Auto
Automation
9/7/2022
CRM & Automation workflow by Kara Ketchum
Audience Segmentation
01.
Table of contents
Touchpoints & Data
02.
Automated Workflows
03.
User behaviors and attributes.
Gathering data through select touchpoints.
How our users move through the funnel.
Audience Segmentation
01.
User behaviors and attributes.
Fisker’s Audience
Persona | Attributes�*Gathered through channel insights | Behaviors |
Latest & Greatest |
|
|
For Mother Earth |
|
|
Where is the audience?
Sources: SimilarWeb.com, Google Play Store, Social Channels
Has the highest followers
612.5K
Total site visits in July 2022
At least 10,000
Total app downloads on Google Play
(Apple information not available)
Source?
The start of the customer journey determines their segment.�
Touchpoints & Data
02.
Gathering data through select touchpoints.
Potential Data Connections pt. 1
User Behavior | Tracking | Data Source | Alternative �Data Source |
Clicking on a social ad | Link click | Social insights | Website |
Scanning QR code at in-person event | Link “click” | Website | Tracking pixel |
Viewing “Configure” | Page view | Website | Tracking pixel |
Filling out contact form | Form completion | Website | Tracking pixel |
Account sign up | Form completion | Website | |
Potential Data Connections pt. 2
User Behavior | Tracking | Data Source | Alternative �Data Source |
Newsletter sign up | Form completion | Website | Tracking pixel |
Opening email | Email open | Email insights | |
Following in-email link | Link click | Email insights | Tracking pixel |
Adding “Gear” to cart | Add to cart | E-Comm platform | |
Abandoning cart | Cart abandon | E-Comm platform | |
Reserving car | Reservation | E-Comm platform | Tracking pixel |
Downloading App | App downloads | Google Play/App Store | Website |
Automated Workflow
03.
How our users move through the funnel.
Latest & Greatest Workflow
Native Display ad for Fisker Ocean on news site
Clicks on native ad / Triggers tracking link
Immediately
User scans QR code from an event
“Configure” page for Fisker Ocean
Moved into Latest & Greatest segment
Signs up for e-newsletter / Triggers transfer of data via API to email system
Confirmation & Email of current newsletter
Configures car and goes to Reserve
Retargeted via display ad for 20 days
Reserve page & Account creation
Purchase complete
Clicks on retargeted ad / Triggers tracking link
Segmentation
Touchpoints
User Action
Time frame
Immediately
Moved from current adlists to “Reservee” adlists
For Mother Earth Workflow
IG Display ad for Fisker Ocean
Clicks on Display ad / Triggers tracking link
Immediately
User curates IG feed for eco-friendly lifestyle
“Configure” page for Fisker Ocean
Moved into For Mother Earth segment
Fills out inquiry form and opts into emails / Triggers transfer of data via API to email system
Confirmation & Email of current newsletter
Configures car and goes to Reserve
Retargeted via display ad for 30 days
Reserve page & Account creation
Purchase complete
Clicks on retargeted ad / Triggers tracking link
Segmentation
Touchpoints
User Action
Time frame
Moved from current adlists to “Reservee” adlists
Immediately
Abandoned Cart / Triggers “abandoned cart”
Bonus: Reservee’s Workflow
Native Display ad for Fisker “Gear” on Social Media
Clicks on native ad / Triggers tracking link
24 hours
User Reserves the Fisker Ocean
“Gear” page
Moved into Reservee’s segment
Adds clothes to cart, but abandoned cart / Triggers e-comm API for “Abandon Cart”
Abandoned Cart email
Adds clothes to cart
Retargeting ads paused for 30 days
Check out page
Purchase complete
Exclusive Newsletter for “Gear” discount
Segmentation
Touchpoints
User Action
Time frame
Moved from current adlists to “App Download” adlists
Immediately