Leveraging Data and AI to Bolster Luxury Holiday Sales

Thank you for joining today's windfall webinar series on leveraging data and AI to bolster luxury holiday sales. We'll get into a little bit of the agenda here as well, but, thanks so much for, joining us today. So by way of introduction, my name is, Max Katarzy. I am the director of, retail here. I am joined today by, Matt Donohue, who's the head of, customer solutions. Say hi to everyone, Matt. Afternoon. Appreciate you joining today. Excited to chat through some of the trends we're seeing in the industry and how Windfall fits in. Perfect. So quick background. If you're new to Windfall, Windfall is a people intelligence and AI company based in San Francisco. We track more than 100,000,000 households, including 20,000,000 plus affluent households and over a $100,000,000,000,000 in wealth. More than 1,500 organizations, work with us here at Windfall. We want this webinar to be informative and interactive, so please drop any questions you might have in the q and a anytime. We will, save some time at the end for q and a. And so with that, I'll go ahead and move on to our first poll. Matt, if you can initiate that poll for us. The question is, why did you join this webinar? And it's a multiple select. The options here are, I want to get want to, plan, for this holiday season. I wanna find more customers that look like like our best customers. I wanna get more of our ads and retargeting, and, I wanna learn more about windfall data, product, and services. So as the answers are coming in, looks like the majority of people want to find more customers that look like the best ones, so definitely in the right place. We'll just give people a few more seconds as the answers trickle in. And... Alright. There we go. So we have, everyone wants to find more customers like their best ones. It seems like they wanna get more of, their ads and retargeting, 50%. And then, the other half, wants to learn more about Windfall. So definitely in the, in the right place here. So moving on to our next slide. For the main topic here, using data and AI to bolster holiday sales. Now this is a Google search that we are, looking at on the screen, and, this Google search is showing interest over time for terms like third party data and data enrichments. As you can see, the peaks keep on climbing. So teams are asking the same question, which is do we have the right data in our systems, and does it give us enough context to act? So AI is a big part of this massive interest growth as people are quickly finding out that AI is is only as good as the context you feed it. So it's the old, garbage in, garbage outs, that's... That we've heard of for for years, and this is exacerbated, in the world of AI. So moving into the agenda, real quick. This quality issue is exactly what we're gonna be talking today, the data quality issue. But before that, we're gonna do a quick windfall overview for a couple of minutes, and then we'll dive into immediately some of the trends that we're seeing with luxury retailers in the holiday season. We'll then dive into how to leverage data across stages of a customer... Customer's life cycle before we focus specifically on gift buyer personas. Finally, we'll end on strategy and segmentation. And at the end, if you have any questions, please do submit those in the q and a. There is a, q and a chat button. So if you wanna go ahead and, pepper those in throughout the conversation, that would be fantastic, and we will answer some questions at the end of this session. So, overview of today's webinar. We always like to, set expectations. So, generally speaking, this is, what you will learn. This is really meant to be for go to market professionals in the retail sector who are interested in data driven strategies. So as I mentioned, that's that's who it's for. And and and on the other side, on on the right hand side, we have, who... What we won't cover. Right? So, this is not gonna be a windfall commercial. We won't be talking about our pricing or necessarily how you can partner with us today. But we're gonna... You know, we'll be happy to to answer all those questions, separately, but, that's not that's not the, the goal of this presentation. So, we're gonna go ahead and get kicked off here. But before we do that, we are going to launch another poll. So this poll, our question is what proportion of your annual revenue is driven by q four sales? So, Matt, please go ahead and launch that for us. I know that this is a very hot topic around this time of the year. A lot of retailers, have a significant amount of their revenue that's, done in q four. There's always a lot of projections. It's always exciting to see what happens for Black Friday. This might not be the Black Friday crowd, but, it's always, interesting interesting finger on the pulse of the consumer. So give people another couple of minutes to give us some, some answers here. So far, it looks like, less than 25%, so not not as, mission critical as, as we thought. So, that's interesting. Interesting mix of of people here. Perfect. So let's, let's go ahead and move on to the rest of the agenda here, and we'll start with a, windfall overview. So our vision is to, democratize access workflows and insights on people. We've been around since 2016, and, you know, the keyword here in this slide is people. And, that's because a lot of times when we're working with our customers and prospects, they really wanna understand not only the consumer behavior, psychographic and demographic information, but also where people work and how things change in their professional lives. So we combine all of that data together, and we call it people data. Now the reason why, we started this company is because legacy solutions, missed the mark. They were founded in the nineteen seventies and, nineteen eighties, and, you know, we are a more modern solution. There was a study done by Deloitte several years back where they looked at these legacy providers, and they were trying to evaluate how accurate they were. And what they found is, an example here of, Jane Smith, who on the left hand side, you can see some, some interesting information. But then on the right hand side, you start seeing what happens in reality. So if I just look at the columns on the left hand side, it looks pretty good in the first three rows. But what Deloitte found is that the data itself was about 50% accurate. So think about the tools that you use every day and the data that you use every day to make decisions. How confident would you be in your decision making if you knew that they were just 50% accurate? Well, probably not very accurate. So the reason why, a lot of this data is not necessarily very accurate is because the legacy vendors are using, older, methodologies, surveys, and census data. They're extrapolating information, and they're they're not necessarily refreshing it, very frequently. So, from from a information standpoint, their logic is that if I live in a wealthy ZIP code, my neighbors probably look fairly similar to me. But the problem is that, you know, we're based in San Francisco as a company, and everybody in my ZIP code, should be a millionaire according to that methodology. And that's just simply not really the case. So I'm very different from my neighbor who's very different from the person who lives across the street. And in addition to that, you add on that the data is refreshed only on an annual cadence, possibly the quarterly, updates at best. It's just really not being refreshed on a regular basis. So we counter that with windfall where we update our data every week so that we make sure that's, that our clients have the best possible information. So the result of that is companies, you know, that are using legacy data contribute to over $20,000,000,000, of wasted spend every year in The US. And so that's the problem that we're here to to solve. And so windfall, we are a, we're trusted by over 1,500 organizations. We, in particular, we're... So we're a 100%, yeah, US focused. We track over a 100,000,000 households in The US, 20,000,000 of which we consider affluence, which we define as anybody who has a net worth above $1,000,000. The way we calculate net worth is assets minus liabilities, looking at the balance sheet on the household. So, for example, if I'm living in San Francisco and I had a $1,000,000 property, but I had 800 k mortgage, I would take the 1,000,000 minus the 800,000, and that would actually be worth only 200. So in that case, if that were my only assets and liabilities, I wouldn't be considered affluent even though I live in that multimillion dollar or in that million dollar property. So Windfall takes all of that into consideration. And, again, we update the information on a weekly basis. And, some of our incredible clients, here on the top, they span from luxury retail to travel to hospitality and financial services. We also work with a ton of spokes in the nonprofits... Nonprofit space, which is something that we've, we're we're also very well known in that space as well. Now what is this data used for? So, really, this data empowers, organizations to, do three main things. The first one is to identify, who their best customers are. The second is to understand, where they're winning and losing through segmentation and analysis. And the third is to engage, and and do personalized outreach, so that you can go after the right people at the right time with the right message. So to make this, come to life a little bit, I wanted to just quickly share a case study, from, Kern Azabetz. They are a luxury multi brand boutique where the in store experience drive sales. As they set their sights on ecommerce and store expansion, they were looking for a solution that helped guide their workflows. Historically, their associates were prioritizing clients based on their spend alone and lacked context on, their ecommerce buyers. So with the data living across different systems, NetSuite and Shopify, it was difficult to get a holistic omnichannel view of how customers shopped. So Windfall enriched their Shopify and NetSuite customer records with wealth data, which flowed into Klaviyo for segmentation. And by using a simple color grading system, they were able to prioritize outreach for associates, email marketing, and develop powerful look alike audiences. Using in fall... Windfall, they were able to reengage dormant clients and onetime buyers with wallet share opportunity, which improved the performance on existing life cycle marketing programs. Additionally, by using Windfall for net new marketing, Kernizabet was able to drive higher value ecommerce buyers and improve repurchase rates. So that is one of many stories from our wonderful customers. If you, want to, see some more, we have a plethora of case studies here. We are going to just paste a few of those links into the chat, so you can check them out, on your own time. But now, I'm gonna turn it over to Matt for, the main attraction. Take it away, Matt. Awesome. Thanks, Mac... Max. So let's talk through some of our luxury retail and holiday market trends. And the first one here, you know, really ties back to this current state of the economy. So if you've been watching the the news lately, you've likely heard economists talk about the emergence of the k shaped economy, and it's really speaking to sort of this divergence in outcomes for households based on their ability to spend by both income group and as what Windfall is seeing in our data, you know, their overall net worth. And so as we take a look at sort of this divergence, you know, the top 20% now account for roughly 60% of consumer spending. This is up pretty significantly, relative to historical baselines and really indicates the value to focus on those that are... Have the ability to increase their their wallet share through using data. And we can see this gap is kind of widening over time where those affluent consumers, you know, have generally good consumer sentiment even as the economy enters sometimes of turbulence. And so if fewer customers, you know, now driving a larger percentage of sales volume, It's really where precision based targeting as you're conducting top of funnel paid media becomes really important. And enriching your CRM file, you know, is really valuable as well and identifying those that have the ability to spend more with your brand over time. And so as we're taking a look at just the overall shifts in wealth from Windfall's dataset, we're tracking consumer wealth at the household level. So you have an understanding of a precise net worth for each matched record. Now what we're looking at here is the overall percentage of wealth held by the millionaire class. And we can see this is increasing over time, as these individuals become wealthier. And it's not just the concentration of wealth, but the number of affluent households in general in The US is growing pretty significantly as well. And so we're seeing a a doubling in the number of consumers who have the ability to make major purchases. Many of these are, you know, older adults, who perhaps their path to millionaire status was through the appreciation of their real estate or their four zero one k as markets have moved. And we also see sort of the next generation of wealth emerging here as well as we see the generational transfer of wealth among generations. And so this is where using your timely data insights becomes really important and not just understanding who has spent the most with your brand, but who has the capacity to to spend more in the present day based on the current economic macro as well as what's going on with their household? And industry research really backs this up. One study that we took a look at here by Bain is really looking at the share of luxury good spending attributable to VICs, you know, the top tier of clients for a given brand, and this was an international study. And what it's really showcasing is VICs are growing in their importance to a brand within the luxury sector. So as we look at 2025, which they've posted the actuals for now since the study, you're seeing roughly 46% of luxury spending is attributable to just a very small fraction of buyers. And so this really goes to show the importance of focusing your clienteling efforts on those clients that have the ability to spend more with the brand and the need to invest in solutions that'll help you surface these individuals before they become a VIC. So how do you find those potential VICs within your broader CRM file? Because they're really gonna have an outsized revenue impact for your business over the long haul. And this is where data solutions like Windfall can really help you surface those hidden gems within your CRM and focus, you know, time, energy, and effort on those clients that are most likely to become your future VICs. This could be through paid media and remarketing to those individuals within your CRM file. Or as we discussed with Max for Kirna Zebet, you're really using this data to inform clienteling and interactions that store staff were having with folks as they visited a boutique. So there's use cases here both from a marketing perspective as well as data enrichment. The study also found that consumers have a preference for experiential led commerce across different sectors. This includes travel and hospitality, fine dining, you know, high end furniture and housewares. So as we look at, you know, growth over the last couple of years, you know, these categories are really, you know, continuing to see a boom. And over the last years, they've updated some of the numbers here in their 2026 update. You know, consumer sentiment towards experiences, you know, is really outpacing tangible goods. So this is where, you know, focusing on those that have a higher spend capacity or a recent life event that would indicate their timing is right for a luxury purchase can really help drive further sales for for your brand. And a lot of this has to do with, you know, personalization. Right? As you think about some of the experiences that a consumer may have and some of these categories, you know, they're really looking for something that feels like a a white glove service or interaction with a brand. And this is where the study also found that, know, consumers generally are dissatisfied with their current in store experience and, you know, really feel like they get the same experience across brands regardless of, you know, their current transaction history. And this is really where, you know, data enrichment can help your organization unlock the the next wave of growth for your brand and really help your organization personalize that experience, not only by understanding consumer wealth, but other attributes as well as it relates to their interests, their behavior, their career. And this is where, you know, Windfall really excels in working with partners. As we look at sort of holiday growth, we can see based on the latest estimates in the holiday shopping outlook here published in September that we're expecting holiday growth to be back, but it is shifting towards online consumers. And so with a forecasted growth rate of around four and a half percent, a lot of that is attributable to inflation as well as the the growth that we're going to experience across the ecommerce sector. This really indicates, you know, the importance of understanding your ecommerce buyer further. And, well, ecommerce continues to grow at, you know, pretty significant rate. You know, in store sales, you know, still carry the majority of sales volume. And so this is where understanding sort of that omnichannel shopper becomes important as well. And so this is where using a data enrichment solution like Windfall, you have the ability to gain insight into sort of those ecommerce buyers that maybe your team hasn't had the opportunity to interact with yet and understand a little bit more about their profile. And as you're thinking about in store experience and clienteling and personalization opportunities, you know, how do we ensure that the stores continue to drive performance of luxury sales when we're expecting, you know, some softening there from a growth perspective this holiday season. Awesome. Thank you, Matt. So now I'd love to talk about how the market has changed. We'll talk a little bit more about luxury spend and how it's fundamentally changed in the last four or five years. So in, retail, for example, we've seen that the top 2% of your clients generates about 45% of spend. And in fact, if we look at things like luxury travel, you're gonna see a very similar trend there. A key aspect of this, relates to, aspirational buyers. We have some stats on that later, but, if we think about the folks who may have splurged on a certain purchase beforehand, that's starting to go away. We see this across the board with a lot of our, clients here at, at Windfall. The the affluent, markets in in The US, however, is still going strong with, with a lot of, even throughout the volatility, which is, why we've seen luxury brands shift their focus to the very important clients, so their their VICs. So in this scenario, performance marketing is no longer something that you can really ignore. You can't just rely on brand marketing alone. And it's not just about net new customer acquisition. There is a huge focus now on retargeting specific customers. Retargeting your best customers, the one that have that spend potential. So how do you make sure that you build that engine? That's really where AI and accurate data come into play. So growth is certainly concentrating to fewer and fewer customers. And if we look at the nonprofit ecosystem as an example, the growth in nonprofit fundraising has, continued to increase year over year, but the amount of individual donors is actually going down. So we're seeing some similar patterns in in retail, and, we're relying on fewer and fewer folks to actually generate larger and larger impacts. So now what we're gonna do is we're gonna talk through some of those trends, and what we're seeing and the data points that, that we have around very important clients. Awesome. So let's discuss how you can really begin to leverage digital retargeting and life cycle marketing to get back in front of those high value or high potential clients. So as we think about setting up a data driven workflow, you likely have a lot of information across various platforms and systems. Perhaps you have one platform that's sort of managing your client telling experience, you know, another where you're storing your CRM data, and a third that perhaps has more context, from a data warehouse perspective on the purchase history. Maybe you've had, you know, system migrations, for example, and sort of the longer history is available within that platform. This is where using tools like WinVolve can be really valuable and kinda connecting those dots and getting a holistic picture of your consumer's profile. And so the first thing we'll do is ingest these data sources and provide data enrichment. So really providing you further context on that consumer's profile. You know, this includes attributes like net worth so you can understand spend capacity and potential assignment for private client use cases as well as just better understanding personas and segmentation strategy. For example, with career insights, you can begin to understand if there's a pocket of executive buyers or those that have recently been promoted, and perhaps, wardrobe refresh is in order. Some of these data attributes can be really helpful in thinking through, you know, not only, who you're targeting, but what types of conversations might be most relevant. And then, of course, you know, the data, once you have some of those learnings, can be used for acquisition purposes as well. So perhaps you wanna double down on a particular customer segment. You know, you can leverage Windfall for retargeting, but also tapping our PeopleGraph to get in front of net new prospects that'd be a really good fit for your brand. So using paid media as a way of getting in front of those individuals that you want to increase brand awareness and ultimately lead them to your site as a new subscriber or purchaser. And so we'll talk through some of the additional life cycle marketing and upsell and cross sell use cases here in just a couple moments as well. And so starting with segmentation and targeting, it's really where you can use the Windfall application to sort of build a heat map of your highest propensity consumers within your database and begin to prioritize them based on different dimensions. And so you can use our application to conduct, you know, market analysis, really understand where these individuals live, you know, where there's primary residences relative to your locations. This can be helpful for market planning as you're thinking about potential new store openings or closures, maybe pop ups or trunk shows. So really beginning to understand more about your buyer and sort of where they're at can help inform some of those use cases. It can also help with enhancing your retargeting campaigns. So using Windfall's people graph to increase your reach across paid channels, you may have one email or address on file. When you match to Windfall, we'll leverage all of the identifiers in our graph for audio... Audience onboarding, which can help improve your odds of matching to their Facebook profile, for example, or their Google profile. So just making it easier to market to those consumers within your database at scale. And for net new audiences, you have the capability to build and activate those lookalike segments based on your ICP, using WinFalls dataset. So it really can bookend your strategy from location selection all the way to, you know, acquiring that next best customer. And so as we talk about sort of mining the the database, you know, you could think about this as, you know, the records in your CRM, sort of what it looks like today. You're really trying to prioritize those that are going to be the most likely to convert to high value buyers and those that are most likely to respond to different types of outreach. Maybe you're thinking through your direct mail program, for example, or getting additional touches in through client telling, whether that be email or SMS. By using data as well as AI and machine learning, you can really begin to reorder your database to help optimize for these outcomes. So instead of having to turn over, you know, each stone here, you're really having the ability to conduct this outreach at scale and focus on the cohorts that are most likely to convert to a high value client. And so by marrying your CRM data with third party people data like windfalls, you can really ensure ensure that that your your programs are generating a higher overall ROI. And one way to to think about this as a retail brand is really extending your remarketing efforts beyond email from a a life cycle perspective. And this is where Windfall can help your brand target consumers across different digital platforms as well as direct mail. Perhaps you have email subscribers that you want to get a piece in home for. Windfall can match to that subscriber and facilitate providing an address to your direct mail vendor, and you have the ability to get a piece in home. Perhaps you're thinking a bit more about programs that can scale well outside of just direct mail, which can be more costly. You can leverage Windfall for remarketing across digital platforms. So as that subscriber or client is scrolling through Facebook or Instagram, you have the opportunity to serve them ads, try and move them down the funnel or get them back in the funnel. And so this is where using, you know, Windfall's data can be really powerful for some of those programs you're likely already running today. Windfall solution is using, you know, known identifiers, so contact data within your CRM, as well as our people graph, which can be effective in moving away from more cookie based solutions. Now as we think about getting in front of these customers across these different platforms, I mean, you may be doing direct list uploads today. So leveraging a list of clients or subscribers and loading that up into your ad accounts. This can be a really effective way of retargeting subscribers and clients, But your ability to resolve to... An identity to someone's profile on these platforms, you know, is really contingent upon the data that you've collected as you've gotten to know the client better. You may only have, for example, you know, name and email. You know, the match rate for that record to a platform is going to be lower than those that have actually transacted with you. Maybe they were a customer, you know, five years ago, and you wanna win them back. You may have an outdated address on file. And so these are examples where using Windfall's platform, you have the ability to increase your your match rate to these walled gardens. And so this is one example here, from a client in the luxury retail space. You can see they're getting around a 50% match rate, by direct upload to Meta. But leveraging Windfall's platform, we're able to get that above 75%. This is huge in terms of the brand's ability to reactivate dormant clients as well as increased coverage for those that were still in the consideration period and hadn't made that first purchase just yet. This also applies to other platforms outside of Facebook or Meta. We're just using this as an an example here. So as we're thinking about how this works for digital and direct marketing efforts, You can imagine you have your database, your CRM file. This may have, you know, tens of thousands to millions of records. We can really help you prioritize who you want to retarget within that population, And then we can overlay the total windfall dataset. You know, we're tracking data on over a 110,000,000 US households now. We can help you identify the best ones for you to target outside of your CRM. And so this would be what we call net new acquisition, or some brands call, you know, prospecting as you're really trying to develop a top of funnel campaign. Whether you're retargeting your existing CRM file or going after a net new list, we then can onboard that into your ad channels. So as you're getting in front of this prospective client or historical client, you can reach them across platforms like Google and Meta, Trade Desk, Stack Adapts, over 200 different platforms using Windfall, including direct mail as well. And so it can be very effective way of creating an omnichannel effect for your marketing, both for those you wanna get more brand awareness and into the funnel for the first time as well as we're engaging those that have transacted or engaged their brand historically. And from there, we really wanna take a look at, you know, what are the results of this effort together. So we provide closed loop attribution reporting where we match back to the audiences that we've onboarded, which can help you understand where to double down from a marketing strategy. And then as needed, you know, we can retrain the model as your customer profile changes for building a lookalike, for example, or leverage this data for segmentation and workflows. Where we see Windfall being the most effective is not only providing you the ability to market to these individuals, but then enrich them when they come through the funnel. So, for example, you know, we market to John Smith, who's a really good fit for your brand. Once he opts into your database, we can then append his profile and provide you insight into, you know, his demographics, his career. This can help move him down the funnel as well as determine, you know, who's conducting further outreach. And for all campaigns, we really wanna take a look at the incrementality of using a solution like Windfall. This is really important as we're thinking about making the business case for increasing your ad spend or expanding your digital strategy to new platforms. Maybe Google and Meta are sort of your champion channels today. We certainly wanna prove out our value in making those channels more efficient, but just like the opportunity for your brand to extend to additional digital destinations as well. And so this is where using an incrementality study can help us understand the effectiveness of using a windfall audience versus, say, what's available off the shelf in these different platforms. And so what we do is we put aside a control group as part of our marketing audiences that we do not onboard into your digital destinations, and then we compare the response rate to subscriber, clients, and their overall revenue for your brand as we get media up and running. And this is a really effective way at providing your brand additional insight and conviction and increasing your your ad spend over time. What we typically see is sort of a stronger lift as we go further down the funnel. You know, as you create audiences with windfall, you may have higher CPLs. But as we think about customer acquisition costs and the lifetime value of that customer, you know, we're helping you get in front of a more affluent consumer, and they're much more likely to spend more over their lifetime. So for our next topic, we wanted to unpack, understanding gift buyer personas and trends using, Windfall's data and solutions. And so this is where, you can really combat some of that gut feel from your CRM or perhaps your... Some of your historical strategy by using third party data. So this could involve taking a look at your seasonal buyers based on their purchase date and what characteristics those consumers share in common. Or we could also take a look at cases where, the shipping address and name does not match the, billing information, so those that are buying gifts for, someone else. And What we can do here is take a closer look at those households and who you're winning, you know, what attributes are really resonating with your core ICP versus that gift buyer, and really leverage some of these insights to build more bespoke audiences for this program. And so as you're heading into the holiday season, you can certainly still use your evergreen windfall audiences. We can develop lists specific to gift buyers that'll help you improve conversion rate and performance during the holiday season. And as you think about breaking this down into different, customer profiles, you may have different types of gift buyers within your CRM file. There may be those that are more transactional, you know, purchasing some of the lower value product on your site, and, you know, certainly very important from a volume perspective in terms of revenue contribution during the holiday season. You may have those that are purchasing sort of mid value and then sort of your highest value clients, right, who are driving, you know, majority of of sales volume and perhaps buying more of your limited inventory, or gift related products. And so this is where using your CRM data, you know, we can really zero in on particular personas and learn more about what that consumer's profile looks like. We can also take a look at, you know, what this looks like by location. So where are your seasonal buyers based? And this oftentimes can inform our targeting strategy for acquiring more seasonal buyers. Perhaps, for example, your seasonal business is primarily conducted through your store locations where folks have the opportunity to appreciate your product. We could potentially pick up on that pattern, which would help us inform, you know, how we wanna approach finding more gift buyers and getting them in store through paid media. On the contrary, perhaps your gift buyers are more nationally distributed. You have a really loyal customer base that is visiting your store locations or your boutiques or showrooms regularly, but your gift buyers tend to live elsewhere. Right? So this is where conducting this analysis can really begin to inform and influence, not only where you double down and invest in in person activations, but how you pursue paid digital media at scale for acquisition purposes. And then as we know, there's a lot more to a consumer than just their wealth or their career. So we have a host of other data attributes that can be helpful in understanding interest and life stage. And we can take a look at these specific to your gift buyer population to really inform, you know, which categories we wanted to use for segmentation purposes. In this case, we can see for this particular example that the customer's gift buyer population is over indexing on interest categories like parenting and technology. We can use these as additional levers for marketing purposes, or use some of this insight as well to guide some of our decisions as it relates to our creative that we're using during the the holiday period. So just as some examples of how you might customize messaging for your organization based on one false data, you may value understand, like, a potential high value client who's, a subscriber today but hasn't purchased. You know, perhaps you're going to feature newly in, inventory that typically you would only share with your top clients and really making sure they have more insight into that particular activation or collection. You know, if there's someone who's been a a lapsed customer, has the ability to spend a lot more with you, Perhaps you wanna invest more from a relationship perspective, so offering the opportunity to meet with a a client adviser or a stylist to book an appointment. And then, you know, identifying those that just had a recent liquidity event or life event where perhaps they're a good fit at this point in time for your private client team, you know, we can really begin to highlight some of those higher value products to those that have more capacity. So for our next section here, we're gonna talk through channel strategy and how you can really use windfall data for segmentation as it relates to your channel strategy. And as we work with a a lot of brands, you know, they're using some of the in platform capabilities to really get in front of a really broad audience. So as we look at some of the changes in the the ad tech ecosystem, you know, user privacy has made it very difficult to use in platform look alikes at scale. You know, there's just less data available for modeling, and the performance loop isn't as tight as it used to be. And so many brands are using broader audiences, so off the shelf geotargeting or interest based segmentation, or perhaps you're looking at, you know, the top 1% based on household income at a ZIP code. This is really driving a lot of wasted ad spend where the ads are likely less relevant to users or you're bringing in folks who just don't have the ability or the interest in making a purchase. This kind of left many brands in a tough spot, using platforms like Meta even as they have, advanced to their advantage plus and being able to reach the right types of customers. You either could use the lookalike, which is a bit more constrained and expensive, or really broad strategy is gonna, potentially waste a lot of ad dollars, you know, bringing in subscribers who don't convert. And this is where Windfall can really help solve this problem and accelerate your net new acquisition efforts across platforms like Meta, and really drive, better customer lifetime value. And so this is where we can really create continuity in your targeting strategy, you know, regardless of the platform that folks are consuming media on. So when we're creating an audience, we can leverage either a lookalike model that's using windfall data attributes or heuristics rules effectively to determine who we wanna enroll in that particular campaign. This could include understanding consumer wealth or life stage or their career or interests, you know, who we think will be most relevant for that particular activation. When we then deploy that audience, you're not beholden to the capabilities of each platform. You have the ability to use Windfall's audience across these different destinations, as you're creating really this omnichannel approach, and this can lead to new better efficiency across different channels. You know, perhaps there are channels you haven't used in the past because you just couldn't get in front of the right customer. Using a solution like Windfall, where we're agnostic of platform capabilities, you can really begin to target the right folks regardless of where they consume media. So this could include, you know, platforms you're investing a lot in today, like Meta and Google, but also extending your stack to other platforms where we know there's affluent consumers. You just never had a way of getting in front of them previously. And then as, you know, your consumer is, you know, scrolling through their Facebook or Instagram or other platform of choice, you know, we're serving ads to a named user versus using tactics like geofencing or, you know, understanding, you know, where that consumer lives and, you know, targeting everyone in the ZIP code. So really getting you a very precise list of households that are qualified or resemble your ideal client profile and making sure that you're saturating that specific list versus a broader strategy. So with that, we're gonna launch our last poll of today's webinar. Are you currently planning any direct mail campaigns this holiday season? Give me one second here to pop that up. So for our options here, we have, yes, we're planning direct mail for existing customers. Yes, we're including our prospect population. We're thinking about it potentially, or no. You know, direct mail is not in the cards for for this year. So looks like responses are trickling in here. The majority of brands are including direct mail as part of their strategy for this year, including net new prospecting. And there are a handful of folks that are thinking about it and some where, you know, direct mail is just not part of their current strategy today. And so this is where, you know, solutions like Windfall can add more precision to your direct mail activation as well. A lot of different types of direct mail that you may run, this could include, you know, remarketing to your highest quality subscribers, you know, reactivating those dormant or churned clients, or just trying to reduce costs from a net new acquisition perspective. And how do we target at the household versus the ZIP code level? And really create activations that drive results. Maybe you have a new store opening or a trunk show or an event you're running. How do we get in front of the right types of households to bolster attendance for those types of activities? What it's all really comes down to is trying to increase your response rate and your conversion rates by targeting those households that are the best fit for your brand. So as we think about hitting some of your direct mail targets, there are couple of things we always want to consider here as we're planning a campaign. And these are typically conversations that we're having with our clients as they roll out or improve their direct mail programs. And the first is just who do we wanna enroll in the program? You know, is this going to be purely a net new campaign, focusing on focusing on those that haven't engaged with you historically? Are we gonna retarget existing customers, perhaps get a brochure in home? So they're thinking through their holiday purchases. We need to effectively pick a thesis for the program, and it can be okay to include multiple cohorts and kind of evaluate what works the best. We then need to think through what the call to action is or offer and if that'll resonate with the the prospect that we're targeting. You know, some households may be less discount sensitive. Right? So perhaps it's more about the experience than it is about the pricing. And this is where, you know, developing a program using data can become more effective. Perhaps you have one tranche where you're targeting a more discount conscious shopper and another where you're featuring some of your higher value product and inventory. And then just setting your realistic expectations for what we wanna achieve at the program. You know, what's the ROI we're aiming for, and how does this align with prior programs that we've run? And so direct mail, as we all know, is is very expensive as we're thinking about getting pieces in home. And so using a data solution, right, you really wanna focus on who should we mail. So you can imagine you have your database here of 200,000 individuals. Really wanna narrow that down to those that we think are going to be influenced by direct mail. And there are a couple of ways that we could go about doing this. You know, one is understanding, dimensions of their household. So, for example, you know, have they purchased a gift previously with you, or what type of home do they live in, or, you know, what life stage are they in? This could all potentially relate to the the product that you're featuring and who's most likely to make that purchase. We can also use other dimensions from Windfall's data dictionary. We have a new direct mail response model that helps us zero in on those households that actually respond to mail. This can be helpful in further narrowing the list down to those that are the highest intent. Yeah. Maybe there's someone who fits your target criteria, but mail just isn't something they're reading, and it's not how they make their purchase decisions. That's important to know as you're thinking about who you wanna invest in. Right? And then maybe your budget, right, is the other constraint here. Maybe there's lots of folks we can mail, but our budget only allows for 10,000. How do we know the right 10,000 to pick? We're thinking about net new acquisition. You know, the challenge can be even more difficult. We don't have sort of the first party data to make our selections. And so we wanna make sure we're being intelligent here in terms of who we're targeting. And this is where the lookalike can do a lot of the work for you in identifying who most closely resembles your VIPs and making sure that we're targeting those individuals at the the household level. And so in this case, Windfall would deliver the direct mail list to your vendor. And as folks subscribe or make a purchase, you know, we would enrich their profiles in your your CRM. And we make this really easy, using our application where you can size different populations, and create a recipe that makes sense for type of product that you're trying to sell this holiday season. So in this example, you're creating a digital audience that's larger. We may want to trim it down based on the size of the population. So you can see we can sort of name our audience segment here. This is net new. There's 1,200,000 people who meet our target criteria. That'll work really well for paid digital and paid social, but would be quite expensive for for direct mail. Right? So we can narrow down the list to just the top 10,000 or 20,000 based on direct mail response score or mail based on, you you know, sort of descending on net worth or other other dimensions. And you can really build a recipe that makes sense for your particular activation. For net new, this will include just windfall attributes since these are people that aren't in your CRM file. But for those that are, you know, current clients or subscribers, you can also use your first party data here to help guide your decision making process of who you want to mail. And then for suppression, you know, we can suppress everyone in your database or just your current clients or current VICs. You know, it kinda depends on the particular campaign that you're running, and we offer a lot of flexibility here in terms of suppression as well. For those that you have in your database, you may not have the most up to date address on file, or you may have their seasonal, vacation property. And so this is where Windfall can help you also increase your reach for existing clients. We offer a data enrichment trigger that flags if an address is not their current primary address. This can be helpful in just being a little bit smarter in terms of who you're mailing, and Windfall can furnish, you know, new addresses to your mail house where perhaps that person has moved or, you know, owns multiple properties, and just wanna increase your likelihood of being able to reach that household. And from a a modeling perspective, you know, we can really begin to use our lookalike model to inform some of our targeting efforts. This could include, you know, retargeting or net new acquisition. So if you look at our chart on the right here, there are likely a lot of individuals that aren't in your database today that we should be getting in front of. Wanna look at those that most closely resemble your target customer. In this case, we are looking at two different clusters based on where the stores were located, where there are differences in ICP. We could do this at a a national level as well. We're really looking for those that are the most similar to your best clients and really prioritizing who we wanna mail based on on that information as well. And the last thing we'll we'll mention here before we have time for q and a is just the ability to score records within your CRM. This oftentimes can inform a lot of your workflows, whether that's private client assignment or marketing reinvestment. Your net worth can be a really great starting point in understanding which consumers have more capacity to spend with you, but it's certainly not the only consideration as we're thinking about who you wanna invest in. This is where we can layer in some of your first party data, you know, how much is they... Have they purchased from you and how recently, type of products, and other characteristics pertaining to their household that can help us understand their lifestyle and life stage and interests and come up with a composite score that helps you determine which workflow you want to enroll this person in. So this is where you may have consumers that are, you know, higher net worth with really low engagement or don't have the right lifestyle or life stage where your product is relevant. And so, you know, data science workflows here can really improve your outcomes as well. And once you have those models, you know, we can really begin to develop the dossiers and form your frontline team in terms of better understanding, you know, what products or services may be most relevant, you know, surfacing some of the highest value data attributes to them as they're making decisions about how they want to engage with that potential customer, particularly from a private client perspective. So you can see this particular client, you know, is ultra high net worth and is scoring in the top 10% of our model. You know, we think they have a high propensity to transact with you at the level of a private client, and we're providing some insight into their career context, you know, financial position, recommendations for outreach. And all of this is tailored based on your industry. This example was private aviation focus. We would tailor this based on, you know, the products, the services, the plays that you have for engaging private clients.