Meeting Title: Lifecycle Analysis Followup Date: 2025-11-18 Meeting participants: Amber Lin, Robert Tseng, birdiejackson
WEBVTT
1 00:01:39.930 ⇒ 00:01:41.050 Amber Lin: Hi, Robert.
2 00:01:41.670 ⇒ 00:01:42.480 Robert Tseng: Chamber.
3 00:01:43.100 ⇒ 00:01:46.529 Amber Lin: I don’t see her here, she said yes to this time.
4 00:01:47.260 ⇒ 00:01:47.830 Robert Tseng: Okay.
5 00:01:47.830 ⇒ 00:01:49.609 Amber Lin: So, we’ll wait a bit.
6 00:02:52.040 ⇒ 00:02:53.040 birdiejackson: Hello!
7 00:02:55.410 ⇒ 00:02:55.894 birdiejackson: there.
8 00:02:56.380 ⇒ 00:02:57.300 Robert Tseng: Hey, Bertie.
9 00:02:57.830 ⇒ 00:02:59.350 birdiejackson: How are you guys?
10 00:03:00.120 ⇒ 00:03:04.469 Robert Tseng: Pretty good. Looks like it got colder on your side. I see the puffer coat.
11 00:03:04.660 ⇒ 00:03:07.670 birdiejackson: Yes, it’s actually… it’s also raining today, so.
12 00:03:07.670 ⇒ 00:03:08.490 Amber Lin: Oh my gosh.
13 00:03:08.490 ⇒ 00:03:12.649 birdiejackson: On top of everything else, it’s also very chilly because of the rain.
14 00:03:12.960 ⇒ 00:03:16.390 Amber Lin: Wow. We also had the biggest rain,
15 00:03:16.390 ⇒ 00:03:17.000 birdiejackson: I heard.
16 00:03:17.000 ⇒ 00:03:18.510 Amber Lin: For a long time in LA.
17 00:03:18.510 ⇒ 00:03:22.980 birdiejackson: Yeah, LA got a lot of rain. Hopefully you guys are not flooding.
18 00:03:23.690 ⇒ 00:03:37.709 Amber Lin: It’s ridiculous that it floods, because where I come from, there’s a lot of rain, so it looks alright, but in the city, some parts are just not functional. We went to a restaurant, and they couldn’t serve us, because they’re like, we don’t have proper running water.
19 00:03:37.710 ⇒ 00:03:38.610 birdiejackson: Oh my.
20 00:03:38.610 ⇒ 00:03:39.290 Amber Lin: Yeah, that’s good.
21 00:03:39.290 ⇒ 00:03:45.639 birdiejackson: Crazy. Vegas, or Vegas, not Vegas, LA, to me, sometimes I’m like, what? This is…
22 00:03:45.760 ⇒ 00:03:52.430 birdiejackson: This is a major city, and you guys can’t even handle some rain? Where’s that infrastructure? It’s wild.
23 00:03:53.630 ⇒ 00:04:03.910 birdiejackson: But yes, I know that, you wanted to chat through some of the questions that you had following the call that Robert, Amrita, and I had yesterday, so…
24 00:04:03.910 ⇒ 00:04:21.010 Amber Lin: Yeah, I want to go through it and see what we can actually action on, because I know for you, you need to know what campaigns or what stuff you need to front. I just want to make sure that, the takeaways actually mean something for you, and we can do something based off of it.
25 00:04:22.150 ⇒ 00:04:23.080 birdiejackson: Okay.
26 00:04:23.080 ⇒ 00:04:23.650 Amber Lin: Yeah.
27 00:04:24.620 ⇒ 00:04:30.420 Amber Lin: Let me pull it up… So, right here…
28 00:04:35.230 ⇒ 00:04:42.530 Amber Lin: So, among all of these, I think the first one let’s see…
29 00:04:42.780 ⇒ 00:04:52.149 Amber Lin: The first very simple experiment we can run is to segment for customers. So, they had their first purchase
30 00:04:52.390 ⇒ 00:05:03.649 Amber Lin: Say, within 60 days, within 30 days, and then we can send campaigns to them, and then we can measure, okay, has that… does that improve the time
31 00:05:03.660 ⇒ 00:05:20.449 Amber Lin: from making the first purchase to the second purchase, and then overall, we can also compare the conversion rate to the overall benchmark. We can say, okay, after we sent these emails, we see maybe 35% of customers making their second purchase instead of 28.
32 00:05:20.710 ⇒ 00:05:23.669 Amber Lin: Do you think that’s a good first experiment to run?
33 00:05:24.750 ⇒ 00:05:32.579 birdiejackson: Okay, so you’re saying target people who have purchased once, or target people who have purchased twice.
34 00:05:33.070 ⇒ 00:05:34.220 Amber Lin: First…
35 00:05:34.540 ⇒ 00:05:44.449 Amber Lin: let’s say, first purchase. I was going through Braze, and I was looking at the segment there, actually. So, if you go…
36 00:05:49.440 ⇒ 00:05:52.240 Amber Lin: So, I was going through the test segment.
37 00:05:52.640 ⇒ 00:05:54.989 Amber Lin: You can say, if we want…
38 00:05:55.340 ⇒ 00:05:59.360 Amber Lin: That they made their first purchase less than 30 days ago.
39 00:05:59.370 ⇒ 00:06:01.379 birdiejackson: I think we’ll have around…
40 00:06:01.380 ⇒ 00:06:02.010 Amber Lin: Link.
41 00:06:02.860 ⇒ 00:06:14.500 Amber Lin: 25 to 35K users, because I would say that can be slightly on the higher end of amount of people, but we can try and target them and see…
42 00:06:14.980 ⇒ 00:06:20.389 Amber Lin: how many… People make their second purchase because of this.
43 00:06:21.780 ⇒ 00:06:23.829 birdiejackson: Okay,
44 00:06:27.060 ⇒ 00:06:40.859 birdiejackson: So, I would… just transparently, like, we don’t have support on the team from, like, a creative aspect, or even just, like, from a strategy and deployment aspect to make separate campaigns for different
45 00:06:40.880 ⇒ 00:06:48.320 birdiejackson: groups as of right now. So, I can definitely send what we already are sending everyone else.
46 00:06:48.740 ⇒ 00:07:03.539 birdiejackson: this group, like, or I can… I can make sure that this group is included in it, because we are still, like, targeting based off of, like, engagement in the last 180 days, and, like, hasn’t made a purchase in the last one day, like, that sort of stuff.
47 00:07:03.910 ⇒ 00:07:09.410 birdiejackson: So, if I… if it’s okay, like, to include these people in our existing
48 00:07:10.100 ⇒ 00:07:26.030 birdiejackson: campaigns that we already are, like, slated to go out, instead of creating net new campaigns for them, then I’m all for this. I also know, and I can’t remember exactly where we left, but the last time that the three of us talked together.
49 00:07:26.110 ⇒ 00:07:34.410 birdiejackson: not this week, but a couple weeks ago, was, like, when we really identified that the RFM strategy that’s existing in Braze right now is not efficient.
50 00:07:34.410 ⇒ 00:07:48.840 birdiejackson: But we could potentially get some, like, filters, like a map of filters to use to be able to identify this is, like, an actual high-value customer, this is a mid-value, this is a lapsing, napping, whatever.
51 00:07:49.070 ⇒ 00:07:53.939 birdiejackson: so I can make those, like, as I build out, I can target
52 00:07:53.940 ⇒ 00:08:09.639 birdiejackson: like, using the filters to create, like, the RFM stuff? Like, have we gotten to that point where you’re able to sort of direct me as to who the best RFM, like, or what the best strategy is to create those segments is?
53 00:08:09.640 ⇒ 00:08:22.590 Amber Lin: Yeah, I can actually create the segments in here, and I can just give you the segment name to use. I think that will be easier, because I went through the filters, and, like, it’s easier to add a segment than to add, like.
54 00:08:23.080 ⇒ 00:08:24.210 Amber Lin: Filter each time.
55 00:08:24.500 ⇒ 00:08:38.209 birdiejackson: Yeah. Okay. If you could just create… if you could make the segments not the same exact name as the ones that already exist, like, the ones that already exist are, using the naming convention, segment-rfm high value last.
56 00:08:38.210 ⇒ 00:08:38.590 Amber Lin: I’m saying.
57 00:08:39.330 ⇒ 00:08:43.819 birdiejackson: like, napping, all of that stuff, so if you say, like, updated, or, like, new, or
58 00:08:44.159 ⇒ 00:08:45.809 birdiejackson: that, that could be helpful.
59 00:08:45.810 ⇒ 00:08:46.830 Amber Lin: Yeah, I can do that.
60 00:08:47.830 ⇒ 00:08:54.590 Amber Lin: Let’s see… Back to this, and then I can also…
61 00:08:54.930 ⇒ 00:09:01.240 Amber Lin: Suggest some type of campaigns to roll out to those segments?
62 00:09:01.240 ⇒ 00:09:01.960 birdiejackson: Okay.
63 00:09:01.960 ⇒ 00:09:07.589 Amber Lin: But I… but you mentioned that we don’t have enough creative support.
64 00:09:10.500 ⇒ 00:09:11.750 Amber Lin: So…
65 00:09:12.020 ⇒ 00:09:20.219 Amber Lin: I think it would limit a bit of the experimentation, because it’s harder to see, oh, did this cause this?
66 00:09:20.420 ⇒ 00:09:21.540 Amber Lin: So…
67 00:09:22.000 ⇒ 00:09:33.489 birdiejackson: Yeah, I guess, like, the experimentation aspect is… we need to think this through, because, like, is it the fact that we are targeting this group of people who have purchased within X amount of days?
68 00:09:33.490 ⇒ 00:09:50.520 birdiejackson: that, like, they then felt, like, seen because they have purchased in the past, like, 30 days, that we hit them again. Or is it that we hit those people again with a specific offer that would entice somebody to come back? That’s not already the offer that we’re offering them, like.
69 00:09:50.520 ⇒ 00:09:50.870 Amber Lin: Mmm.
70 00:09:51.550 ⇒ 00:10:06.470 birdiejackson: free delivery, or, you know, 22 12-packs. Like, I just… we are, we don’t have the flexibility right now in our…
71 00:10:06.870 ⇒ 00:10:12.970 birdiejackson: like, finance and planning to be able to have, like, 5.
72 00:10:12.970 ⇒ 00:10:19.529 Amber Lin: 15. Like, that’s not really something that we have access to do right now. It has to be, like, a very specific…
73 00:10:20.230 ⇒ 00:10:23.650 birdiejackson: thing, at least as of right now, so…
74 00:10:23.650 ⇒ 00:10:24.000 Amber Lin: Yeah.
75 00:10:24.000 ⇒ 00:10:25.050 birdiejackson: I’m just trying to, like…
76 00:10:25.050 ⇒ 00:10:40.899 Amber Lin: to Matt, too, and, like, on his side, too, he is also trying to limit its spend on FDA, so I totally get that. Is there a welcome email, or thank you for making the first purchase, here are some recommendations?
77 00:10:40.900 ⇒ 00:10:41.950 birdiejackson: Something that’s not.
78 00:10:41.950 ⇒ 00:10:42.900 Amber Lin: promo-based.
79 00:10:43.430 ⇒ 00:10:51.819 birdiejackson: There is a welcome series that you can actually see in the canvases. There’s not a post-purchase…
80 00:10:52.470 ⇒ 00:11:05.330 birdiejackson: Canvas, from my understanding, that is, like, here’s a recommendation to come back. There is, like, an abandoned cart one. We send out a receipt from, like, our internal database,
81 00:11:05.440 ⇒ 00:11:19.499 birdiejackson: that gives you information about, like, what you purchased and stuff like that, but… so I don’t touch that piece of, like, the operational emails, but, we could definitely, like, we could maybe layer in a touchpoint as a canvas that is…
82 00:11:19.500 ⇒ 00:11:20.470 Amber Lin: Okay.
83 00:11:20.470 ⇒ 00:11:22.499 birdiejackson: post-first purchase.
84 00:11:22.500 ⇒ 00:11:39.939 Amber Lin: will be easier to implement, and then we can grab content that we view somewhere, because I know we don’t want to use promos, and we don’t have to use that, because you’re right, there’s, like, two factors going on. It’s… we’re actually talking to them, and we’re giving them offers, so let’s just… let’s just talk to them, let’s not make a specific offer.
85 00:11:39.940 ⇒ 00:11:40.639 birdiejackson: Okay, cool.
86 00:11:40.640 ⇒ 00:11:56.430 Amber Lin: we can consider, let’s put in some cool cookies that people might think… might think are interesting, and then we can target the most recent purchase group. And then we can… what we can measure is, do they actually make a purchase? How fast do they make a purchase?
87 00:11:57.380 ⇒ 00:11:57.970 birdiejackson: Okay.
88 00:11:58.160 ⇒ 00:11:58.890 Amber Lin: Yeah.
89 00:11:59.210 ⇒ 00:12:09.500 birdiejackson: With evergreen product. Yeah, because also our promos really don’t live past 7 days, so… So for that, that would be a canvas.
90 00:12:11.040 ⇒ 00:12:16.349 birdiejackson: That’s triggered by… If someone’s purchased in the last 30 days.
91 00:12:17.110 ⇒ 00:12:20.120 birdiejackson: Or do you want it to… or do you want to shorten that window?
92 00:12:20.900 ⇒ 00:12:22.880 birdiejackson: I think we should Right?
93 00:12:22.880 ⇒ 00:12:37.259 Amber Lin: Yeah, I think so. If it’s on a canvas, then it sounds like it’s purchase-triggered flows. It is not a campaign that we broadcast. So, if that’s the case, we can start with, say, like, within a week.
94 00:12:37.440 ⇒ 00:12:47.660 Amber Lin: Or a few days after, we send a reminder to say, hey, thanks for purchasing, here are some cookies people like to buy next, and maybe people get interested in that.
95 00:12:47.660 ⇒ 00:12:48.520 birdiejackson: Okay, gotcha.
96 00:12:48.520 ⇒ 00:12:49.030 Amber Lin: Yeah.
97 00:12:49.030 ⇒ 00:12:51.030 birdiejackson: Purchasing…
98 00:12:56.740 ⇒ 00:13:00.559 birdiejackson: Okay, sounds good. It’s a good idea.
99 00:13:00.860 ⇒ 00:13:05.960 Amber Lin: Yeah, and that way we don’t have to, use money on the promos.
100 00:13:05.960 ⇒ 00:13:06.560 birdiejackson: Yeah.
101 00:13:06.770 ⇒ 00:13:07.470 Amber Lin: Cool.
102 00:13:07.610 ⇒ 00:13:09.259 Amber Lin: Let’s see…
103 00:13:14.170 ⇒ 00:13:28.400 Amber Lin: I also remember in the call, you guys had, we want to encourage people to buy more boxes. How do we handle that right now? I know there’s a few promos related to boxes, there’s some free delivery stuff, but…
104 00:13:28.400 ⇒ 00:13:39.060 birdiejackson: What’s our strategy around that? Yeah, so, transparently, a lot of our… or all of our marketing communication that is about…
105 00:13:39.060 ⇒ 00:13:52.119 birdiejackson: at least from channels that I own, are not dedicated to, like, just a pack, like, hey, buy a six-pack. It’s, like, always gonna be tied to some sort of promotional deal, so, like.
106 00:13:52.310 ⇒ 00:13:56.459 birdiejackson: 21 12-packs, like, that sort of thing.
107 00:13:57.090 ⇒ 00:14:05.390 birdiejackson: The CEO is working a lot closer with us now, and is seeing that promotional packs do not sell us
108 00:14:05.900 ⇒ 00:14:07.110 birdiejackson: product.
109 00:14:07.110 ⇒ 00:14:07.550 Amber Lin: Morning.
110 00:14:07.550 ⇒ 00:14:26.220 birdiejackson: than just their evergreen, so I think that will, in the future, give us a little bit more leeway to not have to do so much promotional pushing, and we can, like, lean in on more of, like, an evergreen model, and layer in promos, because right now everything is just, like, very promotional-led.
111 00:14:26.590 ⇒ 00:14:32.250 birdiejackson: When it comes to packs, like, we’re never gonna just, like, talk about a pack unless it is a marketable
112 00:14:32.360 ⇒ 00:14:41.380 birdiejackson: promotion, because there just are so many things to talk about. So, that’s how… that’s really our strategy. I don’t… I can’t speak to…
113 00:14:41.390 ⇒ 00:14:49.140 Amber Lin: paid, or RFM, but from, like, an owned message, it’s always tied to some timely promotion.
114 00:14:49.290 ⇒ 00:14:50.329 Amber Lin: I see.
115 00:14:50.970 ⇒ 00:14:58.780 Amber Lin: Let’s see, because I… when I was going through the analysis, I was thinking of how do we make people buy
116 00:14:58.960 ⇒ 00:15:02.869 Amber Lin: More boxes and higher value boxes.
117 00:15:04.250 ⇒ 00:15:05.520 Amber Lin: And…
118 00:15:05.670 ⇒ 00:15:06.450 birdiejackson: I see.
119 00:15:07.540 ⇒ 00:15:10.289 Amber Lin: Do you think there’s a possible way?
120 00:15:10.290 ⇒ 00:15:11.970 birdiejackson: We have…
121 00:15:13.030 ⇒ 00:15:20.870 birdiejackson: It’s interesting, because, like, we have allowed for something called Pick Your Pack, which is, like, you get to choose exactly what is in your pack.
122 00:15:20.870 ⇒ 00:15:34.869 birdiejackson: And there’s, like, a slight discount, depending on how big it is. When that launched, it was supposed to be a super big thing in e-com, and then it immediately got rolled out… rolled back, because it was not perform… it was cannibalizing some of our purchases, I guess?
123 00:15:34.870 ⇒ 00:15:35.450 Amber Lin: Oh.
124 00:15:35.450 ⇒ 00:15:40.559 birdiejackson: But we do have, like, some of these preset packs, like the Chocolate Lover, or…
125 00:15:41.250 ⇒ 00:15:56.410 birdiejackson: you know, the caramel lever. Like, there’s some things that are more, like, that, like, they sort of pull themselves together naturally from a product story, and we could pull that into some sort of, like, pack message of, like.
126 00:15:56.810 ⇒ 00:16:11.509 birdiejackson: buy a 12-pack of the Chocolate lovers, and then with, like, just in theory, a single click, they would be able to just build their, like, get a Chocolate lover pack in their order. But it is kind of a risk to take, because our packs are…
127 00:16:11.660 ⇒ 00:16:16.989 birdiejackson: $30? Like, it’s not a cheap expense.
128 00:16:17.480 ⇒ 00:16:32.989 birdiejackson: Especially our 12-packs, whereas our 6-packs are more affordable and higher likelihood of purchase, with, like, higher intent to purchase. But they’re just not marketed very well, or they’re not marketed frequently, because they are not on promotion frequently.
129 00:16:33.420 ⇒ 00:16:34.130 Amber Lin: I see.
130 00:16:34.130 ⇒ 00:16:36.370 birdiejackson: And everything is promotion-led right now.
131 00:16:36.370 ⇒ 00:16:44.490 Amber Lin: Okay, I was thinking if we can target returning customers, so people who have made…
132 00:16:44.710 ⇒ 00:16:52.400 Amber Lin: Let me see if I can filter by people who have made more than one purchase, and then if we can target them to
133 00:16:52.830 ⇒ 00:17:02.110 Amber Lin: have them buy. We’re just… Similarly, like, an informational pro… not a promotion, but just to showcase our boxes.
134 00:17:02.210 ⇒ 00:17:04.889 Amber Lin: Cause I do want to see…
135 00:17:05.520 ⇒ 00:17:09.279 Amber Lin: when we did analysis, we did see that the more…
136 00:17:09.520 ⇒ 00:17:16.480 Amber Lin: the returning customers got less boxes, so I was wondering if there’s something that we can do there.
137 00:17:24.920 ⇒ 00:17:27.630 birdiejackson: Yeah, we talked about this a little bit, Robert and I did.
138 00:17:28.760 ⇒ 00:17:31.229 birdiejackson: Sorry, I’m taking a note.
139 00:17:36.200 ⇒ 00:18:01.139 birdiejackson: So, the thought behind that, and there’s no data about this other than just, like, understanding of customer, is when somebody starts their first order with us ever, they’re probably keen on trying a couple of different flavors. So, by doing that, that volume is there, because they’re looking for multiple flavors, right? Whereas when they find their flavors that they like, like, they’ve come back to us two, three.
140 00:18:01.140 ⇒ 00:18:14.830 birdiejackson: four, five times. They know what they want, or they know, hey, I want to try the new cookie, and I want to get my favorite snickerdoodle. So their pack size is just smaller, because they already know what they’re looking for.
141 00:18:14.890 ⇒ 00:18:19.699 birdiejackson: So, bless you. And they are…
142 00:18:19.850 ⇒ 00:18:26.340 birdiejackson: so the boxes, like, I understand why the purchase of the box is slowing down once, like.
143 00:18:26.340 ⇒ 00:18:40.240 birdiejackson: it’s in, like, complete correlation. Like, the longer they’re with us, the more frequently they’re buying from us, the lower the pack size, you know, the smaller the pack size. So, yeah, how can we change that? And maybe it’s just, like, these curated packs,
144 00:18:41.390 ⇒ 00:18:44.950 birdiejackson: So, this all there is curated packs.
145 00:18:50.160 ⇒ 00:18:52.390 birdiejackson: So then this is all to see…
146 00:18:53.190 ⇒ 00:19:00.619 birdiejackson: If we’re able to influence, or to change lifetime value of customers.
147 00:19:01.480 ⇒ 00:19:14.410 Amber Lin: Yeah, it influences lifetime value. It also is the AOV, so the average order value of returning customers, so seeing if we can boost that, because that directly affects their lifetime value.
148 00:19:14.410 ⇒ 00:19:15.170 birdiejackson: Yep.
149 00:19:17.230 ⇒ 00:19:21.930 Amber Lin: So I checked on Braze. I can actually filter…
150 00:19:22.120 ⇒ 00:19:34.720 Amber Lin: By total number of purchases. So I can say that, okay, I want to send this to people who have made more than one purchase. More than one person gives me about…
151 00:19:34.950 ⇒ 00:19:37.140 Amber Lin: This many people.
152 00:19:37.140 ⇒ 00:19:37.570 birdiejackson: Yeah.
153 00:19:37.570 ⇒ 00:19:41.800 Amber Lin: I can also say they’ve purchased a specific.
154 00:19:41.800 ⇒ 00:19:42.430 birdiejackson: product.
155 00:19:42.780 ⇒ 00:19:43.440 birdiejackson: Yep.
156 00:19:43.440 ⇒ 00:19:44.050 Amber Lin: Yeah.
157 00:19:44.830 ⇒ 00:20:00.279 birdiejackson: Yeah, so we’ve done that in the past as well, is, like, for the Vegan Day, like, for National Vegan Day, we’ve targeted people who have purchased vegan cookies from us. One thing that I will say here is, like, we want to also make sure that the filter… it’s…
158 00:20:00.280 ⇒ 00:20:10.610 birdiejackson: has purchased more than once, or more than twice, or whatever, and has purchased in the past year, or, like, 2 years. Like, we don’t want to do it over the last 5 years that we’ve been with Brake.
159 00:20:10.610 ⇒ 00:20:17.070 Amber Lin: Yeah, totally. Yeah. Cool.
160 00:20:17.410 ⇒ 00:20:23.570 birdiejackson: So for that, would it be… you would suggest doing purchase more than twice? More than two times?
161 00:20:24.210 ⇒ 00:20:33.070 Amber Lin: Yeah, most likely. Let’s do two times. It’s… let me try and limit the… Let’s see…
162 00:20:36.000 ⇒ 00:20:39.740 birdiejackson: Do you know within Braze, if we can… if we can target…
163 00:20:40.010 ⇒ 00:20:49.039 birdiejackson: I actually was just playing around with this, and I was surprised, because I feel like I’ve done this before, but I couldn’t figure out how to target based off of purchase in the last 6 months, or in the last year.
164 00:20:49.250 ⇒ 00:20:56.730 Amber Lin: Oh, okay, I’m actually trying to look at that right now, so let’s see, let’s do purchase…
165 00:20:57.350 ⇒ 00:21:06.730 Amber Lin: Purchase behavior, so I’ll say the last purchase… Think… Last made purchase…
166 00:21:06.730 ⇒ 00:21:07.610 birdiejackson: Okay.
167 00:21:07.640 ⇒ 00:21:09.790 Amber Lin: After I can do, like.
168 00:21:09.790 ⇒ 00:21:11.030 birdiejackson: by 24, yeah.
169 00:21:11.220 ⇒ 00:21:13.490 Amber Lin: Yeah, 2024…
170 00:21:15.930 ⇒ 00:21:25.900 birdiejackson: Was this a custom attribute, or did you just get there by going first? This is… this is in segments. Oh, yeah, yeah, I know. I mean, like, when you’re building out the filter here, when you did last made purchase…
171 00:21:25.900 ⇒ 00:21:29.980 Amber Lin: Yeah, so I’ll go to Purchase Behavior.
172 00:21:30.260 ⇒ 00:21:36.580 Amber Lin: purchase this one. There’s a lot of filters here, and it’s… it can get very confusing, because some of them…
173 00:21:37.390 ⇒ 00:21:50.919 Amber Lin: kind of refer to the same thing, and there is overlap. Okay, so if we did more than… if they, in total, made more than 2 purchases, and their last purchase was within 2 years, we have about…
174 00:21:51.040 ⇒ 00:21:58.639 Amber Lin: $70k, so if it’s just last year, let’s see how it changes.
175 00:21:59.180 ⇒ 00:22:04.760 Amber Lin: Okay, I think that’s… that’s a… More of a small segment.
176 00:22:04.760 ⇒ 00:22:05.360 birdiejackson: Okay.
177 00:22:05.360 ⇒ 00:22:11.069 Amber Lin: You can also change…
178 00:22:11.230 ⇒ 00:22:17.910 Amber Lin: this date to make it… to make it smaller. Let’s say people made 3 purchases.
179 00:22:18.460 ⇒ 00:22:21.210 Amber Lin: Oh, it doesn’t make too much of a difference.
180 00:22:23.190 ⇒ 00:22:23.870 birdiejackson: Hmm.
181 00:22:24.070 ⇒ 00:22:24.700 Amber Lin: Cool.
182 00:22:25.010 ⇒ 00:22:28.280 birdiejackson: Cool, can you build… can you just go ahead and build this as a segment?
183 00:22:31.150 ⇒ 00:22:37.769 birdiejackson: You can call it… yeah. Will you just start it with segment, so that it’s… it’s… yeah, perfect.
184 00:22:37.770 ⇒ 00:22:50.110 Amber Lin: segment… 1, 2, purchase… This is… Last purchased…
185 00:22:51.990 ⇒ 00:22:52.970 birdiejackson: One year.
186 00:22:54.310 ⇒ 00:22:55.710 Amber Lin: In 2025.
187 00:22:55.710 ⇒ 00:22:56.720 birdiejackson: Yeah, perfect.
188 00:22:56.720 ⇒ 00:23:00.409 Amber Lin: Okay, I can edit the title to make more sense, but…
189 00:23:00.410 ⇒ 00:23:01.240 birdiejackson: No worries.
190 00:23:01.240 ⇒ 00:23:03.519 Amber Lin: it like this. Cool.
191 00:23:04.920 ⇒ 00:23:06.949 Amber Lin: So there’s this one.
192 00:23:07.770 ⇒ 00:23:11.759 Amber Lin: And then we can just quickly pull up another one.
193 00:23:13.230 ⇒ 00:23:23.310 Amber Lin: Let’s say… First… Purchased within… 30 days.
194 00:23:27.070 ⇒ 00:23:28.420 Amber Lin: I can go.
195 00:23:28.550 ⇒ 00:23:30.130 Amber Lin: to purchase…
196 00:23:40.740 ⇒ 00:23:45.729 Amber Lin: Cool. And… Purchase within 30 days gives me about 30.
197 00:23:46.680 ⇒ 00:23:48.610 Amber Lin: Cool, I’ll save that as well.
198 00:23:49.200 ⇒ 00:23:49.950 birdiejackson: Cool.
199 00:23:50.140 ⇒ 00:23:57.529 Amber Lin: So, I think we can start with two, don’t… because we meet pretty regularly, we don’t need to have too much
200 00:23:57.720 ⇒ 00:24:06.360 Amber Lin: Each week, let’s say, for the first purchases, we can give them a informational campaign.
201 00:24:06.540 ⇒ 00:24:08.070 Amber Lin: We could probably add them.
202 00:24:08.190 ⇒ 00:24:13.460 Amber Lin: Either add them to the canvas, or just target this segment and send an informational campaign.
203 00:24:13.460 ⇒ 00:24:14.060 birdiejackson: Okay.
204 00:24:14.060 ⇒ 00:24:17.680 Amber Lin: We can just say, hey, like, people also get this, thanks for your.
205 00:24:17.680 ⇒ 00:24:19.060 birdiejackson: Yeah. Cool.
206 00:24:19.060 ⇒ 00:24:32.810 Amber Lin: And then for the… For the other one we just made… We can do something around…
207 00:24:34.640 ⇒ 00:24:37.100 birdiejackson: Because of the packs, yeah.
208 00:24:37.100 ⇒ 00:24:39.609 Amber Lin: Yeah, we can do something around boxes.
209 00:24:40.020 ⇒ 00:24:45.080 birdiejackson: Two names… Customer…
210 00:24:53.240 ⇒ 00:25:06.819 birdiejackson: Okay, I’ll slot those in. Transparently, we don’t have a lot of availability this week, for… or yeah, like, this week is already locked in. Next week is also kind of locked in from, like…
211 00:25:06.820 ⇒ 00:25:07.370 Amber Lin: Thanksgiving.
212 00:25:07.370 ⇒ 00:25:20.919 birdiejackson: Yeah, Thanksgiving and Black Friday stuff. So, but I will say, December Week 1 is looking freer for us to be able to do these sorts of things, so… Cool. As long as it’s okay with you.
213 00:25:21.550 ⇒ 00:25:25.930 Amber Lin: Yeah, it just means that we’ll get the insights a little bit later.
214 00:25:25.930 ⇒ 00:25:26.430 birdiejackson: Yep.
215 00:25:26.430 ⇒ 00:25:29.320 Amber Lin: If it’s already scheduled, then there’s nothing we can change.
216 00:25:29.320 ⇒ 00:25:38.770 birdiejackson: Yeah, I’ll try to move some things around if I have some freedom, but I will definitely let you know if I do make any changes, or, like, if it doesn’t end up happening December week one.
217 00:25:38.770 ⇒ 00:25:39.810 Amber Lin: Cool.
218 00:25:40.190 ⇒ 00:25:47.999 Amber Lin: So, we’re scheduling it a week before, right? So we usually set in stone, like, what we’ll send a week before.
219 00:25:48.000 ⇒ 00:25:49.049 birdiejackson: Yeah. Cool.
220 00:25:49.050 ⇒ 00:25:51.389 Amber Lin: Cool, then I’ll check in next week.
221 00:25:51.390 ⇒ 00:25:51.770 birdiejackson: Cool.
222 00:25:51.770 ⇒ 00:25:55.799 Amber Lin: I’ll just check in to say, hey, have we scheduled these? Just in case we forget.
223 00:25:55.800 ⇒ 00:26:06.640 birdiejackson: Perfect. I’m slotting it, into my calendar now for December week 1, for December 2nd in particular. And we’ll…
224 00:26:06.760 ⇒ 00:26:08.140 birdiejackson: Let you know.
225 00:26:08.630 ⇒ 00:26:09.940 birdiejackson: If that changes.
226 00:26:10.130 ⇒ 00:26:11.000 Amber Lin: Okay.
227 00:26:12.820 ⇒ 00:26:14.599 birdiejackson: Cool, thank you.
228 00:26:14.600 ⇒ 00:26:17.079 Amber Lin: Of course, I’m glad that I can help. Yes.
229 00:26:17.080 ⇒ 00:26:18.210 birdiejackson: Very helpful.
230 00:26:18.210 ⇒ 00:26:24.439 Amber Lin: We’re running experiments, so everything is sort of in flux, so I appreciate you being flexible.
231 00:26:24.460 ⇒ 00:26:36.830 birdiejackson: No worries, yeah, and, like, honestly, it’s easier for me to hop on a call and do these sorts of calls than, like, Slack back and forth, so if even we just need to get, like, 15 minutes, we can, just, like, Slack me, and I will find some time for you.
232 00:26:36.830 ⇒ 00:26:37.890 Amber Lin: That’s good to know.
233 00:26:37.890 ⇒ 00:26:38.740 birdiejackson: Yeah.
234 00:26:38.740 ⇒ 00:26:39.160 Amber Lin: Awesome.
235 00:26:39.160 ⇒ 00:26:41.520 birdiejackson: Alrighty! Well, I hope you have a great rest of your day!
236 00:26:41.520 ⇒ 00:26:42.700 Amber Lin: You too.
237 00:26:42.700 ⇒ 00:26:43.290 birdiejackson: Thanks.
238 00:26:43.620 ⇒ 00:26:44.360 Amber Lin: Bye.
239 00:26:44.360 ⇒ 00:26:45.110 Robert Tseng: Bye.
240 00:26:45.460 ⇒ 00:26:46.539 birdiejackson: Oh, bye, Rob.