26th Feb, 2023

Expedia Group : Loyalty focus is beginning to pay off

Expedia changed its strategy in 2022 by shifting its focus from performance-based marketing to a loyalty-focused approach. This shift aimed to grow customer lifetime value and retention, rather than just chasing individual transactions online. The strategy involved investing a significant portion of its budget in marketing, with the goal of tapping into the rising travel demand.

In 2023, the results of this strategy are beginning to pay off. Expedia spent over half of its quarterly revenue on marketing in the last three months of 2022, and it is reported to have entered 2023 with 10% more active loyalty users than any other year. The number of new customers who became loyalty members increased by 60% compared to the same period in 2019.

Overall, Expedia's shift in strategy from performance-based marketing to a focus on customer loyalty has been successful, as evidenced by the growth in the number of active loyalty users and the increase in new loyalty members.

Bloomreach Launches AI Content Generation for Email, SMS, and Push Notifications with OpenAI Integration

This new feature is integrated with OpenAI's language model, ChatGPT, and allows for the automatic generation of email, SMS, and push notification content. The integration of ChatGPT into Bloomreach's platform is expected to provide more personalized and relevant content for customers, which can help increase engagement and drive better results for businesses. The launch of this new feature is part of Bloomreach's ongoing efforts to provide innovative and cutting-edge solutions for digital marketing and eCommerce. Continue Reading >>>

Five Laws of Growth by Elena Verna

I recently came across a fantastic read by Elena Verna on the five laws of growth and I couldn't agree more with her insights. Two of my favorites are having a PMF (Product Market Fit) and building loops rather than a funnel. These concepts are key to driving sustainable growth and I highly recommend checking out Elena's work.

If you're looking to expand your knowledge on growth and marketing, make sure to follow Elena Verna on Substack . She consistently provides insightful topics and valuable insights. Read more >>>

LTV:CAC is a misleading metric to measure performance — here’s what to track instead

It is true that the LTV/CAC (Lifetime Value to Customer Acquisition Cost) ratio is just one metric and may not provide a complete picture of a business's success from a customer retention perspective. While the LTV/CAC ratio measures the efficiency of acquiring customers and the potential return on investment, it does not take into account other important metrics such as Annual Recurring Revenue (ARR) and Monthly Recurring Revenue (MRR), which measure recurring revenue over a specified period of time.

For a true assessment of a business's success from a customer retention perspective, it is important to consider a range of metrics that reflect both customer acquisition and retention efforts. In addition to LTV/CAC, metrics such as ARR, MRR, customer churn rate, customer satisfaction, and customer loyalty can all provide valuable insights into the health of a business and the effectiveness of its customer retention strategies.

The article "LTV/CAC is a Misleading Metric to Measure Performance, Here's What to Track Instead " argues that the commonly used metric of Lifetime Value (LTV) to Customer Acquisition Cost (CAC) ratio is a misleading way to measure the performance of a business. The author argues that the LTV/CAC ratio does not provide a complete picture of the customer journey, and that businesses should focus on other metrics such as customer engagement, customer retention, and customer referrals. The article suggests that businesses should use a combination of metrics to gain a more comprehensive understanding of their performance and make data-driven decisions. The author concludes that while LTV/CAC is a useful starting point, it should not be relied upon as the sole metric to measure the success of a business.

How to Build a Growth Team - Reforge

The article "Build a Growth Team " from Reforge provides insights into how to build a successful growth team for a company. The article covers the following key topics:

1. Define the growth team's mission: It is important to have a clear understanding of what the growth team is trying to achieve and what its priorities are.
2. Align with the company's strategy: The growth team should be aligned with the overall company strategy and work towards the same goals.
3. Hire a diverse team: A growth team should be made up of individuals with different skills and backgrounds to bring a variety of perspectives to the table.
4. Create a culture of experimentation: The growth team should embrace a culture of experimentation and be willing to take risks in order to find new growth opportunities.
5. Establish metrics and KPIs: The growth team should have a clear understanding of what metrics and KPIs they are working towards and how they will measure success.
6. Continuously evaluate and optimize: The growth team should continuously evaluate their approach and make changes to optimize their performance.

The article provides a comprehensive overview of the key elements to consider when building a successful growth team and provides valuable insights for companies looking to drive growth. Read the complete article >>>

mParticle + LiveLike

LiveLike’s interactive widgets, live chats, and loyalty programs can now be powered by the comprehensive consumer profile available in mParticle. mParticle’s integration with LiveLike enables brands to bring the 360° customer view available in mParticle into LiveLike, the most complete digital experience platform, empowering teams to use customer data to deliver immersive customer experiences that increase user engagement. Continue reading >>>

Cast your vote on CDP

Upcoming Events

CELP Dubai - MoEngage

CELP is a cohort-based program to equip you with the skills and knowledge required to grow your career in CRM and Growth. Becoming a growth leader requires a holistic understanding of the customer lifecycle as well as the strategies and tactics required at different stages to drive engagement.

After the resounding success in December ’22, CELP is back in?Dubai. In the in-person workshop, you’ll learn frameworks to build long-lasting relationships with customers and work out your growth muscles through a real-life capstone project. Apply Now >>>

RESHAPE on Tour - Dubai Insider.

RESHAPE On Tour brings together marketers, digital disruptors, and e-commerce professionals worldwide and leading Middle Eastern brands in an exclusive invite-only event in Dubai. Get ready to hear from industry experts on the hottest CX trends to look out for in 2023. In an intimate product roadmap session, we will showcase the latest developments in the Insider platform, including the newest channels like WhatsApp.

Reshape On Tour will exclusively take place on the yacht at D-Marin Business Bay Marina. Register your interest >>>

Leaders in Mobile Growth Dubai - Branch Braze mParticle

Opportunity to attend the Leaders in Mobile Growth Dubai event. At this event, you will learn from the experts in the industry and your peers about the latest and emerging mobile growth strategies. You will also discover how to leverage data and convert it into incremental business revenue. This is a unique opportunity to hear first hand how top companies are implementing their strategies and winning in the digital age. Register now to secure your spot !

Winter 2023 Product Webinar - Braze

The Winter 2023 Product Webinar by Braze provides an opportunity for attendees to get an exclusive look at the latest features offered by the company. The webinar will cover comprehensive features to enhance content and maximize channel usage, flexible data and analytics tools to streamline activations and performance, and collaboration tools to easily manage and optimize workflows. The webinar will feature Haley Trost, Lexie Haggarty, Elijah Stevens, Jojo Zieff, and Brandon Hughes, who are all Senior Product Marketing Managers at Braze. The webinar is available on-demand for those who are interested in learning more about Braze's platform and how to get the most out of it. Watch On-Demand >>>

Job Announcements This Week