Demo Klaviyo Analytics for a client
Use Klaviyo to better analyze your client's marketing and business performance. In the following video, we will demonstrate how Klaviyo’s analytics tools can help you do just that, as well as how you can position each as an asset to your client and their brand growth.
Harness the power of Klaviyo’s Marketing Analytics
Now that you’ve demonstrated how to use Klaviyo’s default analytics tools and the add-on product, Marketing Analytics, your client may ask: how does Marketing Analytics enhance a real brand strategy? Let's run through a few real Marketing Analytics case studies to show how advanced customer insights and behavioral modeling can take marketing results to the next level.
Enhance your campaign strategy
New West KnifeWorks is a brand that creates premium cooking, hunting, and other artisanal knives. They work with Klaviyo Partner, A-Game Digital. Together, they wanted to solve a current strategic challenge: how could they reactivate New West’s dormant subscribers?
The team used Marketing Analytics, specifically RFM (recency, frequency, and monetary value) segments, to identify and understand disengaged audiences and message them with relevant campaigns to bring them back into their brand community. In particular, they were even able to re-engage customers who hadn’t purchased in 3+ years.
By using key Marketing Analytics strategies, they saw the following results within 6 months:
- 31% YoY growth in customers
- 21% YoY growth in Klaviyo revenue
- 49% of Klaviyo revenue from repeat buyers
Read more about New West KnifeWorks’ growth story.
Use RFM data to trigger flows
Harney & Sons is a brand that sells over 300 different varieties of tea all across the globe. Their team uses Klaviyo’s analytics capabilities, and in particular Marketing Analytics, to improve their overall messaging strategy.
In particular, Harney & Sons has seen success with RFM-based retention messaging, like re-engagement campaigns with modest discounts, as well as RFM-triggered sunset flows.
In Q4 2024 alone, Harney and Sons saw:
- 114X Klaviyo ROI in Q4 2024, first quarter with 4 Klaviyo products
- 13% YoY growth in revenue per email recipient
- 34% YoY growth in click rate on flow emails
Read more about Harney & Sons’ experience using Marketing Analytics.
Discount and advertise more efficiently
2xist is a leading name in men’s underwear; they also sell an array of swimwear, loungewear, tees, and more. Their team invested in Klaviyo’s Marketing Analytics to learn how to efficiently discount their products and advertise to the right audience.
They can now access intuitive data visualizations, like a Sankey diagram showing how customers move between RFM segments over time. They also monitor which products are often bought together, and use RFM data to target audiences via direct mail and social media ads.
Within their first quarter of using Marketing Analytics, 2xist saw:
- 56.1x ROI
- 61% YoY growth in their return on ad spend (ROAS)
- 0 developer hours needed to set up Marketing Analytics
Read more about 2xist's strategy using Marketing Analytics.
Handle common questions or objections
As you prepare for conversations with your client about all of Klaviyo’s analytics tools, it’s best practice to prepare for common questions and concerns. Let’s run through a few ways to handle common objections.
You do not need to have these conversations alone. Our Klaviyo partnerships team wants to help you! By submitting your lead into the partner portal, you can either ask to:
- Connect with a partner rep directly to answer key questions or discuss the opportunity.
- Have someone from the Klaviyo partnerships team attend the next call with you.*
- Request that the Sales team reach out to the lead directly for a demo.
*Note: In order to qualify for a Klaviyo team member to attend a call with you, your clients must have at least a list of 1,000 subscribers.
How does Klaviyo track attribution?
Ask:
- What would you like to know about Klaviyo’s data and attribution?
- What are you specifically concerned about with regard to data accuracy?
Explain:
Every platform may define event or message attribution slightly differently. That said, Klaviyo follows a cooperative multi-channel attribution model. In particular, they give email and SMS their own configurable, distinct message attribution windows, and will only attribute an event (e.g., a placed order) to the last message a customer interacts with within these timeframes.
If you aren’t happy with the attribution window associated with a channel, that’s okay! We can preview different options and update your account settings to more accurately align with your brand strategy and typical customer buying habits.
Why do I need Marketing Analytics when there’s default analytics in Klaviyo?
Ask:
- Are there any analytics capabilities you wish you could see that you cannot currently?
- Would you like to better understand which products are most often purchased together?
- Would you like to better understand the recency, frequency, monetary value, or typical funnel for a specific conversion?
- Do you wish you had the ability to customize key metrics or your CLV definition?
Explain:
If you answered yes to any of the above, then Marketing Analytics is worth a try. This toolset provides you with deeper customer and product insights that you can use to enrich your marketing strategy and learn more about your business. If you’re ready to go a step further than the default toolset, then it’s time to check out all the ways you can grow with tools like RFM analysis, funnel analysis, custom CLV, custom metrics, and so much more. Each will let you customize your analysis to be even more specific to your unique brand.
Bonus tip:
Selling Marketing Analytics often requires you to build a business use case for your client before they commit. We recommend having a trial period with clear goals as a focus. During this time, show your client how you can set up 2-3 funnels, an RFM-triggered flow, and RFM segments that can sync to ad channels (e.g., Meta or Google Ads). This can help your client to understand the tool and see its true value for themself.
Analytics isn’t a focus for us right now, we’re more concerned with our marketing.
Ask:
- How do you build your marketing strategy today?
- How have you historically acted on insights you gained from your data?
- What is missing from your strategy that you wish you could improve?
Explain:
Marketing Analytics is not just useful for analyzing data, but rather using this data to drive more intuitive and impactful marketing. With customer insights, product recommendations, and predictions around a customer's lifetime value, you can transform the way you talk to customers in campaigns, flows, social media ads, and more.
In particular, you can address customers at key moments in their journey with your brand. For instance:
- Identify your best customers and potential churn risks with customized RFM analysis, so you can message them proactively in flows.
- Cross-sell the next best product for a customer in campaigns, flows, and on social media using newfound product insights, such as which products are most often purchased together.
- Forecast what’s next for this unique customer with help from predictive analytics and custom CLV.
Marketing Analytics is too expensive.
Prep:
If they are an existing Klaviyo customer, what tools are they currently using within their account (email, SMS, reviews, etc.)?
Ask:
- Are you using any other tools for analytics?
- If so, what do you pay for these tools?
- What are your revenue goals for the year and how do you plan to achieve them?
Explain:
While Marketing Analytics is an extra cost, for many brands the revenue it can bring offsets the price. Rather than focusing on cost, let’s think about potential revenue gain, as Marketing Analytics will help you unlock great ROI.
This enhanced reporting toolset will help you better monitor product performance, predict and act upon customer shopping behavior, and identify otherwise hidden patterns in conversions. With these insights at hand, you can build new marketing automations and begin offering smarter promotions and product packages. You can also save money by identifying customer groups, from those who are top shoppers to those most likely to churn; that way, you can focus your efforts on reducing customer churn and better target your high-value customers with content that maximizes revenue and rewards their engagement.
Need proof? Reference the case studies from the gallery above, such as New West KnifeWorks, which saw 21% YoY growth in Klaviyo revenue after implementing Marketing Analytics. Access their case study.
How does Marketing Analytics differ from Klaviyo’s Advanced KDP?
Ask:
- What are the current gaps you’re experiencing in data analysis and management?
- How exactly do you use your data?
- Do you have a data warehouse, or require advanced data transformation and management solutions?
Explain:
Marketing Analytics includes the following Intelligence features: Customer insights, Catalog insights, and Predictive models. In comparison, Advanced KDP incorporates all of those as well as Data management features that allow users to manipulate and transform data to make it more actionable.
As a result, Advanced KDP is best suited for brands with complex data needs including data management, hygiene, and mobility. If you think your client is better suited for Advanced KDP, we will cover this in more depth in the next lesson.