Thinks 800

WSJ reviewing “How Big Things Get Done”: “Mr. Bent Flyvbjerg identifies two common flaws in developing large-scale projects: inadequate planning and prolonged execution. Managers and politicians have a bias for action, he says, often treating planning as an annoyance that must be endured before the real work begins. Imposing tight deadlines for completion may end up adding costs and time, because the easiest way to craft a tighter schedule is to short-circuit the planning process. Rushed planning can result in problems that crop up later, generating delays that push up the cost. Thorough planning, in Mr. Flyvbjerg’s view, should be followed by quick execution: The biggest source of risk, he says, is low-probability events—black swans—that occur after the start of construction or implementation. This is the time when a pandemic, a burst of inflation, a labor dispute or a natural disaster can delay even the best plans and upend cost estimates. The way to mitigate the risk, he says, is to “think slow, act fast,” investigating the project carefully on the front end but then, following the decision to proceed, moving full speed ahead.”

Richard Fulmer: “The rule, “from each according to his ability, to each according to his need,” creates incentives to demonstrate minimum ability and maximum need. Poverty is the inevitable result.” [via CafeHayek]

Burton Malkiel (of Random Walk fame): “My view is that the case for passive is stronger than ever. More than half of fund assets are in index funds, and the reason for the success is that the evidence just gets stronger and stronger that index investing is not mediocre investing, it is above-average investing. I’ve done empirical work over the course of 50 years, and SPIVA [the S&P Indices Versus Active scorecard] has done work showing that over the past 20 years about two-thirds of active managers are beaten by the index, and the rough third of active managers that win in one year aren’t the same ones that win in the next year. Compound that over 10 years, SPIVA finds that 90% of US active funds underperform their benchmark index.”

WSJ reviews “Outsmart Your Brain”: “Memory retrieval feels hard at first, like failing to do a pushup. But that’s precisely why it works. You must build new muscle…Mr. Willingham counsels that although rereading notes and books are among the most common strategies for studying—they quickly render the material familiar and therefore feel productive—they are among the least effective. Better to prepare study questions and try to answer them. Memory retrieval feels hard and useless at first, like trying and failing to do a push-up, but that’s precisely why it works. You must build new muscle…From the chapter on staying focused: We all know the advice to work in quiet locations and silence our phones, yet some of us still try to multitask or quickly answer texts in the middle of a thought. We underestimate how long it takes to get back on track after switching attention from one thing to another.”

Economist: “Advertisers pay handsomely for access to Google’s users, not least because they are typically only charged when someone actually visits their website. The revenue of Google’s parent company, now called Alphabet, has grown at an average annual rate of over 20% since 2011. In that period it has generated more than $300bn in cash after operating expenses, the bulk of it from search. Its market value has more than trebled, to $1.4trn, making it the world’s fourth-most-valuable public company. Unlike Apple and Microsoft, its bigger middle-aged tech rivals, it has not felt the need to reinvent itself. Until now.”

The Marketer’s ORCs (Part 10)

ORC #7: Same experience or differentiate

While there is data to help create differentiated experiences online, it can be much harder in the offline world. We have all seen this in our interactions with brands. It is only when we reach the checkout counter that they can really know who we are – and that too, only if there is a loyalty program where we identify ourselves with a membership card or our mobile number. Until then, through the entire shopping (or dining) experience, the store (or restaurant) has no idea who we are and what our lifetime value is. Servers thus have no way to create special and memorable experiences for us.

This is different for airlines. Right from when we arrive at the airport to receiving our baggage, they can create better experiences for their loyal customers based on the membership tier. From priority check-in to possible upgrade to better inflight service to quicker delivery of baggage, airlines can wow their Best customers. Hotels and banks can also do that in some scenarios once we identify ourselves.

Brands would obviously like to create differentiated experiences because there is an awareness that Best customers do make a substantial contribution to revenues and profitability. The question is how.

Help is at hand with eXtreme Retention Tokens (XRTs). I wrote in Extreme Retention = Profit-centric Marketing: “Extreme Retention builds on the blockchain to ensure complete transparency. The Mu token rewards attention and data, with the marketer in complete control on who to incentivise. The XRT can be thought of as an NFT which opens a world of privileged experiences for the Best Customers – so they can keep coming back for more and bring their friends, thus maximising their category spend with the brand…The Brand XRT is stored in a mobile wallet and cannot be transferred or traded. It uniquely identifies the specific customer and bestows rights and privileges for fostering differentiated and exclusive experiences.…Let us imagine how our lives as customers will be different in the XR world…I go to the nearby electronics store looking to upgrade my phone. At the entrance, I scan the brand XRT and I am immediately identified as a Best customer. The store manager walks up to me, welcomes me, and immediately connects me to the best salesperson who can guide me through my purchase. I don’t have to wait in line at the checkout counter. All in all, a delightful experience which makes me want to come back for my next purchase…The XRT enables offline stores to bring that same level of personalisation and elevated experience that their Best customers deserve.”

**

Conundrum: how can offline retailers identify their Best customers and create unique experiences for them

Insight: customers need to be identified when they enter a store and not when they are ready to pay and exit

Solution: an NFT on the customer’s mobile – the XRT

Thinks 799

Noah Smith (from 2020): “One of the scariest scenarios for the 21st century is that of a zero-sum world, where low productivity growth convinces people that the only way to get rich is at someone else’s expense. That sort of dog-eat-dog world would see intensified conflict and political instability. But cheap energy, even more than other kinds of innovation, offers the potential for the world to return to the sort of positive, future-oriented, growth-oriented, win-win culture that we sometimes managed to achieve, in some places, during the 20th century. It’s the future we thought we had lost, but which we might finally get after all.”

FT: “The more we use technology to insulate ourselves from the discomfort of asking questions, the more fearful we might grow about doing it face to face. One academic told me the vast majority of his students “are really up for it” but seem too nervous to take “that final step”. He got so frustrated by the silence in lectures he brought in one of his child’s soft balls and told them: “I’m going to chuck this out and whoever catches it has to ask me a question. Any question.” He says they looked at the ball like it was a hand grenade. Yet asking someone questions face to face can be the best way to make sure you really understand something. I have sometimes asked people to sketch diagrams for me too. This matters if your job involves clear communication — otherwise you can end up regurgitating technical terms because you don’t have the confidence to put them into plain language…Fear of looking ‘stupid’ holds us back from understanding the world better.”

BCG: “The success of any Web3 loyalty offering will entail pairing utility to issued tokens. The utility spectrum can span physical, social, or pure digital utility. Physical utility involves coupling access to real products and services to the digital asset, such as an NFT that grants access to a redeemable product. Tokens can also have social utility in the form of access to community events, VIP benefits, or exclusive brand voting rights. Digital utility extends privileges and access to the digital world in the form of metaverse events, virtual meetups with brand ambassadors, or in-game use of tokens.”

Sam Harris: “I’ve learned about the power of incentives, because as much as I’ve wanted to get back to writing books, having a podcast has shown me that–this won’t surprise you as an economist–but like virtually everyone, I am a creature of incentives, and all of the incentives are aligned away from writing books at the moment. Podcasting is easier, I reach many more people, and it’s a better business. So, for me to go back to writing and embrace the opportunity cost of writing at the moment, I really have to decide, ‘Well, I don’t care about doing the harder thing. I’m happy to do the harder thing. I don’t care about reaching fewer people. I don’t care about it taking much longer to reach those fewer people. And, I don’t care about losing money.’ So, all the incentives are wrong for writing my next book…I think I will ultimately do it, because I think writing is just a muscle. As a thinker, you need to work and you really don’t think as clearly as you can unless you’re writing your thoughts and finally producing the sentence that you think is the best version of any specific thought.”

Mint: “Not so long ago, in the 1990s, travelling in air-conditioned coaches was considered a luxury by India’s middle class. And then came the game changer: AC three-tier coaches, which promised AC travel at affordable prices, which married the comforts of AC travel with the economy of the humble sleeper class. It demonstrated how price-sensitive the Indian market was. This story played out in the Indian skies as well. India’s fast-growing middle class embraced low-cost airlines (perhaps the equivalent of AC three-tier trains) that promised relatively affordable air travel. The steady growth of Vistara seems to suggest two things. India’s fast-growing middle class – which may already be the size of the US population – has begun climbing up the value chain. It is a consequence of the economic boom and the steady rise in standards of living after 1991.”

The Marketer’s ORCs (Part 9)

ORC #6: Reacquire or Reactivate

As marketers seek to grow their active customer base, they do a lot of paid acquisition. Over time, a large percentage of these customers become inactive. The question that marketers face is whether to try and reactivate them through existing push channels (owned by the brand) or reacquire them via retargeting campaigns on paid media (Big Adtech). The cost of using owned media is a fraction of paid media, but most marketers opt for the latter because they are unable to get their customers to listen to them on the push channels. These reacquisition campaigns can be a big drain on marketing budgets.

Ironically, the inactivity of existing channels is in part a result of marketers not building better relationships with them. Because push channels have remained largely unchanged in their capabilities, marketers have been unable to get past the twin problems of attention recession and data poverty. Also, with 85-90% of the budget being directed towards new customer acquisition and retargeting of inactive existing customers, the focus on existing customers and keeping them interested is low. Thus, marketers get trapped into a negative feedback loop with the worst possible spending – reacquiring and retargeting existing customers on expensive paid media.

There are two solutions which can address the reactivation problem: hotlines and Progency (product-led agency). Hotlines can help marketers build two-way interactions, while Progency can make reactivation like performance marketing where payouts are linked to outcomes.

As I wrote in The Coming Martech Era: Driving Exponential Forever Profitable Growth: “Reactivation is the missing link in the customer engagement chain. The reality is that customers do become inactive. They start ignoring brand messages and are as good as lost. But the brand still has a hotline to them in the form of an email address, a mobile number or a still installed app. How can this connection be used to reactivate the customer? Instead of a laundry list of offers, perhaps some interesting content can ignite interest. Instead of treating the customer as part of a big segment, a narrowcast message based on specific affinities could do the trick. Reactivation is hard, so allowing customers to become dormant should be avoided. But it is still cheaper than reacquisition which entails using Google-Facebook and spending many times more.”

I then added: “The progency can…work on the “Test” customers and reactivate them by using push messaging, rewards, affinity-based content, the full stack DXP (digital experience platform), and a touch of paid media if needed. The key point is that the progency takes complete responsibility for the dormant database and delivers activated customers at a lower price point than what reacquisition would cost.”

A metric to track is the reacquisition ratio. I wrote in Martech’s Magicians: Microns, Micronbox and µniverse: “My belief is that a third of all acquisition is actually reacquisition. No brand that I have spoken to is actually tracking this. It is not difficult to track. For every new paid acquisition, a brand needs to simply look at its database and see if that email ID or mobile number was in the customer database. The reacquisition ratio is the number of reacquired churned customers to the total acquisitions being done. The higher the number, the greater the waste. Brands should then use reactivation techniques as an alternative to reacquisition via ad platforms.”

To summarise: reacquisition via Big Adtech should be a last resort, not the first port of call. Ideas like hotlines and Progency can help marketers reduce dormancy and in the event that it happens, lower the cost of bringing the relationship back to life.

**

Conundrum: what to do with inactive customers – try and reactive them with push messages or reacquire them via paid media

Insight: reactivation can cost a fraction of reacquisition

Solution: use hotlines (using AMP for interactivity in emails and Atomic Rewards as incentives) and Progency (product-led agency) to help drive reactivation

Thinks 798

Graham Duncan: “How close to that 10 can you get when you’re first getting to know someone and deciding whether they are a fit for your team? When I started making those sorts of judgments about people, I’d guess my average was a 3. I’ve since done thousands of interviews, spent just as many hours talking to references, and helped hire hundreds of people—as consultants for a research firm that I helped run right after college, and since then as analysts and investors in my role investing large pools of capital.  Now, when I’m in the zone and the conditions are right, I think I can sometimes get to a 7. A lot of people, in my industry and others, see all of this as a drag, a distraction from the central mission of their team. But I’ve come to consider it the most important skill for anyone building teams—and to believe that, to the extent I have any unique skill, this is it. In the work context, managing the complexity around people is the most important skill for anyone building a business. As the gaming company Valve puts it: “Hiring well is the most important thing in the universe.”” See the reference guide at the end.

Shankkar Aiyar:  “An abiding truth about governance in India is that it excels in projects – whether it is Jan Dhan Yojana or rural electrification — but struggles to reform processes which determine efficiency. The crux of success rests in the alignment of national goals with systemic reforms in the states to propel growth. A mystifying paradox is at play in India’s political economy – of attention and inattention. There is much debate and audit of the Union Budget and almost none about the budgets of state governments.”

Jeremy Tate: “Socrates never wrote a term paper. Active participation trumps essays in classical education….The more permanent fix would be to rethink the way teachers judge a student’s mastery of classroom material and come up with an option that doesn’t rely on essay writing. The essay hasn’t been banished from classically minded institutions. Rather, the more personalized, discussion-centric model of instruction by its nature renders essays a secondary tool. Students that skip their homework won’t be able to hide for long when asked to offer an opinion on last night’s reading. For centuries, the classical curriculum was the norm, rather than the exception. In the modern era, however, the march toward factory-style education replaced the old ways with more specialized studies delivered in lecture form. Perhaps it’s time to rethink this change. The classical method survived as long as it did because it fostered critical-thinking skills that can then be applied to any category of specialized study.”

Dallas Innovates: “John Carmack, the iconic Dallas game developer, rocket engineer, and VR visionary has pivoted to an audacious new challenge: developing artificial general intelligence—a form of AI that goes beyond mimicking human intelligence to understanding things and solving problems. Carmack sees a 60% chance of achieving initial success in AGI by 2030.”

Pramarth Raj Sinha: “India needs its best minds to work on and significantly impact the world’s toughest problems. For this to happen, our best faculty and students need to carry out cutting-edge research. Unfortunately, teaching and research have often been delinked in our country, despite the fact that it is research excellence that powers teaching excellence, and vice-versa. New thinking and insights from research-active teachers create an engaging classroom experience. In turn, inspired young minds are motivated to research solutions to intractable problems.”

The Marketer’s ORCs (Part 8)

ORC #5: Browse or Search

In the early days of the Internet, Yahoo had a directory format enabling visitors to browse categories in their quest for websites. This is how it looked in 1997 (sourced from Version Museum).

And then along came Google with its search box interface (courtesy UXdesign):

And we know who won!

A similar conundrum awaits marketers managing ecommerce sites. Product discovery is the key for conversions. A product may be in the catalog but if it doesn’t show up in front of the customer, it is not going to get sold. As consumers, our typical behaviour consists of a mix of browsing the category pages or using the search bar. Google has taught us through the years the power and delight of good search results. Yet many ecommerce sites do not have good search results – meaning that an item is in the catalog and possibly visible via page browsing but does not show up in the search. The conundrum for marketers is whether to stick to the default search engines that come up with many commerce platforms, try and build their own, or use an off-the-shelf SaaS solution (like Unbxd, a Netcore company). A good site search engine can enhance product discovery and thus deliver revenue uplift almost immediately.

As an Unbxd blog writes: “Not all shoppers on your eCommerce website come looking for a product they have already thought of. While many shoppers know what they want, some are impulsive shoppers. Some of them just finished chatting with a friend who’s referred you, and that’s why they are on your site out of curiosity. Some love browsing through your product categories, while others simply compare products (which means they might have come from a competitor or clicked through an ad or a banner within Google or Amazon.) 30% of all shoppers use the site search within your eCommerce store. Interestingly, half of the people who use site search end up buying something on your Site – which means a conversion rate of 50% for the cohort of people who search. This makes it more vital for you to retain your shoppers and have them coming back for more. These numbers indicate that shoppers who use the inbuilt search system are more likely to buy from your store because searching for a product shows a higher inclination to buy. Hence, as an eCommerce store owner, your search results page must display products they are looking for or are more likely to buy.” Relevancy is what matters most in a good site search engine.

Marketers need to take site search seriously to avoid the fate that befell Yahoo.

**

Conundrum: how best to solve product discovery – category pages and default search software, or a very good site search engine

Insight: a good site search engine can lead to big increases in conversions

Solution: switching to a better product (like Unbxd) can improve shopper experience dramatically

Thinks 797

Miklós Dietz: “This is the single largest economic transformation in the history of the planet. For ten thousand years, everything—the whole economy—was organized across traditional industry lines, and now it’s breaking up. It’s getting reorganized across customer needs…People don’t want a mortgage. They don’t want home insurance. They don’t want a real estate agent. They want a home. Of course, historically and traditionally, we have forced people to go to six different places to line up and fill out hundreds of pages. Our belief is that the future is about delivering what people need: if you need a home, you will basically only need to find one process through which you can find the right place, get it financed, move in, renovate, and even sell it—all in one glorious and integrated journey.”

NYTimes: “The most compelling reason for taking a brain break is that it may improve your ability to do quality work. A 2022 systematic review published in the journal PLoS ONE found that even short breaks lasting 10 minutes or less reduced mental fatigue and increased vigor (meaning the willingness to persist when work became difficult). These breaks especially improved performance on tasks requiring creativity and less so for activities like basic arithmetic. The analysis found that the longer the break, the better the performance boost. Since few of us can take unlimited breaks, the trick is to use the time you have wisely — even if that means ignoring your boss’s dirty look as you fiddle with a Rubik’s Cube.”

Warren Buffett: “When leverage works, it magnifies your gains. Your spouse thinks you’re clever, and your neighbors get envious. But leverage is addictive. Once having profited from its wonders, very few people retreat to more conservative practices. History tells us that leverage all too often produces zeroes, even when it is employed by very smart people.” [via Mohit Satyanand]

Bill Ackman: “I’ve always had this view that success is not a straight line up. If you read the stories of successful people, almost every successful person has had to deal with some degree of hardship, whether that hardship is personal hardship, health-related hardship, or a business issue. I’ve always had the view that how successful you are is really a function of how you deal with failure. If you deal with failure well and you persist, you have a high probability of being successful.” [via Shane Parrish]

Jitha Thathachari: “When it’s 10x easier to fake it than to make it, fakes will always outnumber the truth…The general principle is: When it’s easy to showcase a veneer of “work” without doing the work itself, then 99% of the work you see will not be real. When it’s easy to generate content without writing it yourself, then 99% of content will be AI-generated. And if 99% of content is AI-generated, you’re better off assuming that 100% is AI-generated. When you see any content online, the default assumption will be: this has been written by an AI. This won’t happen tomorrow. It might not happen for the next three years. But inevitably, it will happen. The Internet will become “a market for lemons”.”

The Marketer’s ORCs (Part 7)

ORC #4: Pull or Push

There are two ways existing customers return to a brand’s properties (website and app): they are pulled by the brand power and do it on their own, or they see the push messages sent by brands and then click on a link. The latter has four options: email, SMS, push notifications, and increasingly, WhatsApp.

The conundrum for marketers has been about the balance between push and pull: brand marketing versus push marketing. Brand marketing is about the emotional connection and becoming a utility in the customer’s life, so they return to the property whenever they have a need. Push marketing is about crafting the right content and creatives to ensure the messages sent are opened and acted on. In both scenarios, the objective is the same: ensure a visit because the conversion takes place on the brand’s property.

The problem is that the vast majority of push messages sent are largely ignored by customers. Email open rates are low, SMS read rates (in India) are even lower, and push notifications are blocked by many. Marketers too have overdone the push messaging in their desire for clickthroughs. If consumers do not react to the push messages and don’t have the brand pull, then the only path left to the marketer is to retarget the customer on the adtech platforms – a very expensive proposition considering that an acquisition cost was probably already paid for. This problem of attention recession and limited activity on the brand’s property also limits the data marketers have about the customer to do personalisation.

Good news is on the way. In many markets, WhatsApp has opened up for business. Its primacy in the end customer’s life for personal messaging allows brands (for a fee) to insert themselves into the message flow. In markets like the US, pricing changes on SMS have increased its popularity, especially because 2-way interaction is possible. The biggest bang is coming via email, with the power of interactivity (AMP with Email 2.0) and gamification (Atomic Rewards with Loyalty 2.0). Interactivity is also coming to notifications. In short, the 1-way push channels are becoming 2-way conversion funnels. This transformation into “hotlines” is the big shift marketers have to prepare for.

I had previously written in Hotline: The Crux of the Brand-Customer Relationship: “Building the hotline with existing customers is the only way brands can get their attention and solve for data. It is one of two ways to bring customers back to the properties (app and website) – the second method being big spends on branding. The hotline is the trick marketers have missed in the two other obsessions – new customer acquisition and adding bells and whistles to the app and website.”

As I wrote in Of Hotlines and Properties: “Hotlines are the antidote to AdWaste. Smart marketers would have known that half their spending is being frittered away, but without the ability to make their push channels work, they had no alternative. This is why Email 2.0 is so important. It gives marketers control over their own budgets, rather than relegating them to becoming collection agents for the likes of Google and Meta. They can rechannelise the AdWaste spend towards their own customers and delight them. In other words, pay customers, not Big Adtech.”

So, marketers need to make the switch not just from Adtech but also from brand marketing to converting their push channels to hotlines, and strengthening their customer relationships by solving the twin problems of attention recession and data poverty.

**

Conundrum: spend more on brand marketing or push channels to bring existing customers back to the properties

Insight: Push channels are becoming 2-way enabling conversions closer to the customer

Solution: Email 2.0 hotlines with innovations like AMP and Atomic Rewards

Thinks 796

strategy+business: “There are missions, and then there are missions. One type of mission is an achievable task with a fixed goal that is often tactical and short-term in nature. The other mission is a high-level aspiration that provides direction and motivation to an organization over a long period of time. Leaders who mix up the two can put the future of their companies at risk…Don’t mistake a goal—no matter how big, hairy, and audacious—for a compelling organizational mission. You can achieve a goal and put it behind you, but a mission is always up ahead and just beyond your reach.”

Shane Parrish: “To win, you have to avoid losing. The first thing chess masters do after an opponent makes a move isn’t to think about strategy or winning but rather to ask themselves: what’s the threat? Avoid stupidity before seeking brilliance.”

Noah Smith: “Why is India the most important development story on Earth? Two reasons. First of all, sheer size; as of this year, India is the world’s most populous country, overtaking a now-shrinking China…I have to say I’m optimistic about India. Development seems to have a momentum that’s as much psychological as economic — once the people of a country know that they can achieve rapid growth, their hunger is whetted for more. The reforms of the 1980s and 1990s didn’t get India all the way to developed status, but they gave Indians a golden 25 years during which they started to realize just how great their country could become. And I think much of the rest of the world realized it as well. So now is the time to keep pushing, with bold, persistent experimentation.” This is part of The Developing Country Industrialization series.

NYTimes: “Perhaps you spend hours replaying a tense conversation you had with your boss over and over in your head; or maybe you can’t stop thinking about where things went wrong with an ex during the weeks and months after a breakup. If you find that your thoughts are so excessive and overwhelming that you can’t seem to stop them, or if they’re so distracting that you’re falling behind on responsibilities at work or at home, you’re probably experiencing rumination, said Dr. Tracey Marks, a psychiatrist in private practice in Atlanta. While rumination is not a mental health condition, it can be a symptom of a larger problem. And in some cases, it can become so encompassing that it requires intervention, Dr. Marks said…What matters most when it comes to rumination is how your thinking makes you feel, Dr. Marks said. If your thoughts are causing distress, anger or anxiety, or if your rumination is pulling you away from important things in your life, that is when it’s a problem.”

Michael Munger: “Capitalism, however, also creates concentrations of economic power because of the ability of successful investors and entrepreneurs to gather large amounts of wealth. Ownership in a capitalist system is both the mechanism for raising liquid capital—by selling shares that are claims against the value of future profits—and a means of controlling substantial resources independent from state direction and control. The private ownership of tools and materials that characterize a market system are on a much smaller scale than the ownership of land and a controlling interest in the shares of joint stock corporations. Nations that do not have the corporate form of private ownership are likely to run up against capital constraints, as it is difficult to generate liquidity on a scale, and in a time frame, that allows the successful exploitation of profit opportunities.”

WSJ: “Mr. [George] Will is fond of an old joke: The first law of economics is, scarcity is real; the first law of politics is, ignore the first law of economics. “Everyone’s agreed on that,” he says. “They say Social Security’s trust fund will be exhausted in 10 years, at which point there will be a mandatory cut of 18% for all benefits. No there won’t. We’ll use general revenues, we’ll go on borrowing.” He ends this polite tirade against the political consensus with a perfectly Willian formulation: “People always ask, ‘What’s the biggest threat to American democracy?’ The biggest threat to American democracy is American democracy. It is the fact that we have incontinent appetites and no restraint on them.””

The Marketer’s ORCs (Part 6)

ORC #3: All or Best Customers

Other than airlines, banks and hotels, which verticals provide differentiated experiences to some of their customers? We, as customers, will be hard pressed to come up with answers. Yes, many brands have loyalty programs but they are more for giving discounts on future purchases rather than crafting extraordinary experiences for those customers with the highest customer lifetime value (CLV). In fact, few marketers would be able to predict CLV for their customers, and without CLV it is difficult to segment their customers, and without segmentation, it is impossible to go the extra mile for some customers.

A few quotes from Peter Fader: ““The Customer” does not exist because every customer is different…The customer is not always right. The right customers are always right…In the world of customer-centricity, there are good customers…And then there is everybody else.” And this from Sunil Gupta: “According to the familiar 80-20 rule, 20 percent of the customers provide 80 percent of the revenue. However, research shows that if we focus on profitability instead of revenues, the rule would be 200-20, where 20 percent of the customers provide almost 200 percent of the profit!  How is that possible? Because the remaining 80 percent of customers actually destroy profitability.

Just think about our own experiences with brands where we are loyal and thus very likely to be among their Best customers. Have they done anything special for us – other than (in some cases) running a loyalty program with rewards linked proportionate to our spending? Book publishers, multiplex owners, restaurants, retailers, online marketplaces – almost every business treats us all the same. In most cases, they have no idea about us. But isn’t that what a marketer should do? Convert the anonymous into the identified, and the identified into intimate. Our digital devices and footprint can make all this possible. And once the data is available, algorithms can predict CLV and lay the ground for what I have termed “Velvet Rope Marketing.” VRM is the answer to the marketer’s conundrum of separating the Best from the mass, the profit drivers from the lossy engagers.

As I wrote in Velvet Rope Marketing: “Velvet Rope Marketing (VRM) is much more than a loyalty program. In a loyalty program, anyone can sign-up and collect points. In a VRM program, it is the brand that decides which customers are eligible for the differentiated experience. Many companies have a loyalty program, but very few do VRM. By missing out on deepening relationships with their best customers, they are losing out on opportunities to increase their profits – because Best Customers can be many times more valuable than the median customers.” I added in Best Customers and Velvet Rope Marketing: “[Brands] have the data, and yet they treat everyone the same. Not just same, it is like everyone is visiting their site or store for the first time and will never come back. Brands are thus missing on the most obvious opportunity to grow revenue and profits – in fact, create a flywheel that can lead to accelerated growth. Because Best Customers (top 10-20%) are many times more valuable than the Rest Customers (long tail). The lifetime value of the Best Customers, their lesser propensity to switch, their ability to get more customers like them – all can become high value generators for brands. And yet, few brands do this in practice. This is the big mystery in the modern marketplace.”

This conundrum has a simple answer: create a separate business unit for Best Customers. As I wrote: “VRM needs to become much more than a marketing initiative – it is a powerful weapon the CEO can deploy for boosting profits. By getting more from existing customers who have the highest spend, the business also takes away revenue and profits from competition – thus denying them the oxygen needed for growth. This can create a profits flywheel – Best Customers spend more because of the great experiences they get, which in turn can help beget more Best Customers (either from the Rest, referrals or targeted new customer acquisition), which in turn drives even more profits. This lays the foundation for building an invincible business – with the twin moats of extreme customer loyalty and maximising industry profits.”

**

Conundrum: Focus on all customers or create differentiated experiences for a few

Insight: 20% customers bring in 60% revenue and 200% of profits

Solution: Velvet Rope Marketing to use customer lifetime value to craft extraordinary experiences for Best Customers