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Marketing Beyond the Conventional Framework: Analyzing the User Life Cycle
Speaker: Mariusz Pawelżyk, Commercial Director of Sociomantic

Mariusz began his presentation with a slide that read: “Dear customer, we have no idea what your name is or what’s important to you, but we want to sell you something.” This tongue-in-cheek message shows how important it is to put the customer at the center of a company’s interests, especially in a technology environment.

Customer expectations have changed:

Customers want personalized treatment.
Interaction with the company should take place in the right place in a way that is convenient for the user.
Users should receive messages at the right time, but not too frequently.

For Sociomantic, as for any other company, it is important to understand how a person comes to the site and how to make them come back. Mariusz lists four approaches that his team used.

Programmatic, version 1. Retargeting
The problem is that 96% of new visitors leave the czech republic consumer email list site without making a purchase. The customer life cycle
diagram looked like this:

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Programmatic, version 2. Purchasing target audience
Pre-sales research appears in the customer life cycle:

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In this case, the company has moved from a “do what you have to do, come what may” strategy to a data-driven approach that takes into account the micro-parameters needed to personalize the user experience: device, browser, season, geo, OS, etc.