Klaviyo

Cool new Klaviyo feature 🚨 You can now Compare Models in attribution settings, allowing you to: - Preview changes in overall performance across campaigns/flows/channels before applying them across an account - Individually adjust attribution window by open vs. click actions - Add a "delivered SMS" interaction to attribution (though this will balloon your numbers if you're heavy on SMS messaging) "Attribution" is a funny thing for most brands. When I talk about performance of a client's account, we stay away from saying things like "This email did $XYZ." Instead, it's important to recognize that there are many factors that drive a sale across many channels. We use language like, "$XYZ was impacted by Klaviyo." While I advocate that most brands should be doing more holistic reporting across their entire business, it's helpful to have some control over the way in-platform performance looks, as it is always a great way to gauge effectiveness of a message -- especially when you are using tighter windows on click actions.

You might know the Klaviyo Champions Summit happened recently. But did you know it was a 3-day marketing think tank for ecommerce brands? Some of the sharpest minds in the lifecycle and retention marketing space are shaping their strategies based on things like this… 1. #Attribution is changing, but the “halo effect” is real. For the consumer, it can feel reassuring to know your data is protected. For marketers, it’s more difficult to say a “click” or “conversion” was truly attributed to the right action, channel, or time. 2. Consider then how much data is required to enable personalized marketing at scale. If you’re going to change the content of an #email, a text message, or even a whole section of your website so it’s dynamically personalized based on what’s relevant to each person, you’ll need a strong foundation of data. How you collect and manage that data matters. Klaviyo makes it easier. With the observations me and the other Champions shared with the product teams, Klaviyo is on the way to becoming even better. 3. Now #AI inevitably enters the conversation, as we consider ways to help marketers work smarter, faster, with more precision. When you have a brand that spans at least 2 international markets, with automations enabling a variety of customer journeys, the stakes are raised on managing that system of #automations. It’s challenging to effectively manage this for just one market. Each additional country and channel adds complexity. Ensuring customers don’t feel burned by an overwhelming volume of incoming messages while sending them the right amount of content to keep them engaged across various channels impacts your #segmenting and content strategy just as much as it requires a keen eye when configuring your automation logic. Then there’s deliverability to consider. And creating content variations so that just enough is personalized to make it feel highly relevant to the recipient. We all know AI can help us scale these things. I can’t share details, but the vision Klaviyo’s working towards excites me. AI can fall short when it lacks the proper context. But if you give it that context, alongside the rich customer data you store in Klaviyo, you get closer to AI that can give you strategic analysis and suggestions – acting like a supporting team member. And you don’t have to agonize over creating the “just right” prompt to unlock those insights. Can you imagine how transformative that would feel? I’m grateful to the Klaviyo team for being so receptive to the feedback we give and for the good humor with which they answer our hard questions and accept our criticism. A huge thank you to the Klaviyo Community team for organizing such a wonderful event for us to take part in. Sometimes you focus and lock in, look up, and two weeks have passed. If you asked me, I’d say I just returned from the Klaviyo #ChampionsSummit. Here’s looking forward to the next one.