📣 Marketing

CRM Marketing

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Definition

CRM marketing is an approach to marketing based on customer data: segmenting the base and personalizing communications across the whole lifecycle to grow repeat sales, retention and lifetime value.

What CRM marketing is

CRM marketing means working with known customers and their data rather than with anonymous traffic. The company gathers purchase and behaviour history into a single profile, splits the base into segments and builds personal scenarios for each stage of the lifecycle: from the first purchase through retention to win-back.

The customer lifecycle

Stage	The CRM marketing job
First purchase	Onboarding, lowering the barrier to a second order
Active customer	Upsell, growth in frequency and order value
Lapsing	Retention, a personal offer
Dormant	Reactivation

The technology foundation

CRM marketing rests on three layers:

Data — a single customer profile (CDP).
Segmentation — splitting the base by behaviour and value (behavioral segmentation).
Action — delivery in the channels (the customer’s own email and push) and personalization on the site.

Gravity Field covers the data, the segmentation and the onsite layer, working on top of the retailer’s existing campaign system — without duplicating the ESP.

Metrics

Lifetime value — the headline measure of CRM marketing success.
Purchase frequency and average order value (AOV).
Retention and churn by segment.

Common mistakes

Segmentation for its own sake — dozens of segments with no distinct scenarios behind them.
Duplicating tools — buying a second campaign platform instead of adding a layer on top of the one already in place.
Ignoring the onsite layer — putting every communication into email, when the site can personalize in the moment.

Frequently asked questions

How does CRM marketing differ from ordinary marketing?

Ordinary marketing usually works on acquiring a new audience with mass messages. CRM marketing works with customers who are already known, using their data — purchase history, behaviour, segment — and builds personal scenarios across the whole lifecycle. The focus shifts from reach to retention and lifetime value.

Which tools does CRM marketing need?

A single customer profile (a CDP) as the data source, a segmentation tool, delivery channels (email, push and messengers — usually already in place) and a personalization layer on the site and in the app. Gravity Field covers the data, the segmentation and the onsite personalization without duplicating your existing sending system.

Where should CRM marketing start?

By merging customer data into a single profile and building basic segmentation (new / active / lapsing / dormant). Then personal scenarios for the key segments: onboarding after the first purchase, upsell to active customers, reactivation of dormant ones. The effect is measured on lifetime value, purchase frequency and retention.

Gravity Field

Data and Segmentation in Gravity Field

Gravity Field provides a CDP, an affinity profile and segmentation as the foundation for CRM marketing — and personalizes the site by segment without duplicating your sending system.

✦A CDP — a single customer profile built from site and app behaviour

✦An affinity profile for segmentation without third-party data

✦Dynamic segments refreshed in real time

✦Personal recommendations for insertion into your existing campaigns

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