despite many competitors. This loyalty is due to their high-quality products and excellent service. Additionally, Starbucks’ successful rewards program and sustainability efforts further encourage customer loyalty.</p>

<p>Customer loyalty is the long-term commitment of customers to a brand, driven by emotional connections, personalized experiences, excellent service, quality products, and rewards. For marketers, understanding customer loyalty helps in retaining existing customers and maximizing their value, often resulting in higher ROI compared to focusing solely on acquiring new customers.</p>

Customer Loyalty

Discover the importance of customer loyalty, its types, and why it matters for businesses. Learn how to build lasting relationships with customers through personalized experiences, excellent service, and effective loyalty programs.

The Hows & Whats of Customer Engagement Platforms

<h2>What is a customer engagement platform?</h2><p>In simple terms, a customer engagement platform is a hub that allows you to manage customer data, plan engagement strategies, and deliver consistent experiences across various channels.</p><p>These channels may include websites, mobile apps, social media, or even in-person interactions. The idea is to unify every communication so you don’t end up sending conflicting messages. Instead, you build a smooth, personalized journey.</p><h2>The basics of a customer engagement platform</h2><p>Imagine you own a chain of retail stores. You want to increase customer interactions both online and in-store. You also need to manage customer issues, track loyalty points, and gather feedback. That’s where a customer engagement platform steps in, as it unifies your approach to customer service, email marketing, social media, and more. Instead of juggling multiple software tools, you work with a single platform that streamlines all your efforts in engaging with customers.</p><p>This centralized solution often involves customer engagement automation, real-time triggers, and a clear strategy for handling every touchpoint. It also helps you design and deliver meaningful experiences at scale. When done right, a customer engagement platform can boost <a href="https://evam.com/glossary/glossary-c/customer-loyalty" target="_blank"><b>customer loyalty</b></a>, enhance customer relationships, and drive better outcomes for your business.</p><p><b>A robust platform typically focuses on four main elements:</b></p><p><b>Data and Insights: </b>You need a place to gather important information about customers based on their behaviors, preferences, or purchase history.</p><p><b>Customer Engagement Tools:</b> These tools might include email marketing suites, <a href="https://evam.com/glossary/glossary-p/push-notification" target="_blank"><b>push notifications</b></a>, or chatbots. They’re essential for engaging with customers effectively.</p><p><b>Orchestration and Automation: </b>Think customer engagement orchestration and customer engagement automation. You define triggers and rules, so tasks happen when they’re supposed to—like sending a welcome email to every new subscriber within seconds.</p><p><b>Performance Analysis:&nbsp;</b>Finally, you want to measure results. A good solution tracks open rates, response times, and more. With that data, you adapt your customer engagement strategies as needed.</p><p><img src="https://cms.evam.com/Uploads/Content/0a3be825c60e4d4d84f57c0508d4d89a.jpg" alt="Evam Görsel" https:="" evam.com="" glossary="" glossary-c="" customer-experience-cx"="" target="_blank" style="border-radius: 30px; width: 100%;"></p><h2>Key features of a customer engagement platform<b>&nbsp;</b></h2><h3>Single platform for multiple channels</h3><p>Most companies use diverse channels: email, text messages, web banners, phone calls, and more. A customer engagement platform merges these efforts. You no longer have to jump between systems to manage different outreach methods. Instead, you coordinate everything from one interface.</p><h3>Real time actions</h3><p>A top platform updates instantly. For instance, if a telecom customer suddenly runs out of data, the system can trigger a top-up offer that appears on their phone right away. This is the power of real time engagement. It’s what keeps customers interested and more likely to interact.<br></p><h3>Customer engagement design</h3><p>Whether it’s creating a welcome series or building a loyalty program, platforms now include customer engagement design features. You can drag and drop workflow steps to plot the best route for your users. This approach ensures each action feels purposeful and relevant.</p><h3>Knowledge base and support</h3><p>Having a knowledge base within the platform is crucial for customer support. Customers may solve their own problems if self-help resources are easy to find. You also empower your team to respond faster by quickly referencing known issues or recommended solutions.</p><h3>Customer feedback collection</h3><p>Gathering customer feedback is essential. A well-rounded platform comes with tools to ask for ratings, send surveys, or analyze comments. This helps you understand where you excel and where you need to improve.</p><h3>Customer journey mapping</h3><p>The ability to view or map the customer journey is a key differentiator. Instead of just sending random messages, you see how each interaction fits into a larger story. This is where customer journey orchestration and deeper planning help you connect the dots.</p><h2>Why a customer engagement platform matters</h2><h3>A holistic customer experience</h3><p>A major reason to adopt a customer engagement platform is to offer a complete <a href="https://evam.com/glossary/glossary-c/customer-experience-cx" target="_blank"><b>customer experience.</b></a> Your audience doesn't care if your store and website run on different systems. They want consistent messaging, quick help, and offers with <a href="https://evam.com/glossary/glossary-p/personalization" target="_blank"><b>personalization</b></a>. A unified tool allows you to do just that, enhancing customer loyalty over time.</p><h3>Streamlined customer service</h3><p>Many companies still think of customer service as a separate department. But in reality, every interaction is a chance to serve and delight. By integrating service touchpoints with marketing campaigns and customer engagement design, you create a seamless brand experience. If a user complains on social media, for instance, your platform should notify the support team, who can respond immediately.<br></p><h3>Boost customer relationships</h3><p>At its core, a customer engagement platform is about building lasting customer relationships. Frequent, meaningful engagements—like personalized offers, helpful tips, or relevant notifications—make people feel valued. That emotional connection often leads to higher spending, more referrals, and a longer relationship. It also simplifies how you manage customer data and keep track of each user’s needs or preferences for better <a href="https://evam.com/glossary/glossary-s/segmentation" target="_blank"><b>segmentation</b></a>.</p><h3>Real-time optimization</h3><p>Customer engagement orchestration hinges on being able to react in the moment. If your system notices users bouncing from your website at a specific step, you can trigger a prompt or revise the content. Perhaps you automatically send a discount code if they leave items in their cart. These immediate responses can increase customer <a href="https://evam.com/glossary/glossary-c/conversion-rate" target="_blank"><b>conversion rates</b></a> significantly.</p><h2>Customer engagement orchestration and automation</h2><p>Two terms often pop up when discussing next-level strategies: customer engagement orchestration and customer engagement automation. They work hand in hand to simplify complex interactions and ensure your messaging aligns with the right stage of the customer journey.</p><p><b>Customer engagement orchestration: </b>Think of this as the master plan. It’s where you outline each step of engagement, from awareness to purchase and beyond. You consider all the channels you’ll use, how they connect, and what triggers each message.</p><p><b>Customer engagement automation: </b>This is the engine that runs the plan automatically. It sends an email when a user signs up, texts them after a purchase, or moves them to a new segment based on past behavior. <a href="https://evam.com/glossary/glossary-m/marketing-automation" target="_blank"><b>Marketing automation</b></a> ensures consistent follow-up, even if your team is busy or your audience is global.</p><p>Together, these two capabilities transform your business into a powerful machine for engaging with customers. You build a journey that feels personal, timely, and adaptive to user actions.</p>
<img src="https://cms.evam.com/Uploads/Content/c100a551ada546ab9c5f5682ea73840b.jpg" alt="Evam Görsel" style="border-radius: 30px; width: 100%;">
<h2><br></h2><h2>Must-have customer engagement tools</h2><h3><span style="color: inherit; font-family: inherit; font-size: 1.75rem;">Email marketing</span></h3><p>Classic yet effective. <a href="https://evam.com/glossary/glossary-e/email-marketing" target="_blank"><b>Email marketing</b></a> remains an essential part of most customer engagement strategies. A strong platform helps you create targeted campaigns, segment your audience, and personalize content.</p><h3>Chatbots and live chat</h3><p>Perfect for immediate customer support. Users can ask questions and get quick answers without waiting on hold. If the issue becomes complex, a live agent can step in.</p><h3>Social media integrations</h3><p>Many users vent frustrations or share praise on social media. Connecting these channels to your engagement solution ensures you capture valuable insights or jump on emerging conversations.</p><h3>Customer feedback Tools</h3><p>Gathering feedback is a cycle. You ask questions, analyze responses, and refine your processes. Some platforms enable custom surveys or sentiment analysis, so you can act on feedback fast.</p><h3>In-app notifications</h3><p>For businesses with mobile apps, direct <a href="https://evam.com/glossary/glossary-i/in-app-messages" target="_blank"><b>in-app messages</b></a> can be highly effective. You reach people exactly where they spend their time, at the precise moment they’re engaged with your brand.</p><h2>Designing a successful customer engagement strategy</h2><p>Your approach to customer engagement design should reflect your company’s goals and values. Ask yourself: Do you want to increase customer conversions, provide immediate customer service, or boost brand loyalty? Perhaps all three. By defining clear objectives, you’ll find it easier to choose the right tactics and measure success.</p><p><b>Know Your Audience:</b> Gather data on buyer personas. Understand their pain points, interests, and how they move through the customer journey.</p><p><b>Select the Right Channels:</b> Not all brands need to be everywhere. Focus on the <a href="https://evam.com/glossary/glossary-m/marketing-channel" target="_blank"><b>marketing channels</b></a> that matter most to your customers.</p><p><b>Personalize the Experience: </b>Whenever possible, tailor messages to each user. This might be as simple as adding their name in an email or as advanced as recommending products based on their browsing history.</p><p><b>Offer Strong Customer Support: </b>Make it easy for people to reach out. Provide a clear path for issues or questions. Offer a knowledge base for common problems.</p><p><b>Measure and Refine: </b>Track what works and what doesn’t. Use data analytics to tweak your engagement strategies or test new approaches.</p><h2>How evamX can enhance customer engagement</h2><p>In the world of customer experience, many businesses look to a customer engagement platform for real-time journey orchestration. That’s where <a href="https://evam.com/evamx" target="_blank"><b>evamX</b></a> comes in. It operates on the principles of customer journey orchestration, but it isn’t a CDP. Instead, evamX listens to both historical and real time customer data without storing it.&nbsp;</p><p>This is a major plus in compliance-heavy industries like banking or telecom, where data storage can be a legal and logistical headache. That also offers quick response times while minimizing data-handling risks.</p><h3>Key Capabilities</h3><p><b>Real-Time Orchestration: </b>Act instantly on triggers like a user’s website behavior or a location-based event.</p><p><b>Web and Mobile Engagements: </b>Design interactive experiences for apps, web pages, or SMS without juggling separate platforms.</p><p><b>Customer Engagement Automation: </b>Define rules for follow-up, upsells, or <a href="https://evam.com/glossary/glossary-c/cross-selling" target="_blank"><b>cross-sells</b></a>. Let the system run campaigns automatically.</p><p><b>Omnichannel Approach:</b> Interact with users via email, push notifications, or social platforms. Keep everything organized in one place.</p><p><b>Scalability:</b> EvamX adapts to large-scale user bases, making it particularly handy for telecom or banking giants.</p><h2>Benefits and Final Thoughts</h2><p>A customer engagement platform helps you build stronger bonds with your audience. By integrating email marketing, customer support, social media, and more into a single platform, you reduce complexity and improve your customer experience. The result? More satisfied users and improved bottom lines.</p><p><b>Here are some core benefits at a glance:</b></p><p><b>Unified Communication: </b>Keep all conversations organized. No more switching between different apps or missing key updates.</p><p><b>Enhanced Customer Loyalty:</b> Meaningful interactions, delivered consistently, often lead to ongoing relationships with loyal customers.</p><p><b>Faster Response Times: </b>With real time triggers and automated workflows, you solve issues quickly. That sets you apart from competitors who rely on manual processes.</p><p><b>Actionable Insights:</b> Track how people respond to your customer engagement strategies. Gather customer feedback, review open rates, or measure time on site. These metrics guide improvements.</p><p><b>Scalable Solutions: </b>Whether you’re a startup or a telecom giant, you can adapt features to suit your current needs and future growth.</p><p>By focusing on customer engagement orchestration, you also expand your ability to deliver the right message at the right time. This fosters trust, which is essential in any long-term relationship.</p><p>And if you need a solution that listens to data in real-time—while still respecting privacy and compliance—evamX’s end-to-end customer engagement orchestration platform could be a strong fit.&nbsp;</p>

Customer engagement platform

<p>A customer engagement platform is the cornerstone for how you manage customer interactions across email, chat, in-app messages, social media, and more. By unifying everything into one intelligent system, you gain the ability to adapt, scale, and truly connect with your audience. That leads to better outcomes, whether your focus is on customer loyalty, revenue, or brand reputation.<br></p>

Customer Engagement Platform

Discover how a single platform unifies customer engagement orchestration, automation, and real-time engagement to increase customer loyalty and experience.

What is Customer Retention?

<h2>Customer Retention: The Key to Sustainable Growth&nbsp;</h2><p>Customer retention is way more than preventing churn. It’s also about building relationships that inspire loyalty programs, create brand advocates, and generate stable revenue. When a brand puts effort into retaining customers, it nurtures a sense of trust and familiarity that encourages customers to stay and want to buy more.</p><h3>What is Customer Retention?</h3><p>At its core, customer retention refers to the strategies and tactics a business uses to hold on to its loyal customers for an extended period of time. Rather than focusing solely on getting new buyers, you devote energy to delighting the ones who already know you.</p><h3>Why Does Customer Retention Matter?</h3><p>It’s often said that acquiring a new customer can cost five times more than retaining an existing customer. While the exact ratio may vary across industries, the principle remains: holding onto buyers is typically less expensive than attracting new ones. Furthermore, returning shoppers tend to buy more often, spend more per transaction, and spread the word about your company.</p><h3>Understanding Customer Retention Rate</h3><p>One of the simplest ways to track your efforts is by monitoring your customer retention rate. This metric shows the number of customers who stick with you over a certain timeframe compared to the ones you had at the beginning. A high retention rate signals a strong bond between the brand and its buyers. A low rate could point to gaps in your customer service or product offering.</p><h2>Core Elements of Customer Retention Management</h2><p>Customer retention management is the structured process that keeps your valuable buyers engaged, satisfied, and committed. By leveraging customer data and feedback loops, you can develop customer retention strategies that speak to the heart of what your audience wants. Key elements include:</p><h3>Customer Feedback and Satisfaction&nbsp;</h3><p>Customer feedback is a powerful tool. It reveals how people feel about your brand, pinpointing areas that need improvement and aspects that deserve more investment. When you address these concerns, you show your audience that you’re listening—leading to higher customer satisfaction and <a href="https://evam.com/glossary/glossary-c/customer-loyalty" target="_blank"><b>customer loyalty</b></a>.</p><p>Tip: Use surveys, social media polls, and online reviews to gather direct input. Analyze patterns to discover what your customers love and what they’d like changed.</p><h3>Personalized Experiences and Communication</h3><p>Personalized experiences go beyond using a first name in an email. It’s about showing that you value each individual’s needs, preferences, and behaviors. When customers sense that your brand “gets” them, they’re more likely to stick around.</p><p>Tip: Segment your audience by purchasing behavior, interests, or demographics. Then, tailor your messaging and offers based on those segments.</p><h3>Loyalty Programs and Incentives</h3><p>Loyalty programs serve as a tangible reward system that recognizes returning buyers. Whether through points, tiered membership, or exclusive discounts, you give people a reason to keep coming back for more. This type of reward-based system also helps you increase customer retention by providing immediate benefits for ongoing engagement.</p><p>Tip: Offer benefits that align with customer values. For instance, eco-conscious audiences might prefer sustainable products or charities to donate points.</p><h2>Measuring Customer Retention: Key Metrics</h2><p>Keeping an eye on certain measurements helps you gauge whether your retention strategies are paying off. Here are some of the most common metrics:</p><h3>Customer Retention Rate</h3><p>As mentioned, the customer retention rate shows how well you maintain your customer base over a period of time. You calculate it by comparing the number of customers at the end of a period to the number you had at the beginning (minus any new <a href="https://evam.com/glossary/glossary-a/acquisition" target="_blank"><b>acquisitions</b></a>).</p><h3>Repeat Purchase Rate</h3><p>How many of your buyers return for a second purchase? This metric points to whether your marketing and customer retention management software effectively nudges people back for more.</p><h3>Net Promoter Score (NPS)&nbsp;</h3><p>NPS measures how likely your customers are to recommend you to others. High scores often correlate with a thriving community of brand advocates.</p><h3>Customer Lifetime Value (CLV)</h3><p>CLV estimates how much revenue you can expect from one buyer throughout your relationship. A higher CLV often indicates success in retaining customers and delivering ongoing value.</p><h2>Effective Customer Retention Strategies</h2><p>When it comes to customer retention management strategies, you can pick from a wide array of tactics. However, the best approaches often combine several methods, tailored to your specific audience and industry.</p><h3>Strengthen Your Customer Service&nbsp;</h3><p>A single negative support interaction can jeopardize your retention efforts. Conversely, excellent customer service can turn a one-time buyer into a long-term fan.</p><p>Tactics:</p><p>Train your staff to address problems quickly and empathetically.</p><p>Offer multi-channel support (phone, email, chat) so people can reach you in their preferred way.</p><p>Use knowledge bases or chatbots to handle frequent inquiries automatically.</p><h3>Leverage Customer Retention Tools</h3><p>Whether it’s customer retention management software or a full-fledged customer retention software platform, technology can lighten the load. Automated systems send personalized discounts, follow-up emails, and reminders without constant manual input.</p><p>Tactics:</p><p>Integrate these solutions with your CRM to gather essential customer data in one place.</p><p>Monitor <a href="https://evam.com/glossary/glossary-c/customer-behavior" target="_blank"><b>customer behavior</b></a> and engagement patterns, then tailor your communication.</p><p>Set triggers for milestone events, like a birthday or subscription renewal date, to deliver timely incentives.</p><h3>Encourage Customer Success&nbsp;</h3><p>In many sectors, especially SaaS, customer success teams step in to ensure new clients see immediate value after signing up. By guiding new users through your product features, you reduce friction and make them feel confident about their choices.</p><p>Tactics:</p><p>Welcome webinars that show new buyers how to use key features.</p><p>Dedicated account managers for high-value customers.</p><p>Educational content that simplifies onboarding and reduces churn.</p><h3>Gather and Act on Customer Feedback</h3><p>Sometimes, the best insights into retention strategies come straight from the source: your customers. Solicit customer feedback and pay close attention to it. If people say they want a simpler check-out process or a new product feature, prioritize those requests.</p><p>Tactics:</p><p>Conduct regular surveys or polls.</p><p>Implement changes based on feedback, then announce these improvements to your audience.</p><p>Showcase testimonials on your website or social platforms to strengthen community trust.</p><h3>Offer Incentives and Loyalty Programs&nbsp;</h3><p>Discounts, VIP events, or early access to new products can cement the bond between you and your audience. Loyalty programs provide exclusive perks for continuous patronage, rewarding those who stick around.</p><p>Tactics:</p><p>Tailor programs to customer segments (e.g., frequent buyers might get free shipping).</p><p>Run referral campaigns that reward both the referrer and the new sign-up.</p><p>Host periodic appreciation events or flash sales for members only.</p><h2>Increasing Customer Retention With Technology</h2><p>Technology plays a massive role in increasing customer retention. It helps you anticipate needs, handle routine tasks, and distribute relevant offers across channels. Here’s how modern digital platforms can boost your efforts:</p><h3>Customer Retention Management Software&nbsp;</h3><p>This specialized category of tools helps you map out customer retention management processes, monitor analytics, and automate outreach. By centralizing customer data, you can personalize interactions in real-time.</p><h3>Omnichannel Engagement&nbsp;</h3><p>Clients now expect the ability to connect via multiple platforms—web, mobile app, or social media—seamlessly. An omnichannel approach ensures consistent communication and branding, no matter how users prefer to interact.</p><h3>Real-Time Monitoring&nbsp;</h3><p>Live analytics reveal how people behave from moment to moment. If a user lingers on a pricing page but doesn’t convert, you could automatically send them a message or offer assistance. This swift, proactive approach significantly impacts customer loyalty.</p><h2>Customer Retention vs. Customer Acquisition</h2><p>Why spend so much effort on retention when you could just funnel resources into acquiring new shoppers? The truth is, you need both. However focusing only on acquisition risks high churn. You’ll continuously fill a bucket that has a leak at the bottom. On the other hand, if you only concentrate on retention, you might miss opportunities to grow your base.</p><h3>A Balanced Approach</h3><p><b>Customer Acquisition: </b>Great for expanding brand awareness, entering new markets, and continually freshening your customer pool.</p><p><b>Customer Retention:</b> Ensures your brand remains profitable and sustainable in the long run. Retained buyers often become brand advocates, naturally boosting acquisition efforts through word-of-mouth.</p><h2>Common Pitfalls in Customer Retention</h2><p>Despite best intentions, companies sometimes stumble in their retention strategies. Here are a few pitfalls:</p><h3>Ignoring Customer Expectations</h3><p>If you promise stellar service but take days to respond to queries, or if your product lags behind user needs, even the best discount won’t keep them around.</p><h3>Over-Personalization&nbsp;</h3><p>While personalization is key, overdoing it can feel invasive. Respect boundaries and consider privacy concerns.</p><h3>Inconsistent Experiences</h3><p>If your branding and support differ drastically across platforms—like social media vs. email—customers may lose trust. Consistency fosters confidence in your brand.</p><h3>Lack of Follow-Through</h3><p>Soliciting customer feedback and then ignoring it can upset your community. If you ask for opinions, show you care by implementing or at least addressing their suggestions.</p><h2>evamX Real-Time Customer Journey Orchestration</h2><p>If you’re in search of a platform that can unify retention strategies across digital channels, Evam’s evamX might fit your needs. It’s designed for real-time <a href="https://evam.com/glossary/glossary-c/customer-journey-orchestration" target="_blank"><b>customer journey orchestration</b></a>, allowing you to create batch, hybrid, or immediate campaigns. Here’s why it can be effective for customer retention:</p><p><b>Cross-Channel Engagement: </b>EvamX helps you design web and mobile engagements that ensure a seamless <a href="https://evam.com/glossary/glossary-c/customer-experience-cx" target="_blank"><b>customer experience</b></a> across multiple platforms. Instead of juggling separate dashboards, you can manage everything in one place.</p><p><b>Personalization Without Storing Data: </b>For industries with strict compliance rules, evamX listens to both historical and real-time data without actually storing it. This approach makes it easier to follow privacy regulations while still delivering personalized experiences.</p><p><b>Timely Offers and Notifications: </b>The system can trigger campaigns or notifications at just the right moment. For instance, if a user is about to cancel their subscription, you can immediately offer a tailored discount or reminder of your product’s key benefits.</p><p><b>Scalable to Different Use Cases:</b> Whether you’re a large telecom or a local retail chain, evamX scales according to your requirements. That adaptability is critical when you need a flexible customer retention infrastructure.</p>

<p>Customer retention focuses on building loyal, long-term relationships that benefit both you and your existing customer base. It involves a strategic blend of customer service, personalized experiences, and consistent engagement. Dives into the details of customer retention management, explaining why it matters, how to measure it, and which approaches can help keep your customer base loyal and growing.<br></p>

Customer Retention

Learn the definition of customer retention and discover customer retention management strategies to boost ROI.

What is Customer Experience (CX) | Evam

<p>In today’s competitive business environment, providing excellent customer experience (CX) is crucial. The internet and social media give customers numerous options and platforms to voice their opinions about products and services. If they don’t receive the desired service or quality, they can easily switch to competitors.</p><p>Below, we explore the definition of customer experience, its importance to businesses, and ways to improve it for your products or services.</p><h2>What is Customer Experience (CX)?</h2><p>Customer experience refers to a customer’s overall perception of their interactions with a brand, both before and after purchasing a product or service. It includes all touchpoints a customer has with a brand, from browsing the website and contacting customer service to making a purchase and product onboarding. Key elements include product quality, ease of use, convenience, personalization, and positive emotional experiences.</p><p>Good customer experience benefits businesses in several ways, primarily by increasing customer loyalty. Positive experiences encourage customers to return, make repeat purchases, and recommend the brand to others. Loyal customers drive sales and act as brand ambassadors, creating positive word-of-mouth marketing. Additionally, satisfied customers are more likely to leave positive reviews, attracting new customers.</p><p>Excellent customer experiences can also differentiate businesses from competitors. In competitive markets, exceptional service provides a competitive edge. Customers are often willing to pay more for quality and convenience, allowing businesses to tap into higher-end market segments. Furthermore, good customer experience helps reduce negative feedback, customer churn, and reputation damage, all of which can impact revenue.</p><h2>Types of Customer Experiences</h2><p>There are two types of customer experiences: direct and indirect contact:</p><p><b>Direct Customer Experience: </b>Includes any interaction initiated by the customer, such as the purchasing lifecycle, using the product or service, and interactions with your team.</p><p><b>Indirect Customer Experience:</b> Includes passive encounters with your company, such as marketing efforts, reviews, word-of-mouth communication, and external media coverage.</p><h2>How to Improve Customer Experience</h2><p>To enhance customer experience, businesses should:</p><p><b>Understand the Customer Journey: </b>Map out touchpoints and identify areas needing improvement to optimize the customer experience strategy.</p><p><b>Encourage Feedback:</b> Make it easy for customers to provide feedback, listen to their complaints, and act on them.</p><p><b>Train and Empower Employees:</b> Equip employees with customer service skills and empower them to resolve issues independently.</p><p><b>Use Personalization:</b> Offer personalized recommendations, customized products, or exclusive services to make customers feel valued and understood. Utilize AI-enabled chatbots, email automation, and social media listening tools to streamline this process.</p><p><b>Create Emotional Connections: </b>Humanize your brand and provide unique experiences to evoke positive emotions like trust and loyalty. Tap into customers’ core values and beliefs and offer personalized welcome messages, thank-you cards, or exclusive promotions.</p><h2>Get Started Improving Your Customer Experience</h2><p>Providing an excellent customer experience is essential for any successful business strategy. It positively impacts customer loyalty, brand reputation, and revenue. By understanding the customer journey, gathering feedback, empowering employees, personalizing experiences, and creating emotional connections, businesses can build a strong customer experience strategy that fosters long-lasting customer relationships.</p><p><a href="https://evam.com/contact" target="_blank">Contact us</a></p>

<p>In today’s competitive market, excellent customer experience (CX) is crucial. CX includes all customer interactions with a brand, impacting loyalty and differentiation. Improve CX by understanding customer journeys, acting on feedback, training employees, personalizing interactions, and creating emotional connections. These strategies enhance brand reputation and drive revenue.</p>

Customer Experience (CX)

Enhance customer experience (CX) by understanding customer journeys, gathering feedback, personalizing interactions, and creating emotional connections in today's competitive market.

What is Conversion Funnel | Evam

<p>The rise of digital technologies has revolutionized how people shop, consume, and interact with businesses, significantly altering the marketing landscape over the past decade. A key focus within this shift is optimizing conversion funnels, a marketing concept aimed at enhancing the buyer’s journey.</p><p>This guide covers everything you need to know about digital conversion funnels, including their definition, functionality, and the benefits of focusing on them for your business.</p><h2>What is a Conversion Funnel?</h2><p>A conversion funnel represents a potential customer’s journey from initial awareness of your product or service to becoming a paying customer. It includes stages such as Awareness, Interest, Consideration, and Action. Starting with brand awareness, the funnel narrows as interested leads are attracted and eventually converted into customers. This visualization helps identify areas for improvement to boost conversion rates.</p><p>The buyer’s journey parallels the conversion funnel, encompassing the customer’s path from brand awareness to purchase, involving various touchpoints with the brand. Understanding this journey allows businesses to tailor their marketing strategies, providing relevant information at each stage and creating a positive customer experience.</p><p>Every customer’s journey is unique and influenced by multiple factors. Tailoring strategies to individual journeys, analyzing pain points, and offering targeted solutions can maximize conversion opportunities.</p><h2>Benefits of Optimizing Your Conversion Funnel</h2><p><b>Improved Customer Experience:</b> Enhancing the conversion funnel can lead to better customer experiences by providing the right information at the right time.</p><p><b>Targeted Marketing: </b>Tailoring marketing messages to the customer’s buying journey allows for more effective targeting of interested prospects.</p><p><b>Better ROI: </b>Optimizing the conversion funnel enables tracking and correlating investment with results, allowing adjustments to maximize returns.</p><p><b>Enhanced Lead Generation:</b> Understanding lead interactions through the funnel facilitates targeted campaigns, improving lead generation.</p><p><b>Increased Conversions: </b>Providing seamless and relevant information helps convert leads into paying customers, significantly boosting conversion rates.</p><p>Understanding and optimizing the conversion funnel and buyer’s journey is essential in digital marketing. By identifying and addressing stages within the funnel, businesses can enhance the customer experience, improve ROI, generate more leads, and increase conversions. Investing time and resources in funnel optimization can yield significant benefits for your business.</p>

<p>Digital technologies have revolutionized shopping and business interactions, shifting the marketing landscape. Optimizing conversion funnels, which guide customers from awareness to purchase, is crucial. This enhances customer experience, targets marketing efforts, boosts ROI, and increases conversions. By understanding and improving these funnels, businesses can significantly improve their marketing effectiveness and performance, making funnel optimization essential for success in the digital age.</p>

Conversion Funnel

Learn how optimizing digital conversion funnels can enhance customer experience, target marketing efforts, improve ROI, and increase conversions for your business.

Customer Acquisition Cost (CAC) | Evam

<p>Customer Acquisition Cost (CAC) represents the total expenditure a business incurs in acquiring a new customer, encompassing marketing outlays, sales endeavors, and related expenses. This metric is pivotal in marketing, aiding businesses in assessing strategy efficacy and making informed resource optimization decisions.</p><h2>Definition of Customer Acquisition Cost</h2><p>CAC quantifies the financial investment needed to acquire a single new customer, covering various costs like marketing campaigns, advertising, sales team salaries, and other direct expenses associated with attracting and converting prospects into paying customers. Analyzing CAC provides businesses insights into their marketing efficiency, facilitating adjustments to strategies to reduce costs.</p><p>Over the past five years, CAC has increased by an average of 60%, presenting challenges despite the objective of minimizing costs.</p><p>Calculating Customer Acquisition Cost:</p><p>The formula for determining CAC involves gathering specific data points:</p><p><b>CAC = (Total Marketing and Sales Expenses) / (Number of New Customers Acquired)</b></p><p>For instance, if a company spends $10,000 on marketing and sales efforts in a month and acquires 100 new customers during that period, the CAC would be $100 ($10,000 / 100).<br></p><h3>Determining a Favorable Customer Acquisition Cost:</h3><p>While there’s no universal standard for a “good” CAC, it depends on factors like business nature, industry, and lifecycle stage. Startups and companies in competitive sectors might have higher CAC due to initial marketing investments, while established businesses may enjoy lower CAC due to brand recognition and customer loyalty. Comparing CAC to Customer Lifetime Value (CLV) provides a useful benchmark, ensuring that acquisition costs align with the long-term value customers bring to the company.</p><h3>Utilizing Customer Acquisition Cost Data:</h3><p>CAC data serves marketers in several ways:</p><p><b>1. Budget Allocation: </b>By knowing CAC, marketing teams can allocate budgets effectively across different channels and campaigns, prioritizing those with optimal results and lowest cost per acquisition.</p><p><b>2. Performance Assessment: </b>CAC enables evaluation of strategy and campaign effectiveness over time, highlighting areas for improvement.</p><p><b>3. Pricing Strategies: </b>Understanding CAC assists in setting competitive prices for products and services, ensuring acquisition costs align with revenue generated from customers.</p><p><b>4. Identifying High-Value Channels:</b> CAC data helps identify marketing channels that bring in customers with higher CLV, allowing focus on those channels.</p><h2>Strategies to Reduce Customer Acquisition Cost</h2><p>Minimizing CAC is a common goal for businesses, directly impacting profitability and growth. Effective strategies include:</p><p><b>1. Targeted Marketing: </b>Tailoring efforts to reach audiences most likely to convert, reducing spending on less promising demographics.</p><p><b>2. Segmentation: </b>Dividing the audience into specific segments based on demographics, behavior, and interests to create tailored campaigns.</p><p><b>3. Lookalike Audiences: </b>Targeting users similar to existing customers to expand reach.</p><p><b>4. Optimize Conversion Funnel: </b>Streamlining the customer journey to improve conversion rates.</p><p><b>5. Referral Programs: </b>Leveraging satisfied customers as brand advocates through incentivized referral programs.</p><p><b>6. A/B Testing: </b>Continuously testing different strategies, landing pages, and calls to action to identify the most efficient approaches.</p><p>Consistently monitoring and optimizing CAC allows marketers to refine efforts, reduce costs, and attract valuable customers. Book a demo with our partner success team to explore how Evam could assist in improving your CAC.</p>

<p>Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including all marketing and sales expenses. It’s an important metric for understanding the value of a customer and for evaluating the efficiency of acquisition strategies.</p>

Customer Acquisition Cost (CAC)

Understand Customer Acquisition Cost (CAC) and its significance in marketing. Learn how to calculate, optimize, and reduce CAC effectively.

What is Customer Behavior | Evam

<p>Customer behavior encompasses all actions taken by customers in relation to your brand through engagement with marketing campaigns across various channels. These behaviors are user actions that brands monitor and analyze to enhance their marketing endeavors. Marketers focus on discerning both actions and inactions that provide insights for building relationships. In the realm of mobile platforms, such behaviors typically entail forms of engagement like views, downloads, opt-ins, or purchases.</p><p>Understanding the types of customer behavior data that your CRM and CDP can gather is crucial, as it enables leveraging this information to target specific behaviors through personalized marketing campaigns. Identifying which interactions and behaviors contribute to achieving your objectives is insightful.</p><p>For instance, if your objective is to “increase engagement within one month of app download,” you may concentrate on monitoring the impact of your efforts on metrics such as app opens, activity levels, or responses to offers in push notifications. Additionally, identifying triggers that encourage users to remain on the app for longer durations is essential. Valuable insights can also be gleaned regarding the most responsive times of day and the types of outreach that prompt users to click and explore further.</p><p>The data collected aids in refining segmentation and personalization efforts, thereby enhancing the likelihood of reaching the appropriate audience with the relevant message, at the opportune moment, through the appropriate channel.</p>

<p>Customer Behavior involves the actions of customers in relation to a brand or product. Understanding customer behavior is crucial for tailoring marketing strategies, improving customer experiences, and driving sales.</p>

Customer Behavior

Understand customer behavior data to optimize marketing campaigns effectively.

What is Customer Journey Map | Evam

<p>A customer journey map, as defined by the Harvard Business Review, is a visual representation illustrating the various steps customers take when engaging with a company, encompassing products, online experiences, retail encounters, services, or any combination thereof. The complexity of such a map increases with the number of touchpoints involved, but it’s essential for understanding customer interactions thoroughly.</p><p>This map delineates the numerous touchpoints encountered by customers throughout their engagement, spanning from initial awareness to post-purchase support. By meticulously outlining each stage of interaction, including points of engagement, emotions, challenges, and motivations, a journey map provides a comprehensive insight into the customer’s perspective.</p><p>What exactly is a customer journey map? It’s a guiding tool for marketers, leading them through the stages, touchpoints, and emotional aspects defining a customer’s interactions from the first encounter to enduring loyalty. This insight is invaluable, empowering businesses to pinpoint pain points, optimize experiences, and customize offerings to better align with customer needs and behaviors. In essence, a well-crafted customer journey map serves as a blueprint for enhancing customer satisfaction, loyalty, and overall brand success.</p><h2>Creating a Customer Journey Map</h2><p><b>1. Define Your Goals:</b> Begin by establishing clear objectives for your customer journey map. Are you seeking to improve customer satisfaction, identify pain points, optimize touchpoints, or achieve something else? Clear goals provide direction, ensuring the map aligns with desired outcomes.</p><p><b>2. Understand Your Customers: </b>Segment your customer base into distinct personas based on demographics, behaviors, and preferences. This segmentation allows for tailoring the journey map to accurately represent each group’s unique experiences and requirements. Utilize surveys, interviews, and analytics to gather data for deeper insights.</p><p><b>3. Map the Touchpoints:</b> Identify the various touchpoints where customers interact with your brand, both online and offline. These touchpoints encompass a wide range of interactions, from social media engagement and website visits to customer service calls and in-store experiences.</p><p><b>4. Plot Each Stage:</b> Divide the customer journey into stages representing key phases customers go through when interacting with your brand. Typical stages include awareness, consideration, purchase, and post-purchase. Each stage highlights distinct customer actions, emotions, and expectations, facilitating the mapping of the customer experience evolution over time.</p><p><b>5. Visualize the Experiences:</b> Transform insights into a visual representation by creating the customer journey map, which could be a flowchart, diagram, or another visual aid illustrating the customer’s progression through stages and touchpoints. Visual depiction aids in understanding emotions, actions, and pain points.</p><p><b>6. Identify New Opportunities: </b>Within the journey map, pinpoint pain points where customers encounter challenges or negative emotions, as well as opportunities for creating positive interactions. This identification empowers the development of strategies to alleviate pain points and enhance positive experiences, ultimately improving customer satisfaction and loyalty.</p><p><b>7. Share and Collaborate Across Teams:</b> Engage cross-functional teams, including marketing, sales, customer service, and product development departments, to collaborate on the journey map. Collaboration ensures alignment of insights and strategies, fostering a holistic approach to enhancing the customer experience.</p><p><b>8. Implement Changes: </b>Utilize insights gathered to inform actionable strategies and capitalize on opportunities for creating seamless and enjoyable interactions. Implementing these changes enhances the overall customer experience and strengthens the brand’s relationship with customers.</p><p><b>9. Keep It Current:</b> Regularly revisit and update the customer journey map to reflect evolving customer behaviors and market trends. Keeping the map current ensures that strategies remain relevant and effective in meeting customer expectations and delivering a superior experience.</p><h2>Why is Customer Journey Mapping Important?</h2><p>Customer journey mapping is crucial for any marketer as it provides deeper insights into customer experiences, emotions, and needs, enabling businesses to understand their customers better. It facilitates effective resolution of pain points, ensures consistent cross-channel experiences, drives personalization and loyalty, enables proactive problem-solving, informs decision-making, and allows for measurable impact through metrics.</p><h2>Benefits of Customer Journey Mapping</h2><p>Customer journey mapping revolutionizes how businesses approach customer experiences by providing insights into behaviors, preferences, and pain points. It facilitates tailored interactions and a holistic understanding of the entire journey, ultimately driving a customer-centric culture, fostering innovation, and building lasting relationships founded on trust and excellence. When using a cross-channel customer journey platform like Evam, this clarity enables smoother touchpoints and higher satisfaction in real-time, leading to increased loyalty, retention, and competitive advantage.</p>

<p>A Customer Journey Map is a visual representation of the steps and experiences a customer goes through in interacting with a brand. It helps businesses identify key touchpoints and opportunities for improvement in the customer experience.</p>

Customer Journey Map

Optimize satisfaction, loyalty, and success with effective customer journey maps. Start enhancing your customer experiences today!

What is Customer Journey Orchestration | Evam

<h2>Customer Journey Orchestration</h2>
<p>Customer Journey Orchestration (CJO) is simply a dynamic method of managing and guiding every step of the customer journey. With the help of a robust <a href="https://evam.com/evamx" target="_blank"><b>journey orchestration platform</b></a>, you can piece together different touchpoints—web, mobile, email, call center, physical store—and design how the story unfolds. Each action informs the next. Every contact a customer makes with the brand becomes part of a cohesive narrative.</p>

<p>Instead of random ads or promotions, there is continuity. The customer journey feels natural and personalized. This is where customer journey management moves beyond strategy and becomes a real, data-driven practice.</p>

<h2>Why Customer Journey Orchestration Matters</h2>
<p>The goal of customer journey orchestration is simple: Make every moment a customer interacts with your brand feel purposeful and seamless. This doesn’t happen by accident. It requires thoughtful planning, data-driven insights, and the right tools to manage and measure success. You must observe how customers behave, which campaigns resonate, and why certain touchpoints work better than others.</p>

<h3>Personalized Experiences for Better Engagement</h3>
<p>When you orchestrate the customer journey effectively, you deliver <a href="https://evam.com/glossary/glossary-p/personalization" target="_blank"><b>personalization</b></a> at scale. You map <a href="https://evam.com/glossary/glossary-c/customer-behavior" target="_blank"><b>customer behaviors</b></a> and use these insights to shape communication. If your journey orchestration platform sees that a user often explores specific product categories, it can trigger targeted messages. You earn trust and higher conversions by providing what they need at just the right time.</p>

<h3>Increased Customer Retention and Loyalty</h3>
<p>Today’s marketplace is crowded with many successful brands. Each is vying for a slice of consumer attention. To stand out, you need to show you understand each individual customer. Customers may experience brand fatigue when they feel bombarded by irrelevant marketing. But with a strong customer journey orchestration platform, you can reduce that noise. You give them content, offers, or messages they actually want at the exact time they need it. As a result, they stay loyal longer, boosting <a href="https://evam.com/glossary/glossary-c/customer-retention" target="_blank"><b>customer retention</b></a>.</p>

<h3>Deeper Insight into Customer Data</h3>
<p>Orchestrating journeys lets you gain a complete view of how customers move through various channels. You see at which point they interacted with your brand, how often they re-engage, and how each touchpoint affects conversion. This gives you valuable customer journey analytics. By studying these paths, you uncover roadblocks. You learn what sparks interest and what leads to churn. In short, you get a holistic insight into customer interactions.</p>

<h3>Streamlined Customer Journey Management</h3>
<p>Managing multiple channels, campaigns, and user segments can be overwhelming. That’s where customer journey orchestration consolidates everything into a single framework. You plot each campaign element, connect it with specific customer behaviors, and make sure your entire team can see the big picture. This reduces redundancies and confusion. It also ensures a consistent brand voice, tone, and style across channels.</p>

<h2>Core Elements of Customer Journey Orchestration</h2>

<h3>Customer Journey Mapping</h3>
<p><a href="https://evam.com/glossary/glossary-c/customer-journey-map" target="_blank"><b>Customer journey mapping</b></a> is the foundation of any successful orchestration. You identify key customer touchpoints—from social media ads to email campaigns to in-store signage. Each node in the journey is an opportunity to engage. By mapping these points, you see how customers move from awareness to consideration to purchase. This step also helps you spot gaps where you can improve customer flow and customer retention rate.</p>

<h3>Real-Time Decisioning</h3>
<p>You can’t orchestrate a smooth journey if you only evaluate data weekly or monthly. You need real-time inputs. With real-time decisioning, you identify triggers—such as an abandoned cart, a clicked link, or a social media mention—and act instantly. This agility helps you deliver the right message at the right moment, improving overall customer journey management and deepening engagement.</p>

<h3>Data-Driven Personalization</h3>
<p>The best journey orchestration platform uses data to shape experiences. It aligns each interaction with the person’s past actions, preferences, and predicted needs. You can tailor messages for an individual customer based on purchase history or browsing patterns. If the system sees they searched for high-end laptops, then the next interaction might be a discount for premium accessories. This hyper-personalized approach fosters a customer-centric business model.</p>

<h3>Analytics and Measurement</h3>
<p>Orchestration doesn’t end with implementation. Ongoing analysis is vital. Using advanced customer journey analytics, you see what resonates and what doesn’t. Which segments convert best? Which communication channel yields the most engagement? These insights steer your future decisions and keep you on track for continuous improvement.</p>

<h2>Benefits of an Effective Journey Orchestration</h2>

<h3>Better Customer-Centric Approach</h3>
<p>When you orchestrate journeys, you focus on the customer above all else. It’s not about pushing products. It’s about addressing customer needs. This customer-centric outlook fosters <a href="https://evam.com/glossary/glossary-c/customer-loyalty" target="_blank"><b>customer loyalty</b></a> and trust.</p>

<h3>Higher Conversions and Revenue</h3>
<p>If your message arrives when the customer is most ready, you’re more likely to see conversions. Over time, this leads to substantial, increased customer revenue. You also reduce wasted marketing spend.</p>

<h3>Continuous Optimization</h3>
<p>With customer journey analytics, you see areas to improve customer interactions. You can fine-tune each step, ensuring a better user experience next time around. The process is iterative, always evolving.</p>

<h3>Unified Marketing Team</h3>
<p>A strong orchestration framework breaks down silos across marketing, sales, and customer service. Everyone sees the same data. Everyone aims for the same goal. Collaboration becomes more natural, with fewer missed opportunities.</p>

<h2>How Evam Can Help</h2>
<p>While customer journey orchestration is an industry-wide practice, Evam offers a unique real-time omnichannel marketing platform, <a href="https://evam.com/evamx" target="_blank"><b>evamX</b></a>, empowered by cutting-edge modules and capabilities.
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</p><p>evamX is designed to operate seamlessly in any deployment environment, including SaaS, private cloud, and on-prem. The platform integrates advanced marketing technologies to offer a unified <a href="https://evam.com/glossary/glossary-c/customer-experience-cx" target="_blank"><b>customer experience</b></a>, enabling you to execute real-time or batch inbound and outbound marketing campaigns.</p>

<p><b>Its key features include:</b></p>
<p>- <a href="https://evam.com/evam-actions" target="_blank"><b>A powerful event stream processing engine</b></a> that has the capability to process and decode massive amounts of real-time customer data,</p>
  <p>- <a href="https://evam.com/products/journey-designer" target="_blank"><b>A straightforward interface to visualize and structure customer journeys</b></a> with drag-and-drop simplicity,</p>
  <p>- <a href="https://evam.com/products/digital-engagement" target="_blank"><b>An AI-empowered engagement and experience design module</b></a> to visually enhance direct customer interactions,</p>
  <p>- <a href="https://evam.com/products/insight-tracker" target="_blank"><b>A built-in analytics and reporting module</b></a> that offers a comprehensive understanding from campaign performance to customer lifetime metrics, for you to gain actionable intelligence,</p>
  <p>- <a href="https://evam.com/products/customer-feedback" target="_blank"><b>A customer feedback collection and management module</b></a> to design and push surveys and make customers feel valued after key transactions,</p>
  <p>- <a href="https://evam.com/products/nbx-decisioning" target="_blank"><b>An AI-driven decision engine</b></a> that processes data in real-time. It helps identify the next best action for each individual customer.</p>


<h2>Putting It All Together</h2>
<p>Having one of the journey orchestration and marketing platforms that centralizes these processes is a game-changer. It unifies scattered data from various <a href="https://evam.com/glossary/glossary-c/customer-engagement-platform" target="_blank"><b>customer engagement platforms</b></a>—email, web, mobile, and social media. Instead of siloed campaigns, you get one continuous sequence of interactions. This ensures you don’t lose prospects along the way. They move smoothly from the first moment they interact with your brand through purchase and beyond.</p>

<p>By viewing customer journeys as interconnected paths rather than isolated events, you can deliver the content, products, or solutions that people genuinely need. You’re not just sending emails for the sake of it. You’re not just running ads without context. Every piece of content is delivered at the right point in time, aligned with the customer’s behavior and interests.</p>

<p><a href="https://evam.com/contact" target="_blank"><b>Contact us&nbsp;and talk to Evam’s dedicated team of experts</b></a> to learn how you can excel your customer journeys.</p>

What is customer journey orchestration?

<p dir="ltr" style="line-height:1.38;margin-top:0pt;margin-bottom:18pt;">Customer Journey Orchestration is the strategic process of guiding every step of a customer’s interaction with your brand. It unifies all touchpoints—web, mobile, email, and more—into a seamless experience. Discover how a robust orchestration platform can transform random communications into a connected narrative that boosts engagement and loyalty.<br></p>

Customer Journey Orchestration

Boost conversions with a top customer journey orchestration platform. Unite touchpoints, deliver personalized experiences, and gain real-time analytics.

What is Customer Permissions | Evam

<p>Customer permissions encompass the requests made by brands to members of their audience concerning access to personal information, device features, and other functionalities related to the website or mobile device.</p><p>These requests may involve access to customer data, such as contact details or location, authorization to send various types of messages like push notifications or emails, or permission to utilize specific device features like the camera. The permissions granted by customers regarding their data determine the extent to which brands can collect detailed information about them and incorporate personalization into their communication efforts.</p><p>Upon receiving an opt-in request, customers grant permission for the use of a particular channel for marketing communication. The authorization provided by customers dictates whether marketers can utilize those channels to interact with them and send specific types of messages. Obtaining opt-ins from customers is essential for brands to send messages via those channels, as doing so without permission can result in dissatisfaction and potential customer attrition.</p><p>Customer permissions play a pivotal role in the development of effective modern marketing strategies.</p>

<p>Customer Permissions refer to the consent given by users for businesses to collect and use their personal data. Obtaining and managing these permissions responsibly is crucial for maintaining customer trust and complying with data protection regulations.</p>

Customer Permissions

Explore customer permissions for brands, covering access to personal data and communication channels.

What is Cross-selling | Evam

<p>Cross-selling represents a savvy marketing tactic aimed at increasing revenue and the average order value per session by suggesting additional products that complement the customer’s initial interest. An advanced AI-driven recommendation engine can analyze past browsing history and current customer behavior to offer tailored suggestions. For instance, if a customer orders a burger through a restaurant app, the app may suggest upgrading to a meal with fries and a beverage. Customers are more inclined to accept such recommendations, perceiving added value in purchasing a meal at a slightly discounted rate.</p><p>Cross-selling can occur in real-time as customers browse products on a website or mobile app, allowing brands to promptly enhance their average order value. However, the process extends beyond that initial interaction. Brands can continue targeting customers even after a purchase is completed by leveraging other marketing channels to engage them. Recommending complementary products through email and push notifications serves as an effective means to re-engage customers and drive conversions, even after they have left the website or app.</p>

<p>Cross-selling involves suggesting related or complementary products to customers during a purchase. It’s an effective strategy to increase the average order value and enhance customer satisfaction by offering additional value.</p>

Cross-selling

Utilize AI-driven recommendations for tailored suggestions and continue post-purchase engagement through email and push notifications.

What is Conversion Rate | Evam

<h2>What Is a Conversion Rate?</h2><p>In simple terms, conversion rate measures the number of conversions compared to your overall website traffic. Conversions can come in many forms, like turning potential customers into paying customer accounts or turning leads generated on a landing page into full-fledged clients. Whatever the goal, you first decide which desired action matters most—like completing a purchase or signing up for a newsletter—and then see how many website visitors actually do it.</p><p><b>Formula: </b>Conversion Rate=Number of ConversionsWebsite Visitors×100%\text{Conversion Rate} = \frac{\text{Number of Conversions}}{\text{Website Visitors}} \times 100\%Conversion Rate=Website VisitorsNumber of Conversions​×100%</p><p><b>Example: </b>If 1,000 people land on your site and 50 make a purchase, your customer conversion rate is 5%.</p><p>An average conversion rate varies by industry, audience, and product offering. But whether your target audience is small or massive, you can always find new ways to increase conversions and refine your process.</p><h2>Why do Conversion Rates Matter?</h2><h3>Efficiency</h3><p>High conversions mean you get the most out of your marketing campaigns. You spend less per sale or lead, making your initiatives more profitable.</p><h3>User Behavior</h3><p>Every conversion rate fluctuation can reveal insights into user behavior. Are visitors dropping off at checkout? Are they abandoning forms on your web page? By analyzing these patterns, you can update designs or messages to solve pain points.</p><h3>Better Targeting&nbsp;</h3><p>If your ads or emails aren’t matching the interests of your potential customers, your conversion rates will suffer. When you pivot to more relevant content, you can capture interest faster and increase conversions.</p><h3>Resource Allocation</h3><p>A good conversion rate reduces wasted spending. The more you understand which channels convert best, the easier it is to allocate the budget effectively.</p><h2>What is Conversion Rate Optimization (CRO)?</h2><p>Conversion rate optimization is the process of fine-tuning your digital experience to improve the number of conversions. It often involves CRO tests, data analysis, and iterative changes. By doing so, you elevate your customer conversion metrics and increase conversions without drastically raising your website traffic budget.</p><h3>Key CRO Strategies</h3><p><b>A/B Testing</b></p><p>Trying two versions of a landing page to see which drives higher conversions. These CRO tests often focus on headlines, images, or call-to-action buttons.</p><p><b>Personalized Messaging</b></p><p>Tailoring content to your target audience. Different segments might respond better to specific offers or tones of voice.</p><p><b>Trust Signals</b></p><p>Adding customer testimonials, security badges, or return policies. These elements can push hesitant buyers to take the desired action.</p><p><b>Mobile Optimization</b></p><p>If users face a slow or clumsy mobile layout, they might leave fast. Streamlined mobile designs can increase conversions significantly.</p><h3>The CRO Mindset</h3><p>Conversion rate optimization CRO isn’t an about overnight success. It’s a cycle of experimenting, learning, and refining. You measure how changes affect your average conversion rate, implement what works, and discard what doesn’t. Over time, these small tweaks add up to big gains in engagement and revenue.</p><p><b>Common Pitfalls</b></p><p>Even well-planned marketing strategies can stumble if you overlook certain details:</p><p><b>Unclear Calls to Action</b></p><p>If visitors can’t figure out the next step, they won’t convert. Clear, prominent buttons or links guide them toward your desired action.</p><p><b>Slow Load Times</b></p><p>A sluggish web page kills momentum. People are quick to exit if images or forms take too long to appear, hurting your conversion rate in the process.</p><p><b>Poor Targeting</b></p><p>Sending every campaign to everyone rarely helps. By segmenting your target audience, you’ll craft more relevant messages and produce more leads generated.</p><p><b>Lack of Consistency</b></p><p>If your ad promises a discount but the landing page doesn’t mention it, visitors may leave. Align each step in your funnel for a seamless experience.</p><p><b>Measuring Success</b></p><p>Most marketers watch their customer conversion rate like a hawk. But there are other metrics to track too:</p><p><b>Bounce Rate</b></p><p>The percentage of visitors who leave your site after viewing just one page. High bounce rates can indicate a disconnect between expectations and reality.</p><p><b>Cart Abandonment</b></p><p>How often do shoppers add items to their cart but never check out? Improving these numbers often involves retargeting emails or simpler forms.</p><p><b>Cost Per Acquisition</b></p><p>How much do you spend on ads, content, or tools to land a single paying customer? A strong conversion rate usually means a lower CPA.</p><p><b>Integrating Real-Time Customer Journeys With evamX</b></p><p>For enterprise brands looking to push conversion rate growth even further, tools like evamX can offer robust support. It orchestrates interactions across various channels—web, mobile, and beyond—in real-time, batch, or hybrid modes.</p><p><b>Dynamic Engagement</b></p><p>By processing historical and live data without storing it, evamX can react instantly when website visitors exhibit specific behaviors. For example, if someone lingers on a pricing page, the system can trigger a timely offer.</p><p><b>Customized Journeys</b></p><p>Through easy drag-and-drop workflows, you can design targeted experiences that consider each user’s preferences and prior steps. This helps potential customers move toward conversion more fluidly.</p><p>Scalable Automation</p><p>As your traffic or marketing strategies expand, evamX adapts without retooling your tech stack. That keeps your funnel flexible for new product launches or special promotions.</p><p><b>Consistent Messaging</b></p><p>Whether users open an email on a desktop or browse offers on mobile, evamX ensures that your campaigns look and feel uniform, helping you increase conversions by removing friction.</p><p>While any brand can run basic marketing campaigns, enterprise-level success often depends on real-time orchestration and smart personalization. Platforms like evamX are crafted to handle these complexities, so you can optimize customer conversion at scale.</p>

<p>Conversion Rate is the percentage of visitors to a website who take a desired action, such as making a purchase or signing up for a newsletter. It’s a crucial metric for evaluating the effectiveness of marketing strategies and website design.</p>

Conversion Rate

Understand conversion rates in business and marketing, tracking visitor actions to optimize campaigns for better performance.

What is Conversion Rate Uplift | Evam

<p>Brief Overview: Conversion rate uplift refers to the disparity in conversion rates observed between a test group and a control group in an A/B test. It signifies the change, whether an increase or decrease, in the conversion rate of the personalized version compared to the control group, typically presented as a percentage.</p><p>The conversion rate is determined by dividing the total number of conversions by the number of visitors. In A/B testing, the control group represents the existing version, while personalization constitutes a variation of it.</p><h2>Why Monitor CRU?</h2><p>A/B testing enables marketers to discern which version of elements like headlines, subheads, content, images, or videos resonates most effectively with their audience, making it invaluable for personalized messaging. During A/B testing, both versions—A and B—exhibit distinct conversion rates. Ideally, the personalized version should outperform the standard version in terms of conversion rate. Monitoring conversion rate uplift provides insights into the efficacy of implemented personalization strategies in driving revenue. Additionally, tracking conversion rate uplift aids in optimizing the conversion rates of personalized campaigns, thereby enhancing revenue and ROI derived from campaign endeavors.</p>

<p>Conversion Rate Uplift refers to the increase in conversion rate as a result of specific marketing initiatives like personalization or A/B testing. It indicates the effectiveness of these strategies in improving the desired user actions on a website or app.</p>

Conversion Rate Uplift

Understand conversion rate uplift in A/B testing, indicating changes in conversion rates between a test group and control group.

Glossary D

What is Dynamic Segments in Marketing | Evam

<p>Dynamic segmentation is a marketing technique that involves dividing your customer database into various groups (or segments) based on their needs, interests, characteristics, and more.</p><p>Unlike traditional marketing audience segments, dynamic segments update in real-time based on key customer behaviors. For instance, if a customer makes a significant purchase within a certain period, they might be added to a dynamic segment for loyal customers. Conversely, if they don’t make a purchase for several months, they might be automatically included in a segment for “customers likely to churn.”</p><p>Using marketing audience segmentation to create distinct customer groups allows businesses to target them more precisely, enhancing engagement, personalization, and sales.<br></p><h2>Popular Data Points for Dynamic Segmentation</h2><p>Dynamic segments enable brands to maximize their customer, sales, and product data. Common data points used to build dynamic segments include:</p><h3>Customer status (customer vs. non-customer)</h3><p><b>Repeat customers: </b>those who shop frequently</p><h3>Overall lifecycle status</h3><p><b>Product affinity:</b> most frequently purchased products</p><h3>Preferred marketing channel</h3><p><b>Churn likelihood: </b>customers not engaging with content or offers</p><p><b>Inactive customers: </b>those who haven’t made a purchase for a set period</p><h2>Average Order Value (AOV)</h2><h3>Customer Lifetime Value</h3><p><b>VIP customers:</b> high AOV and purchase frequency</p><p><b>Serial returners:</b> customers who frequently buy and return products</p><h2>Benefits of Dynamic Segmentation</h2><p>Using dynamic segmentation in marketing offers several advantages:</p><p><b>Increased ROI: </b>Targeting specific audiences with personalized messages maximizes campaign ROI.</p><p><b>Improved Brand Loyalty: </b>Tailored campaigns and offers for each segment, highlighting shared values and interests, help foster customer loyalty.</p><p><b>Increased Engagement: </b>Targeted content that speaks directly to a specific audience boosts engagement, click-through rates, conversions, sales, and customer satisfaction.</p><p><b>Improved Relevancy: </b>Segment-based targeting ensures marketing campaigns are more relevant and likely to succeed.</p><p><b>Reduced Time Investment:</b> Dynamic segments operate with minimal manual input once set up, allowing brands to fully leverage their data without needing a dedicated data team.</p>

<p>Dynamic segmentation divides customers into real-time groups based on behaviors, enhancing targeting and personalization. This leads to higher engagement, increased ROI, and improved brand loyalty while reducing the time spent on manual segmentation.</p>

Dynamic Segments in Marketing

Discover dynamic segmentation in marketing: real-time customer grouping based on behaviors to enhance engagement, personalization, and sales. Learn about key data points and the benefits of targeting specific audiences for increased ROI and brand loyalty.

What is Data Monetization | Evam

What Is Data Monetization?

Data Monetization is the practice of extracting economic value from information that an organization already possesses or can access. It’s not just about selling data outright, but rather using data to gain a measurable economic benefit, optimize internal processes, or create new offerings that resonate with your market.

Data Monetization

Explore data monetization, enterprise data monetization, and data as a service. Learn how a data monetization platform, data analytics, strategy fuel ROI.

What is Daily Active User (DAU) | Evam

<p>Daily Active Users (DAU) represents the proportion of users who perform a specific action within your app. Assessing the performance of your mobile application is crucial for growth. It’s not just about the number of daily users but rather the count of regular active users who consistently contribute value to your business. Utilize this metric to gain insights into your users’ app experience.</p><p>To compute your DAU, divide the total number of daily app sessions by the total number of daily unique users:</p><p><b>DAU = Total Number of Daily App Sessions / Total Number of Daily Unique Users</b></p><p>For instance, if your app registers 20,000 sessions in a day with 200 unique users, your daily active users amount to 100 (20,000/200).</p>

<p>Daily Active User (DAU) measures the number of unique users who engage with a website or app in a single day. It’s a crucial metric for assessing user engagement and platform health. High DAU suggests strong user interest and habitual use, key for growth and user experience optimization. Monitoring DAU assists in understanding user behavior, guiding targeted improvements, and driving increased daily interaction. This metric is essential for platforms striving to maintain an active, dedicated user base.</p>

Daily Active User (DAU)

Assess mobile app performance with Daily Active Users (DAU), tracking regular user engagement and app experience.

What is Deep Linking | Evam

<p>Deep linking entails directing users to specific content within a website or mobile app when they click on a targeted message.</p><p>For instance, if you notify users about a deal on certain products via a push notification, it’s more effective to link them directly to those products rather than to the website’s homepage. This approach enhances relevance by directing users to the content that piqued their interest, thereby increasing the likelihood of conversions by streamlining the discovery process.</p><p>Similarly, marketers can utilize web messages on websites or in-app messages on mobile apps to guide users to particular sections of the site or app, thus steering them towards popular areas.</p><p>Deep linking streamlines the transaction process by reducing unnecessary steps, thus maintaining user engagement and elevating conversion rates. Ultimately, it enhances the overall user experience.</p>

<p>Deep Linking refers to the practice of using hyperlinks that direct users to specific, generally searchable or indexed, pieces of web content. This technique is widely used in marketing to guide users directly to a product or offer, bypassing the homepage. Deep linking enhances the user experience, increases engagement, and can significantly improve conversion rates by providing a straightforward path to specific content or actions.</p>

Deep Linking

Deep linking directs users to specific content, enhancing relevance and streamlining the discovery process for increased conversions and better user experience.

What is Direct Traffic | Evam

<h2>What is direct traffic?</h2><p>Direct traffic, often called "dark traffic," refers to website visits with no identifiable source or referring site. The term may imply that visitors are typing your website URL or using bookmarks. However, most of this traffic comes from unknown referral sources. In other words, the origin of the traffic is unknown, making it challenging to pinpoint valuable referral sources.</p><p>To gain better insights into your content's performance, it's important to minimize direct traffic. We can't find all the sources for direct visits. However, identifying as many as possible can be very helpful.</p><p>Start by understanding the factors that contribute to direct traffic.</p><h2>What can cause direct traffic?</h2><p>There are several reasons why traffic can be called "direct." This is more than just visitors typing your URL directly into their browser</p><p><b>Bookmarks: </b>Visitors bookmarking a webpage is a positive indicator—they’re making it easy to revisit your site frequently. However, this traffic lacks a referring source, making it a genuine direct traffic type.</p><p><b>Missing or Broken Tracking Code:</b> UTM parameters are essential for attributing traffic to specific marketing campaigns or sources. Ensure they are properly formatted and always included in your campaigns to avoid losing referral data.</p><p><b>Improper Redirection:</b> Issues like broken <a href="https://moz.com/learn/seo/redirection" target="_blank"><b>redirect</b></a> chains, meta refreshes, or JavaScript-based redirects can obscure the original traffic source. Excessive redirects often prevent analytics platforms from identifying where the traffic originated. Collaborate with developers to reduce redirect-related traffic.</p><p><b>Non-Web Documents: </b>Traffic from offline resources such as Word files, PDFs, or slide decks won’t have a referrer. Whenever you can, keep assets online. Use UTM codes for links in offline resources. This helps track and attribute the traffic.</p><p><strong>Dark Social:</strong> The term "dark social" was created by Alexis Madrigal in 2012. It means private sharing through channels like email, text messages, Slack, or direct messaging, such as Facebook Messenger.&nbsp;Analytics platforms can’t track these sources due to their private nature.</p><p><b>HTTP to HTTPS Transition:</b> When users click from an HTTPS site to an HTTP site, referral data is lost. Since HTTPS is the standard, ensure your <a href="https://www.thesslstore.com/blog/what-happens-when-your-ssl-certificate-expires/" target="_blank"><b>SSL certificate is up-to-date</b></a> to retain referral information.</p><p><b>Browser Misattribution: </b>Sometimes, browsers fail to report traffic sources accurately. For instance, Groupon found in one experiment that 60% of their <a href="https://searchengineland.com/60-direct-traffic-actually-seo-195415" target="_blank"><b>"direct" traffic was actually organic search traffic.</b></a></p><p>Understanding these scenarios can help refine your traffic attribution and improve the accuracy of your analytics.</p><h2>How is organic traffic different from direct traffic?</h2><p>Direct traffic represents website visits without an identifiable source, whereas organic traffic has a clear origin: unpaid search results.</p><p><strong><a href="https://evam.com/glossary/glossary-o/organic-traffic" target="_blank">Organic traffic</a></strong> refers to visits from search engines that do not involve paid ads. This includes clicks on free Google search results.&nbsp;This type of traffic is also tied to specific keywords that lead users to your site. A high volume of organic traffic is a positive indicator for your SEO marketing efforts.</p><p>To evaluate organic performance, focus on the specific keywords driving the most visitors to individual pages. This insight can help you understand what users are searching for and their journey. This allows you to improve those pages for better results.</p>

<p>Direct Traffic is a measure of visitors who arrive at a website without a referral from another web source. This can occur when a user types the website URL directly into their browser, uses a bookmark, or clicks on an untracked link from an email or offline document. Direct traffic is an important metric in understanding how well a brand is known and can be indicative of the effectiveness of offline marketing efforts or brand loyalty.</p>

Direct Traffic

Understand direct web traffic in Google Analytics, its causes, and how to mitigate it for accurate reporting

Glossary E

What is Email Marketing | Evam

<p>Email marketing entails utilizing email as a communication channel to promote your business. Employing emails for marketing purposes enables you to establish connections with potential customers, keep existing clientele informed about your brand, and provide incentives such as coupons and discounts to foster customer loyalty.</p><p>According to Smart Insight’s 2018 report, email marketing continues to hold the top spot as the most effective marketing channel when compared to social media, SEO, and affiliate marketing.</p><p>Incorporating email into your <a href="https://evam.com/glossary/glossary-m/mobile-marketing" target="_blank"><b>mobile marketing</b></a> strategy can significantly enhance conversions throughout the customer lifecycle. Through targeted email campaigns, you can welcome and onboard new users, showcase offers and promotions, and announce product launches.</p><p>For instance, you can prompt a new user to make their initial purchase by sending them a special discount offer via email.</p><h2>Several factors contribute to the effectiveness of email marketing</h2><p>Email serves as an open platform.</p><p>With its extensive reach and established presence, email remains highly accessible.</p><p>Email boasts a commendable deliverability rate, surpassing that of many other channels.</p><p>It is a preferred mode of communication for many individuals.</p><p>Email campaigns typically yield higher conversion rates.</p><p>Email marketing offers a higher return on investment (ROI) compared to other channels.</p><p>Email is poised to remain relevant for the foreseeable future.</p><p>The landscape of email marketing has evolved significantly, transitioning from a realm where email creation required developer intervention to today’s era where platforms like Evam empower marketers to craft and distribute personalized, branded emails effortlessly. Unlike building a social media following, cultivating your email subscriber list represents a strategic, long-term investment with enduring benefits.</p>

<p>Email Marketing involves sending commercial messages to a group of people using email. It is a highly effective digital marketing strategy for building brand awareness, enhancing relationships, and driving conversions. Email marketing can include newsletters, promotional campaigns, transactional messages, and more. The effectiveness of email marketing lies in its ability to provide personalized, relevant content to a targeted audience.</p>

Email Marketing

Boost your business with email marketing. Connect, promote, and foster loyalty. Use platforms like Insider for effortless success.

What is Email Deliverability | Evam

<p>Email deliverability hinges on the capability to successfully deliver emails to recipients’ inboxes. Internet Service Providers (ISPs) play a pivotal role in determining email reputation and deliverability, preferring to deliver emails from senders with trusted IP addresses and domains, primarily based on past interactions with quality emails.</p><p>The effectiveness of email delivery is intricately tied to the reputation of your IP address and domain. A favorable reputation, typically achieved through consistent sending practices and minimal spam reports, earns trust from ISPs, resulting in placement of your emails in recipients’ inboxes rather than relegating them to spam or junk folders.</p><p>Subscriber engagement with your email campaigns significantly influences email deliverability. Key factors include:</p><p><b>Engagement Levels: </b>Positive actions such as opening emails and clicking on links enhance your reputation and subsequently, your deliverability.</p><p><b>Lack of Engagement:</b> Conversely, if subscribers are disengaged and regularly delete, mark as spam, or unsubscribe from your emails, it adversely impacts your reputation and deliverability.</p><p><b>Spam Reports: </b>Reports of spam can severely tarnish your reputation. Therefore, maintaining clean email recipient lists is crucial to prevent recipients from flagging your emails as spam. Additionally, ensuring valuable and relevant content is vital.</p><p>Various tools are available to aid in reputation enhancement, but it’s imperative to adopt a long-term perspective. Implementing double opt-ins can verify that subscribers are authentic users genuinely interested in receiving your content, reducing the likelihood of them marking your emails as spam and facilitating the creation of a high-quality email recipient list.</p><p>Enhancing or establishing a positive reputation can be accomplished through IP warming, a method involving gradually increasing email sends to a small, engaged group. Regularly pruning disengaged email addresses ensures that your list comprises interested users, mitigating the risk of inadvertently triggering spam traps associated with outdated email addresses. By taking these measures and monitoring your sender score, you can maintain healthy email deliverability.</p>

<p>Email Deliverability refers to the ability of an email to successfully reach the recipient’s inbox. This metric is crucial in email marketing, as high deliverability rates ensure that marketing messages reach their intended audience. Factors influencing email deliverability include sender reputation, email content quality, and recipient engagement. Ensuring high deliverability is key to the success of email marketing campaigns.</p>

Email Deliverability

Learn how subscriber engagement impacts deliverability and discover strategies to maintain a positive reputation and inbox placement.

What is Email Marketing Automation | Evam

<p>Email marketing automation involves streamlining the processes and activities associated with email marketing through a suite of specialized automation tools and resources. Unlike one-off newsletters, these emails are dispatched automatically, triggered by user actions and scheduled email sequences.</p><p>Email marketing facilitates connecting with your audience to promote your business and enhance conversions. Emails can serve various purposes, from selling products to sharing news or narrating a story. With email marketing automation, you can establish predefined rules for email drips, enabling you to set up sequences once and have emails sent automatically as users meet the defined triggers. These automated emails are highly customizable, scalable, and can be tailored to individual preferences.</p><p>For instance, manually sending welcome or onboarding emails to users each time they sign up on your eCommerce platform can be cumbersome. Email marketing automation tools or software can automate the delivery of welcome or onboarding email sequences.</p><p><b>Here are the top five reasons why every email marketer should leverage email marketing automation:</b></p><p><b>1.</b> Create highly segmented email subscriber lists that dynamically update based on user data.</p><p><b>2.</b> Expedite the conversion of potential customers into actual customers.</p><p><b>3. </b>Foster uninterrupted engagement with both potential and existing customers.</p><p><b>4.</b> Enhance marketing efficiency by automating repetitive tasks associated with customer relationship management.</p><p><b>5.</b> Elevate subscriber engagement by delivering more relevant, personalized, and timely emails.</p><h2>Benefits of Email Marketing Automation</h2><p>Heightened customer engagement</p><p>Enhanced segmentation capabilities</p><p>Personalized customer experiences</p><p>Improved customer retention rates</p><p>Scalable marketing strategies</p>

<p>Email Marketing Automation is the process of automating the sending of email messages based on specific triggers, behaviors, or schedules. This strategy streamlines communication and enhances the relevance of messages sent to customers and prospects. Automated emails can include welcome messages, birthday emails, reminder emails, and personalized recommendations. It’s a powerful tool for maintaining engagement and nurturing leads with minimal ongoing manual effort.</p>

Email Marketing Automation

Email Marketing Automation sends targeted emails based on triggers, behaviors, or schedules, boosting engagement and nurturing leads with minimal manual effort.

Glossary F

What is Frequency Capping | Evam

<p>Frequency capping involves setting automated limits on the number of messages a customer receives within a specific time frame to prevent them from being inundated with excessive or irritating communications. Automation platforms equipped with multi-channel capabilities often feature options to restrict the volume of messages a user receives, either within a single channel, across all channels, or both. These limits can be configured based on various time periods, such as hours, days, weeks, or months.</p><p>This practice is particularly crucial because users are prone to uninstalling apps or opting out of push notifications if bombarded with an overwhelming volume of messages. Additionally, they may already be enrolled in multiple campaigns tailored to their interests, location, or current offers based on segmented data. Therefore, implementing a cap on the number of messages they receive is essential to avoid annoyance.</p><p>Finding the optimal frequency cap involves analyzing data trends, especially regarding peaks in opt-outs and uninstalls among different customer segments. Understanding the threshold for the number of messages a customer can tolerate from your brand across various channels is vital in determining an appropriate frequency cap.</p><p>Although frequency caps provide guidance, they are not absolute restrictions—you can override them to deliver critical or urgent messages to your customers when necessary.</p>

<p>Frequency Capping is a technique used in digital advertising to limit the number of times an ad is shown to the same user over a given period. This strategy is important in avoiding ad fatigue, ensuring a positive user experience, and optimizing ad spending. Frequency capping helps in maintaining brand positivity and effectiveness of the advertising campaign.</p>

Frequency Capping

Frequency capping limits message volume to prevent customer overload. Optimize engagement by analyzing data and setting appropriate limits.

What is Funnel Analysis | Evam

<p>Funnel analysis involves examining a sequential sequence of user actions, either on a website or an app, that leads to a specific end goal. Essentially, it helps in comprehending the steps necessary to achieve a desired outcome on a digital platform and illustrates how many users progress through each of these steps.</p><p>Funnels serve to identify how users navigate through a website or app before taking a conversion action, offering a clear visualization of the entire process. By deconstructing each stage of the funnel and comprehending the motivations that prompt customers to transition from one stage to the next, businesses can devise tailored strategies to influence outcomes at each step of the funnel.</p><p>For instance, let’s consider an eCommerce company with the primary objective of prompting website visitors to make a purchase, commonly referred to as a conversion. The steps involved in making a purchase on such a platform typically include visiting the website, browsing product categories, adding items to the shopping cart, proceeding to the checkout page, and completing the purchase. These sequential steps constitute the funnel.</p><p>For a given week, let’s assume the following number of users traverse each stage of the funnel:</p><p>Visiting Website: 1000</p><p>Browsing Category: 800</p><p>Adding to Cart: 600</p><p>Proceeding to Checkout: 300</p><p>Completing Purchase: 200</p><p><b>Various Types of Funnels include:</b></p><p>Marketing Funnel</p><p>Sales Funnel</p>

<p>Funnel Analysis is a method used to understand the steps a customer goes through in the journey from initial contact to the final decision, typically a purchase. This analysis helps marketers identify points where prospects drop out and areas that need improvement. By understanding and optimizing each stage of the funnel, businesses can enhance the customer journey, leading to higher conversion rates and better customer retention.</p>

Funnel Analysis

Funnel analysis: Understand user progression on digital platforms, tailor strategies for each stage.

Glossary

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