ADTEK.

co
Growth Marketing Agency
Grow your business via Growth Strategy
backed by data and Digital Transformation.
ABOUT US

Our core values

Adtek was founded in 2021 with the mission is to digitize businesses in
Vietnam to grow their sales and optimize their costs. Unlike other ● Put clients’ interests ahead of the company’s.
agencies, we dive deeply into their business problems to provide the best ● Maintain high demand for work.
solutions backed by data analysis. Our services include: ● Problem-solving & data-based approaches are the ways of working.
● Growth consultancy ● Optimize clients’ resources cost-effectively.
● E-commerce Management
● User Acquisition
● CRM consultancy
● Integrated Marketing Campaigns.
Speak profile

Tin Le - CEO

Former Head of Online Marketing, Shopee Vietnam

Tin has more than ten years of experience in Growth Marketing and E-
commerce and worked for top tech companies in Vietnam such as
VNG, Vingroup, Lazada, and Shopee. For the past 4 years, Tin was in
charge of Head of Online Marketing at Shopee and was responsible for
growing Shopee user base. Digital Transformation and Growth
Marketing are Tin’s passions.
How to retain customers by CDP

02 Jan 2022
 1 Customer Journey in Ecommerce
CONTENTS 2 Common churn reasons & treatments
3 Lifecycle churn prevention framework
4 CDP use case 1
6 CDP use case 2
7 CDP use case 3

Private & Confidential 5

Customer Journey in Ecommerce

Day 0 Day 1 Day 2 - 28 Day 30

Visit website
Register account Search product View product Add to cart Purchase
Install app

Keep app but Active but not Registered but

inactive registered not purchase

Uninstall app Churn Churn Churn Churn Churn

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 Common churn reasons & treatments
Visit website
Register account Search product View product Add to cart Purchase
Install app

● They don’t see ● Poor ● Can’t find ● High price. ● Wait for ● Have bad an CX
what they saw Interactions: products they ● Poor product promotions to with their first
on the ads. Lack of triggers are looking for. description. checkout. orders.
● Poor onboarding: to register for an ● High shipping ● Bad CS services
Churn reason The UI / UX is account. fee. ● Don’t have
not friendly and loyalty program
not relevant to to encourage
them. them to buy
more.

Treatment Use CDP to: Use CPD to: Suggest products ● Use CDP to: ● Notify them the ● Use CPD to
● Improve personalize and they are searching ○ Personalized price dropping. predict which
onboarding UX gaminify their for. price / bundle ● Auto offer them customer
by understand experiences based deals for highly voucher to segments are at
who they are, on their intent-to-buy encourage them risk to improve
where they come behaviours: customers. to buy. CX.
from and what ○ Show them ● Revamp the ● Personalize their
they are looking personalized product ads content (FB
for to show the products + description in the ads, GG Ads)
relevant products personalized way of demo how based on their
to them or vouchers. the product can purchase history
deliver them ○ Personalized show the and others’
faster time-to- flash sales. customers’ purchases.
value. ○ In-app games: problems rather
spin the telling them what
wheel, lucky the product has.
prize…

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Simple lifecycle churn prevention framework
New app installer New user Early life user Mature user
(Just installed app) (Just registered) (1 - 5 orders) (>5 orders)

Use CDP to recommend

Install app relevant products based
on their purchase
historical data.
CDP use
case
Yes Early-life churn
Register? Register Upsell / cross sell
prevention

No Yes
CDP use
case Welcome series High
Auto push No
(New user benefits) churn Mature buyer
notifications, popup score
Life Cycle Use CDP to
checkpoints recommend relevant
products based on High No
Add to Yes
their coming Early-life buyer churn
sources. cart score

No
Yes
CDP use
Non-buyer churn case
Mature churn
prevention
prevention
If last login > X days
CDP use
case Retargeting churn users
Abandoned cart on GG / FB

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Use case: improve in-app experience even they are not your
customer yet

CDP
Profile
unification

Personalized in-app content

based on their out-app activities

Customer out-app
activities Private & Confidential 9
Use case: personalize messages based on customer profiles
to convert them and save cost

1 day after abbaning cart 2 day after abbaning car 3 day after abbaning car

Shopee Shopee Shopee

Tin Le bỏ quên sản phẩm trong giỏ hàng nè Tin Le đừng quên sản phẩm trong giỏ nha Bạn bỏ quên sản phẩm trong giỏ hàng
Sản phẩm trong giỏ hàng của bạn đang có giá tốt Bạn có thể dùng 100K Shopee xu đang có để Shopee tặng Tin Le voucher TANGBAN để được
nhất trong 1 tháng trở lại đây. Mua ngay kẻo giá được giảm thêm nhé. giảm thêm 10% cho sản phẩm để quên trong giỏ
tăng bạn nhé! hàng.

Remind to spend coins (if they Offer voucher (if high-value

Price drop alert (for all users)
have coins) customer)

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Use case: Combine in-app & out-app marketing channels to
personalized ads content & save cost
Last-login within 30 days > 30 days since last login

Shopee
Shopee

Sản phẩm dành riêng cho bạn!

Đầm thời trang hot nhất tháng 5 được
chọn riêng cho bạn.

Personalized PN Personalized in-app content Facebook retargeting

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 (Backup) CRM Golden Number Analysis

We analyze your data to identify the “Golden Number” as your customers will be retained
after making orders beyond that number.

Golden
number
 (Backup) CRM Frameworks for Customer Growth & Cost Optimization

Customer lifecycle Conversion maximization Cost optimization

Churn Non-buyers Loyalty buyers Unhealthy heavy buyers

Customer segments Churn Early life buyers Healthy heavy buyers Healthy heavy buyers

Churn Mature buyers

● Welcome series ● Extra free shipping vouchers Shift cost unhealthy heavy buyers
● Welcome packages ● Extra direct vouchers to healthy heavy buyers.
Initiatives ● Churn prevention
● Churn reactivation

● Incremental new buyers. ● Conversion rate. ● Incremental orders.

● Cost per incremental new ● Incremental orders. ● Cost per incremental orders.
KPIs buyers. ● Cost per incremental orders. ● CIR per segment
● Incremental orders ● CIR per segment.
● Cost per incremental orders.
Thank You
We are ready to grow your business.

HO CHI MINH
OFFICE
146 Nguyen Van Thu street, Da
Kao ward, District 1, HCMC

PHONE

+84 9323 494 34

Website

Adtek.co