Mailchimp predicts future purchases and calculates lifetime value
But you probably don’t want to ask customers to write in their genders in your email form. That adds needless friction to the sign-up process. To help, Klaviyo and Mailchimp offer predictive analytics that can automate this type of segmentation. Both Mailchimp and Klaviyo’s predictive analytics tools focus on customer lifetime value (CLV), using purchase patterns and past behavior on an e-commerce website to divide customers into high, moderate or low CLV groups.In addition to CLV prediction, Mailchimp offers a likelihood to purchase feature, where users can view segments of customers who are most and least likely to make future purchases.Mailchimp also has a lookalike audience finder that lets you leverage CRM data latestdatabase.com and Mailchimp audience data to reach out to the people who most resemble your existing customer base. A Standard plan is required to use Mailchimp’s predictive analytics features. Klaviyo calculates lifetime value and predicts gender. Klaviyo’s predictive analytics tool is more nuanced and easier to customize than Mailchimp’s. Instead of viewing three CLV levels — high, medium and low value — Klaviyo users see a spectrum of historic and predicted CLV. Klaviyo’s tool also highlights any returned orders and churn risk. Marketers can see how much time passes between a customer’s orders, and the date when their next order can be expected.
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Source: Klaviyo Klaviyo’s predictive model updates itself at least once a week, so you can segment customers by CLV using almost-real-time data. It also includes a gender prediction feature, which uses a customer’s first name and past census data to help businesses segment their lists by gender and remarket accordingly. What’s the difference? Mailchimp’s predictive analytics are simple and easy to use. The interface sorts customers into three categories based on customer lifetime value (CLV). Klaviyo’s are more sophisticated — and intimidating. Klaviyo analytics rely more on spectrums than categories, and encompass metrics beyond CLV, like churn risk. Klaviyo will predict a customer’s gender.
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