Meeting Title: Lifecycle Analysis Briefing Date: 2025-12-04 Meeting participants: Henry Zhao, Zoran Selinger
WEBVTT
1 00:00:09.240 ⇒ 00:00:10.770 Henry Zhao: How’s it going, Zaran?
2 00:00:11.280 ⇒ 00:00:14.160 Zoran Selinger: Yeah, yeah, good, good.
3 00:00:15.190 ⇒ 00:00:18.139 Henry Zhao: Cool. Shaping up to be a fine week.
4 00:00:18.740 ⇒ 00:00:27.430 Henry Zhao: Good, good, good to hear. Yeah, so now, this, yeah, I have to figure out what all this is.
5 00:00:28.230 ⇒ 00:00:29.769 Henry Zhao: Pretty simple, honestly.
6 00:00:29.960 ⇒ 00:00:31.059 Zoran Selinger: Yeah, okay.
7 00:00:31.060 ⇒ 00:00:35.850 Henry Zhao: Yeah, this won’t take even close to 30 minutes. It’ll take 5 minutes, and then if you have any questions, you can ask me. That’s about it.
8 00:00:35.850 ⇒ 00:00:36.780 Zoran Selinger: Okay, cool.
9 00:00:36.780 ⇒ 00:00:53.740 Henry Zhao: So, I think what you need to know only is that Judd is responsible for lifecycle marketing, right? So, he’s responsible for a lot of, win-back and abandoned cart campaigns. So, as well as, like, kind of the onboarding campaigns, I think.
10 00:00:54.210 ⇒ 00:00:59.559 Henry Zhao: But I haven’t done any analysis on the onboarding stuff, but you can talk to him and figure out if that’s something that you care about.
11 00:00:59.760 ⇒ 00:01:06.139 Henry Zhao: The dashboard that really matters is this lifecycle Marketing Report, okay?
12 00:01:06.250 ⇒ 00:01:09.240 Henry Zhao: So I’m gonna show you what he cares about. Alright, let me send this to you.
13 00:01:16.530 ⇒ 00:01:19.229 Henry Zhao: And like I said, it’s very simple, actually. So…
14 00:01:20.450 ⇒ 00:01:23.430 Henry Zhao: Between you and me, his main goal is.
15 00:01:23.830 ⇒ 00:01:29.599 Henry Zhao: retention between months 3 and 6, okay? So, he doesn’t care about 1 to 2, he doesn’t care about 7 onward.
16 00:01:29.810 ⇒ 00:01:46.189 Henry Zhao: The reason is because this comes from ELT, first of all, and secondly, like, 1 to 2 he can’t really influence, because it’s more like a marketing thing, where, like, the top of funnel is what matters, and 7 plus, I don’t think we even have time to really analyze that, right? Because it’s so much in the future, and Judd’s only been here for a few months.
17 00:01:46.270 ⇒ 00:01:56.180 Henry Zhao: So, right now, his focus is specifically this piece, okay? So, out of the people that made a first order in each of these months, how much were they retained months 3 through 6?
18 00:01:56.530 ⇒ 00:02:08.069 Henry Zhao: And they want him to show improvement, okay? So our goal is to go out here and help him analyze what we can do to basically increase these retention rates. So things that you can think about are, like, when people’s drugs are up.
19 00:02:08.410 ⇒ 00:02:16.109 Henry Zhao: How do we get them to make sure that they renew, or they buy another drug, or something like that? Okay, that kind of sounds messed up when I say it out loud. Like, how do we keep people…
20 00:02:16.110 ⇒ 00:02:18.170 Zoran Selinger: Addicted.
21 00:02:18.170 ⇒ 00:02:20.300 Henry Zhao: You know what I mean, right?
22 00:02:20.720 ⇒ 00:02:28.349 Henry Zhao: So, a lot of things he works on is in Customer I.O, okay? So you can see here all of the sends that he does. The big one is this account creation welcome flow.
23 00:02:28.430 ⇒ 00:02:47.239 Henry Zhao: But I don’t know that there’s much that you can analyze there. One thing… okay, we’ll go step by step, okay? Okay. So, here I have a breakdown by campaign performance, so it shows, like, how many orders came from his abandoned cart emails versus cross-sell versus win-back versus other, right? So, other includes this, like, account creation welcome flow, so…
24 00:02:47.810 ⇒ 00:02:59.570 Henry Zhao: be mindful that there’s a lot of junk in the other bucket. But then it shows, like, the order total, you can filter by the order dates, and then I gave them the breakdown by campaign. So you can see, like, account creation welcome flow is really high.
25 00:02:59.570 ⇒ 00:03:09.470 Henry Zhao: You might want to, like, look into if this is, like, an attribution issue or something like that. But then basically, the logic is, if it has the words, like, AC or,
26 00:03:10.190 ⇒ 00:03:24.790 Henry Zhao: No, not AC. Yeah, it is AC. If it’s AC, but it’s not account creation, it goes into account abandoned cart. If it’s CS or cross-sell, it goes into cross-sell. WB or Winback goes into WinBack. You can go into the query and see, like, the logic.
27 00:03:25.280 ⇒ 00:03:29.149 Henry Zhao: Well, basically, that’s how it’s classified, and everything else goes into other. So…
28 00:03:29.320 ⇒ 00:03:38.870 Henry Zhao: Lead Acquisition broadcast, this is other, so this helps him see, like, what are the other orders coming from the other bucket. But this is all he has right now, so we haven’t really dug deep into it.
29 00:03:39.020 ⇒ 00:03:46.070 Henry Zhao: And then he has a daily retention also, so he… since he has that weekly retention, he also wants to break it down by day, like.
30 00:03:46.290 ⇒ 00:03:50.759 Henry Zhao: which days did he have to pay for actually improving retention? So, yeah, stuff like this.
31 00:03:51.940 ⇒ 00:04:04.710 Henry Zhao: And then what he does is he goes into Customer I.O, and he sets up the campaigns and actually tracks them, and then he’ll go to people, and some things that he can influence are, like, playing around with the attributes in Customer I.O, right? So attributes like,
32 00:04:04.710 ⇒ 00:04:13.059 Henry Zhao: LTV, something like that, right? So, he might want to do a campaign for people with the highest LTV, or whatever the highest predicted LTV is.
33 00:04:13.250 ⇒ 00:04:16.350 Henry Zhao: Etc, and this all comes from…
34 00:04:17.640 ⇒ 00:04:23.360 Henry Zhao: a model, a dbt model, which is called Customer… Enriched profiles.
35 00:04:24.730 ⇒ 00:04:29.589 Henry Zhao: So, Customer Enriched Profiles is the table that calculates all this stuff. Basically, Wish did this.
36 00:04:30.000 ⇒ 00:04:30.630 Henry Zhao: Instead.
37 00:04:30.630 ⇒ 00:04:31.070 Zoran Selinger: Right.
38 00:04:31.070 ⇒ 00:04:31.870 Henry Zhao: Braille.
39 00:04:32.600 ⇒ 00:04:33.200 Zoran Selinger: Okay.
40 00:04:33.200 ⇒ 00:04:37.860 Henry Zhao: Okay, and then there’s another thing that I built, which is called,
41 00:04:42.400 ⇒ 00:04:49.639 Henry Zhao: treatment follow-up reminders. So this is another thing to help him do his job well, which is basically a table that shows
42 00:04:49.830 ⇒ 00:05:07.089 Henry Zhao: each day, like, which users are up for renewal, right? So, in order to renew, they need to do a follow-up. So the follow-up includes doing, like, a check-in on the specific drug that they have with a pharmacist, and then they’re able to repurchase. But if they don’t do the follow-up, then they can’t do it, and so they’re going to churn, right?
43 00:05:07.710 ⇒ 00:05:17.720 Henry Zhao: So this table basically runs a script every day and says, like, these are the users that have a follow-up date, either they just missed it within 14 days, or it’s coming up within 7 days, so that Judd can come.
44 00:05:17.720 ⇒ 00:05:18.240 Zoran Selinger: Right.
45 00:05:18.610 ⇒ 00:05:25.149 Zoran Selinger: So the last column is either, is going from minus 14 to plus 7.
46 00:05:25.310 ⇒ 00:05:29.599 Henry Zhao: Right. So he can go… the days till follow-up is equal to 7?
47 00:05:29.860 ⇒ 00:05:35.150 Henry Zhao: And do a campaign, and say, okay, these 31 people, like, your follow-up is coming up in 7 days!
48 00:05:35.150 ⇒ 00:05:36.000 Zoran Selinger: Yeah.
49 00:05:36.000 ⇒ 00:05:37.609 Henry Zhao: And so that’s, that’s the table.
50 00:05:38.060 ⇒ 00:05:39.020 Zoran Selinger: Excellent.
51 00:05:39.480 ⇒ 00:05:43.940 Henry Zhao: Okay, so that’s basically it. This is all the things that we have for lifecycle marketing.
52 00:05:45.080 ⇒ 00:05:50.750 Zoran Selinger: So, when it comes to… so all of these campaigns are basically email campaigns.
53 00:05:51.680 ⇒ 00:05:54.039 Henry Zhao: Email and SMS, so that’s gonna.
54 00:05:54.040 ⇒ 00:05:56.650 Zoran Selinger: Oh yeah, oh yeah, we have SMS fine.
55 00:05:57.140 ⇒ 00:05:59.360 Henry Zhao: Yeah, so that’s what you see here,
56 00:06:00.110 ⇒ 00:06:08.679 Henry Zhao: I would just make sure he doesn’t change it, because I’m analyzing based on only these UTMs. So I’m only looking at…
57 00:06:08.880 ⇒ 00:06:16.850 Henry Zhao: these three, okay? So I’m only looking at email action, SMS action, if he adds new ones, we’re gonna have to make a ticket and add it here, okay?
58 00:06:17.130 ⇒ 00:06:19.530 Henry Zhao: Because I hard-coded the filter.
59 00:06:19.860 ⇒ 00:06:21.569 Henry Zhao: And that’s because he asked me to.
60 00:06:22.580 ⇒ 00:06:23.280 Henry Zhao: Okay.
61 00:06:23.280 ⇒ 00:06:24.929 Zoran Selinger: I’ll keep an eye on that.
62 00:06:26.300 ⇒ 00:06:28.040 Zoran Selinger: Okay.
63 00:06:28.800 ⇒ 00:06:32.620 Henry Zhao: That’s it, that’s all we really have for Judd. He’s a pretty easy person to work with.
64 00:06:32.900 ⇒ 00:06:35.070 Henry Zhao: Yeah, that’s funny.
65 00:06:35.070 ⇒ 00:06:48.079 Zoran Selinger: what’s… so at the moment, so what’s our deliverable here? That’s generally… so he will, he will ask for a feature, like that reminder thing.
66 00:06:48.080 ⇒ 00:06:48.430 Henry Zhao: Yeah.
67 00:06:48.430 ⇒ 00:06:49.429 Zoran Selinger: Yeah, but also…
68 00:06:49.430 ⇒ 00:06:56.140 Henry Zhao: He doesn’t ask anymore. So now, what Robert wants us to do is, like, work with him and make suggestions so that we’re showing our value.
69 00:06:56.850 ⇒ 00:07:00.319 Henry Zhao: Right, right. So it’s not even more things that he’s asking for, it’s more…
70 00:07:00.570 ⇒ 00:07:02.859 Zoran Selinger: We’re going from reactive to proactive.
71 00:07:02.860 ⇒ 00:07:04.159 Henry Zhao: Yes, exactly.
72 00:07:04.160 ⇒ 00:07:05.710 Zoran Selinger: Okay, I understand.
73 00:07:05.920 ⇒ 00:07:14.580 Zoran Selinger: Okay, okay. I’ll… I’ll rewatch this, again tomorrow, and, really, really,
74 00:07:15.880 ⇒ 00:07:21.440 Zoran Selinger: sit with… sit with this, and I’m gonna, yeah, I’m gonna meet with him, and…
75 00:07:21.440 ⇒ 00:07:31.179 Henry Zhao: That’s all you really need to do. All you need to do is meet with him, kind of understand what he does, and make suggestions. That’s about it. Okay. Yeah. What I showed you today is the only thing we’ve done for him.
76 00:07:31.780 ⇒ 00:07:37.880 Zoran Selinger: Yeah, alright. I mean, that… well, that looks great. That looks really good.
77 00:07:39.350 ⇒ 00:07:39.870 Henry Zhao: Yep.
78 00:07:39.870 ⇒ 00:07:48.360 Zoran Selinger: Okay, yeah, there’s quite a few options, and reports look nice, and obviously, if I can… if…
79 00:07:48.890 ⇒ 00:07:55.289 Zoran Selinger: It seems pretty… pretty easy to use, which means it’s… they’re good reports.
80 00:07:55.290 ⇒ 00:07:57.799 Henry Zhao: Thank you. You can probably do the other stuff in Omni, right?
81 00:07:57.980 ⇒ 00:08:05.810 Henry Zhao: It’s pretty, pretty easy to use with Omni. Oh yeah, Omni seems so good. Okay, yeah, okay. I’m doing my training yesterday on Omnia, it was…
82 00:08:06.040 ⇒ 00:08:09.800 Henry Zhao: It’s pretty similar to Looker and Tableau, like, if they had a baby, so it’s…
83 00:08:09.800 ⇒ 00:08:24.669 Zoran Selinger: Yeah, yes, yes, yeah. Okay, cool. I’ll ask, if I… if I get stuck, I might ask you more questions, but, things pretty, pretty, pretty understandable there.
84 00:08:25.340 ⇒ 00:08:26.709 Henry Zhao: All right, sounds good.
85 00:08:26.710 ⇒ 00:08:27.720 Zoran Selinger: Thank you. Bye-bye.
86 00:08:27.720 ⇒ 00:08:28.820 Henry Zhao: Take care, bye-bye.