M E T I S A

Artificial Intelligence For

Data-Driven Retail Marketing

By Altitude Labs
 Metisas predictive insights empower retailers
to acquire and retain customers like never before

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 Analyzed over US$100 million of sales for 15+ retailers
across luxury, fashion, travel and consumer products

Metisa identifies customer personas in an objective manner and

gives valuable insights into customer retention strategy
Patchun (Hong Kong sauce manufacturer
with 80 years of operating history)

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We integrate with your CRM, online store and marketing tools. We add a
layer of artificial intelligence that drives data-driven marketing

Ad channels
Email
CRM Online Store (Google/
marketing
Facebook)

Customer Cost of At-risk Lifecycle

lifetime value acquisition customers marketing

Customer
M E T I S A Recommendation
Cohort analysis Replenishment engine
segmentation

Digital Marketing E-Commerce

CRM Strategy
Strategy Strategy

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 How We Differentiate:
Unlike existing analytics platforms, we focus on marketing ROI and
profits. Our insights predict what will happen and we tie the results
of marketing campaigns to revenue and profit uplift.
Metisa CRM Systems Data Analytics Solutions
Focused on commerce Yes, our algorithms are No Maybe
tailored for retailers
Focused on Asia Yes, all our pilot stores No Mostly EU and US
are in Asia
Artificially intelligent Yes, our systems are built No, core business is CRM No, mostly rule-based
marketing algorithms to learn over time management and marketing strategies
operations, not analytics
Focused on data-driven Yes, we track revenue No Maybe
marketing ROI and profits uplift on all campaigns
Predictive insights Yes, our insights predict No, analytics show Maybe
what will happen historical data
Custom integrations to Yes, our team is Yes Maybe
serve large enterprise experienced in building
customers system integrations
Scalable machine Yes, we utilize GPU cloud No Mostly no
learning algorithms computing to scale
analysis

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 Get predictive insights based on your customers and their
purchasing patterns
Predicted customer At-risk and customer
Know your customer Single customer view lifetime value lifecycles

Does data support what How can I integrate What is the predicted Which of my customers
my gut tells me about my customer and sales data future value of each are statistically at-risk of
customers? from multiple channels customer? loss?
into a single source of
How can I make truth How do I know how Which of my one-time
business decisions much a new customer customers are most
based backed by data? will spend? likely to convert to
repeat customers?

Customer acquisition
Customer Personas Cohort analysis strategy Recommendations
What does my data tell me Are my marketing How much should I be Which products are my
about my customer initiatives improving over acquiring a customer customers most likely to
personas and the time? for? be interested in?
importance of each
segment? Which channel should I
focus marketing spend
on?

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 Empower your marketing teams to achieve repeatable,
profit driven marketing actions.

Test multiple ideas

Recommendations simultaneously Winback campaigns Lifecycle marketing
Recommend the right Go beyond A/B testing. Winback customers Reach out to one-time
products to customers Test multiple email when they have not buyers with highest
via email based on the marketing ideas purchased in a while likelihood of conversion
products they have simultaneously and track to loyal customers
bought revenue uplift from each
idea

Replenishment Track offline Strategies for

reminders campaigns customer segments Social media strategy
Reach out to customers Track revenue and prot Devise marketing Use insights from your
when they are most uplift from oine strategies for each of customers and their
likely to buy again campaigns your VIP, core and preferences to adjust
potential customers social media strategy

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 Case Study:
ZALORA: Increase Email ROI with
Recommendations Based On Browsing Behavior
and Demographics

Challenge
ZALORA is a fashion retailer in Asia with 10% market share in Southeast Asia
Experienced significant growth since 2012, hitting revenue of US$106 million in 1H 2015
CRM team wanted to refine product recommendations to drive sales and customer retention
through email marketing

Solution
Collaboration on improving product recommendations with CRM and data science team
Analyzed data for their Taiwan subsidiary over the past 12 months and produced product
recommendations for each customer

Results
Running tests on recommendations produced by Metisa
Further collaboration on implementing customer lifetime value and churn rate on marketing
campaigns

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 Case Study:
MISCHA: 3X Click Rate Uplift and Buy Conversions
With Tailored Email Recommendations
Challenge
MISCHA is a vintage luxury fashion bag brand in Hong Kong since 2008
Team comprised of business people and traditional digital marketers who wanted to use
data science to make better marketing decisions

Solution
Ran monthly email marketing newsletter with Metisas product recommendations vs. one
with product recommendations provided by MISCHAs marketing team

Results
3x click rate conversion for Metisas tailored vs. generic marketing campaign
Customers directly bought the products that were recommended

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 Case Study:
Klook: Drive Conversion Rates Using Personalized
Web and Mobile Content

Challenge
Klook is a travel tech company backed by Tencent that is the market leader in Hong Kong for
discovering and booking travel experiences
Keen to adopt data science initiatives to further boost their hockey stick growth and increase
customer retention

Solution
Provided real-time customer predictive insights by integrating directly with their bespoke CRM
system and mobile apps to understand their customers and prioritize marketing strategies

Results
Exploring and testing various data-driven marketing initiatives including product recommendations,
win-back campaigns, VIP promotions and increasing lifetime value on customer segments with
potential
Implementing recommendation engine on their web and mobile interface to increase conversion
rates

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 Case Study:
Patchun: Using Customer Segmentation to Develop
Targeted Marketing Strategies
Challenge
Patchun is a premier manufacturer of brewed oriental sauces and condiments sold in
China, Asia, Australia, Canada and US
As a company with over 80 years of operating history, Patchun relied mostly on traditional
advertising and was keen to explore selling online using data-driven marketing

Solution
Provided real-time customer predictive insights by integrating directly with their bespoke
CRM system to give management insights about customer behavior

Results
Our customer segmentation insights gave the executive and marketing team ideas on how
to retain their customers better both offline and online

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 Sample Insights:
At-Risk Customers
Churn rate is the probability that a customer will stop buying from you on a scale from 0 (less likely to stop buying from you) to 1 (likely
to stop buying from you). Customer lifetime value is the present value of sales that a given customer can be expected to bring you over
his/her lifetime.

Customers with high lifetime value and low churn rate are your loyal customers. Customers with high lifetime value and high churn rate
are your valuable customers that are at risk of loss. You should focus on retaining these customers. A large number of customers with
high churn rate indicate efforts should be put in to convert one-time customers into repeat customers.

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 Sample Insights:
Customer Segments
Customer segmentation identifies groups of customers based on their purchase history. Customer segmentation helps you identify
your very important, core, potential and non-core customer groups. The following diagram explains what the number of customers
and lifetime value says about the type of customers in a segment.

Customer lifetime value

VIPs Core customers

High-value individuals. Build and Major contributors to your business.
maintain a strong relationships with Keep them satised and nd more of
this group them

Number of customers
in segment

Non-core customers Potential customers

Do not spend too much resources Customers in this group can potentially
unless this is a pilot group for a new spend more. Implement strategies to
product that has growth potential enhance CLV for this group

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 Sample Insights:
Customer Segments
The bar chart below shows the lifetime value of each customer segment, the number of customers in each segment and mix of
products purchased by customers in that segment by value.
Core
$3,330,772
Core Core
Has Has
$2,241,866 Potential Potential $2,289,607
VIP
$1,568,661 $1,604,498
$1,051,857

Cluster 0, Cluster 1, Cluster 2, Cluster 3, Cluster 4, Cluster 5,

347 customers 1069 customers 327 customers 499 customers 142 customers 314 customers

Product 1 Product 1 Product 1 Product 1 Product 1 Product 1

Product 2 Product 2 Product 2 Product 2 Product 2 Product 2
Product 3 Product 3 Product 3 Product 3 Product 3 Product 3
Product 4 Product 4 Product 4 Product 4 Product 4 Product 4
Product 5 Product 5 Product 5 Product 5 Product 5 Product 5
Others Others Others Others Others Others

Each color is unique to a single product type

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 Sample Insights:
Product Recommendations For Individual Customers
Metisa produces product recommendations based on what each customer has bought and allows you create email marketing or
web content that is tailored specially for each of your customers like the example below:

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 Sample Insights:
Revenue from New and Repeat Customers
This chart tells you how much revenue you are getting from new and repeat customers. The goal of customer retention is to increase
sales from repeat customers. The goal of customer acquisition is to increase sales from new customers.

$2,500,000

$2,000,000

$1,500,000

$1,000,000

$500,000

$-
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M E T I S A
hello@askmetisa.com

http://askmetisa.com

By Altitude Labs