Find

your best customers.

Find

your best customers.

Nurture

Retain

Engage

Find

Cotera is a comprehensive solution for discovering, engaging and retaining your best customers through data-powered segmentation.

Book a demoLearn more

Joe Bloggs

Director, Bloggs.com

Aliquam vitae tortor urna. Donec suscipit nunc augue, vitae auctor leo aliquet at. Curabitur id tincidunt eros. Pellentesque ante diam, dignissim ut pulvinar tincidunt, posuere at quam. Pellentesque ante diam, dignissim ut pulvinar tincidunt.
Jeff Smith

Jeff Smith

Owner, Smithtech

Aliquam vitae tortor urna. Donec suscipit nunc augue, vitae auctor leo aliquet at. Curabitur id tincidunt eros. Pellentesque ante diam, dignissim ut pulvinar tincidunt, posuere at quam. Pellentesque ante diam, dignissim ut pulvinar tincidunt.
Joe Bloggs

Joe Bloggs

Director, Bloggs.com

Aliquam vitae tortor urna. Donec suscipit nunc augue, vitae auctor leo aliquet at. Curabitur id tincidunt eros. Pellentesque ante diam, dignissim ut pulvinar tincidunt, posuere at quam.

How it works

Segment your customers

Identify your champion, promising and lapsing customers.

Discover what influences them

Find the levers in your data that you can use to move a customer from one segment to another.

Target them effectively

Nurture opportunity segments through marketing recommendations using your existing tech stack.

Unlock new opportunities

Test and learn what resonates with your customer segments.

Segment

With our automated lifecycle segmentation product, we’ll have you set up in no time with a complete overview of all of your customers, organized into actionable segments.

We’ll tell you how you're performing and where the bucket leaks the most.

Book a demo

Understand

It’s a start to know that you’re losing customers from a segment, but really you need to understand why.

We search your data to surface key insights that you can use to ensure customers are engaged and retained with your brand.

Under the hood, our rigorous statistics take the bulk out of the analysis and point you in the right direction as efficiently as possible.

Book a demo

Personalize

Customize your existing campaigns even further. Want to send details of the last item someone purchased to Klaviyo? No problem. 

How about a new product recommendation? We're on it. Our AI models allow you to make your retention marketing efforts truly intelligent.

Book a demo

Optimize

You need a way to retain your at risk customers. We take the guesswork out of defining those segments and provide them to you within your preferred marketing platform.

After the campaign is sent, we help track how those campaigns performed against their objective and their impact on retention or engagement.

Book a demo

Latest posts

Stay up to date with our latest posts.

marketing
personalization

Amazon’s Winning Formula: Delivering a Brilliant Brand Strategy

I can almost be 100% sure that you, *yes you*, have either made a purchase through Amazon before or at least know someone who has. And if you have, there’s a good chance you’re a Prime member who’s not planning on churning any time soon. I mean, why would you? Amazon is the ultimate, go-to one-stop shop that *you know* you can rely on. When I think about companies that absolutely master customer loyalty and retention, there’s no doubt that Amazon takes the win. But how does one just suddenly win over the hearts of hundreds of millions of customers around the world?

data
marketing
personalization

Why Coupons Alone Aren't Enough: Embracing Customer-Centric Strategies

Here’s a question for you - why would you offer a coupon to a customer who you *know* would buy from you even in the absence of a deal? I guess the hard part would be determining which customers you *actually* need to offer promotions to and which you don’t. But it’s wrong to think that it’s a waste of your time to figure this out. By handing out coupons left and right, you’re simply losing money - and this is a mistake many companies (like Blue Apron) have made and continue to make. BUT there’s a solution! Just like for many problems we’ve covered in the past, segmentation is the key here. Let’s use the company Everlane as an example.

marketing
personalization

Turning Fans into Advocates: Canva's Winning Approach

If you go back just several years, you’ll remember that it used to be WAY harder to whip up a design on command. What changed? For me, the first game-changing platform that comes to mind is Canva. So how exactly did this tiny startup transform into a multi-billion-dollar unicorn? They’re not only smart about what target market they decided to capture, but they also do a pretty solid job of keeping their users active and eager for more. Let’s dive further into what innovative strategies Canva puts into place to attract and keep users like me engaged.

marketing
personalization

Beyond Bulk Buying: The Costco Connection - Building Lifelong Customers

In 2021, Costco had a 91% membership renewal rate in North America and 89% worldwide. Recently, Costco released their 2023 Q3 reports, and rates were up even higher, with a 92.6% renewal rate in North America and 90.5% worldwide. The statistics in 2021 already established Costco as the master of customer loyalty programs, but to see continuous growth over time really begs the question of what is Costco’s secret sauce. How are they able to make their customer loyalty program even more enticing than it already is?

marketing

Where Art Meets Hype: A24's Trail of Success Carved by Unconventional Marketing

The film industry has been on fire recently. We got Barbie and Oppenheimer and Spiderman this summer, with even more coming along the way. However, even for those of us who aren’t cinephiles, one studio has been producing hit after hit after hit, such as Oscar Best Picture Everything Everwhere All at Once and Academy Award-winning Moonlight. Despite being an indie film studio, A24 has been blowing everyone’s minds away with their top-notch movies. So the question is: how did they blow up?

data
personalization

Unlocking Hidden Revenue: Why Abandoned Cart Strategies Should Include Upselling

What’s shocking is that according to a recent study, chances are high that only 3 out of 10 individuals will end up pulling the trigger to make the final purchase. That’s 70% of customers who end up abandoning their carts — a very worrying statistic. But don’t let this discourage you — there are solutions you can implement to nudge customers further toward that final trigger. And why go the extra mile to do so? Imagine being able to turn that 70% into 0%. That gives you and your company the ability to more than double your existing revenue — something that would be *significantly* more difficult and expensive to accomplish through a customer acquisition or brand awareness campaign.

personalization
data

Slicing Through Churn: ButcherBox's Data Approach to Customer Retention

ButcherBox is an online meat-seller that’s absolutely killing it in the industry. But unlike Blue Apron, ButcherBox did something a little different — and this little difference made a huge difference in the long run. Rather than focusing on acquiring new customers in their marketing campaigns, they targeted existing/past subscribers and website visitors to get them to keep coming back, order more and more, and stay for good. Let’s take a look at how this company avoided coming face to face with the same issues as other companies in the industry.

marketing
data
personalization

When the Shoe Doesn't Fit: Allbirds' Segmentation Missteps

Most people attributed the fall of Allbirds to poor quality, but the truth is, the source of their problems was more than just the material of the shoe. Allbirds, originally a sustainable sneaker company, had not only failed to pay attention to the underlying needs and values of their ICP, but had also lost its way by attempting to expand the brand to irrelevant segments. Much like what we described for Nike, trying to enter new markets too quickly fogged up Allbirds’ core brand image and diminished overall perceived quality. But even this is too short a summary of what truly happened to Allbirds — so let’s break it all down.

marketing

Retention Renaissance: Adapting to a Retention-Driven Marketplace

In addition to high consumer spending, the customer acquisition landscape was quite different from what it is today - platforms like Facebook, Twitter, and Instagram offered clever segmentation tactics to target customers effectively, which gave these companies comparatively lower customer acquisition cost (CAC) than they had seen in the past. If you’ve been operating a business, you’ve got a plethora of data that you can use to your advantage. Here are some ways that our customers have seen growth from their existing customer base.

marketing

From Frenzy to Fad: Why Pokémon GO Couldn't Keep 'Em All

One of the most common challenges we see retail and ecommerce businesses experience is their inability to sustain their initial momentum. I mentioned this idea very briefly at the end of our Glossier case study, but in this case, Glossier lost its reputation due to bad HR and internal operational decision-making. More often than not, though, brands cannot maintain their brand image or awareness because of rigid, inflexible marketing strategies. That’s why we’re going to dive deep into Pokémon GO and how it went from having over 200m active players at its peak to there now only being 80m remaining.

data

Diving into Apps on the Modern Data Stack: Understanding the Essentials

There has been a lot of talk of building 'data apps' on the modern data stack. It's not clear who exactly is to be blame but it may be Martin Casado [1] and Benn Stancil [2]. But what does it even mean to build a data app? Are there any benefits or downsides? What are the technical challenges? I think the proposition is interesting... but these are tough questions we must answer if the concept is to be taken seriously.

data
personalization

Brewing a Brighter Future: Reviving Mountain Man Through Data-Driven Solutions

The beer industry is one where people either care deeply about the brand they consume or don’t care at all. For the folks who do care, there’s a set of criteria they typically use to decide which beer to purchase: quality, taste, price, brand image, tradition, and authenticity. For Mountain Man Lager, it was clear that they absolutely nailed every one of those factors. For nearly a century, Mountain Man never once deviated from its core identity as a family-owned quality beer brand with a consistently strong, bitter recipe and a local bond to East Coast consumers. So when Mountain Man Lager suddenly started to consistently lose 2% of its revenue every year, Chris Prangel, the next inheritor of the family-owned brand, began to panic. For over 75 years, Mountain Man never once saw a decline in sales - so there was clearly a reason to be concerned. But what exactly happened?

marketing
data
personalization

From Data to Dollars: Harnessing LTV to Drive Revenue

LTV is one of those concepts that can easily be understood at surface level but often misunderstood at its core. But what exactly makes it so difficult to grasp? 1. LTV is hard to calculate, and nobody knows what to do with it. 2. There’s no way easy way to use it to measure growth. 3. Fixing (1) and (2) is much easier said than done.

marketing
personalization

From Gloss to Glory: Decoding Glossier's Brand Success

Realistic movies are usually comedic and dramatic spins of real life, but if you’ve ever watched “The Devil Wears Prada,” you’ll know the film has quite accurately captured how intense and almost cultish the fashion and beauty industry can be. Glossier’s rise to fame, though, is largely attributed to its defiance of this cultural mindset. But it’s a little ironic - Glossier set out to escape from the echo chamber of the beauty industry, yet its own customer base is known for being extremely obsessed with the brand. Let’s dive deeper into what exactly triggered Glossier’s explosive takeover.

data
marketing

RFM Made Easy: A Guide to Profiling Your Best Customers

RFM is a customer segmentation methodology for e-commerce businesses. The insight behind this framework is that customers who purchased recently are more likely to purchase again. Equally, big and frequent spenders are more likely to respond to promotions than small and infrequent spenders. Together, the three metrics give you a way to create lifecycle segments that let you answer questions like: Who are my best customers? Which customers am I at risk of losing? Which customers are best to target with promotions? Which customers can I entice to spend more?

data
marketing
personalization

From Play to Pay: How Spotify Masters User Conversion

I’ve been a proud Spotify user since 2015 and have never reverted to another music streaming platform since then. There’s a reason Spotify is so skilled at converting customers into premium users and retaining them. Being a music platform, Spotify has mastered the art of personalization. However, what truly differentiates them from the competition is the way they manage to personalize both individual user experiences on the platform and the marketing content every user receives.

personalization
marketing
data

Making Smarter Customer Retention Decisions

The problem we see with most brands is that they take an “everything to everyone” approach to retention marketing, which means they try to appeal to all their customers with the same generic campaigns and messages, rather than tailoring their marketing efforts to specific customer segments. We find that this approach leads to poor engagement and low retention rates, as folks aren’t likely to respond to messages that aren’t tailored to their interests. And thus, we see the importance of segmentation!

marketing
data
personalization

Trading Troubles: Robinhood's Fall from Fintech Fame

Robinhood was the first trading platform of its kind. With its goal to “democratize finance for all,” the platform enabled any user, regardless of financial expertise, to invest in stocks, crypto, options, and more. Of course, any company’s downfall is a result of a combination of multiple factors. But according to Robinhood’s CEO, Vlad Tenev, one of their critical mistakes was assuming that heightened user engagement in the pandemic would continue… post-pandemic.

data
marketing

Why Your Churn Mitigation Strategy Might Be Too Little, Too Late

99.9% of businesses are in the business of selling something, and the person on the other end of the transaction is a customer. Now, different businesses have different numbers of customers: Delta flies hundreds of millions of customers around the world each year (I’m writing this on a Delta flight right now), while a company that creates missile defense systems might do so for very few but usually very large countries over the course of a given decade. Most of these companies also experience what’s called “churn.” The term is most often attributed to companies that sell a subscription, but is also present in most other types of business, just with differing amounts of importance.

data
marketing
personalization

Unveiling Buyer Personas: How "Calvin", "Dora", and "Sammy" Can Boost Your Sales

We were working with a +$40M e-commerce brand last year that sold coffee and tea online, and we found that their customer re-targeting strategy amounted to taking every person who hadn’t purchased in the last 6 months and sending them a coupon for 10% off the highest selling product that the brand had (or sometimes a product that was in overstock). This, while better than nothing, was leaving money on the table.We’ve also found this on the SaaS side. The retention strategy for surprisingly large companies can whittle down to effectively a poke/prod to anyone who hasn’t logged in in a few weeks. We’ve found that you can increase engagement by double digit percentages by making sure that you target the right customers at the right time.

marketing
data
personalization

Shoe-in Success: How Nike “Just Did It” with Strategic Segmentation

What’s the first brand that comes to mind when you think of footwear? There’s a good chance you immediately thought of Nike (or Adidas, but let’s save that story for another day). And who can blame you? Nike is not only the largest shoe brand in the world, but they’re also one of the most well-known brands as a whole. At least in the footwear industry, their brand awareness is truly unparalleled.

data
marketing
personalization

Bullseye Precision: The Story Behind Target's Personalization Wizardry

Let’s take a look at one of the most successful retailers in the world - Target. Target’s decision to use data to both identify its customer segments and personalize its advertising efforts truly revolutionized the way data could be used in the retail space.

data
marketing
personalization

Segmentation Supercharged: Empowering Your Acquisition and Product Strategy

We think that there are three “quick win” areas where you can leverage data segmentation to improve aspects of strategy. We’ll start by looking at how data can help you optimize customer acquisition by identifying which products are most likely to lead to repeat purchases. Next, we'll dive into how leveraging data on customer behavior can lead to product decisions that keep your customers engaged and loyal. Finally, we'll discuss how data can help you decide on pricing and promotions that strike the right balance between short-term revenue and long-term profitability.

data
marketing

From Broken Bread to Broken Stocks: The Blue Apron Story

Just a few years ago, this niche industry was shocking the world with its sudden explosion in growth, valued at over $1.5 billion in 2016 and nearly doubling the next year. What’s crazy is that while HelloFresh now dominates the meal kit sector, this wasn’t always the case.

marketing
personalization

From Noise to Niche: The Magic of Segmentation in Personalizing Your Message

Finding new customers can be infuriatingly difficult, expensive, and time-consuming. While it’s always good to be on the lookout for potential ICP candidates, it’s also crucial to drill down on your current customers. After all, if you fail to cater towards your current customers, you might just lose them.

marketing
personalization

Better Marketing With Data - Personalizing Post Purchase

You just purchased a pair of sneakers from Allbirds, and you immediately receive a post-purchase email in your inbox. There’s about a 45% chance you even open the email in the first place, but let’s say you do. Which one of these emails would you be more likely to look through? Which would leave a more lasting impression?

Stay in touch

Not ready to reach out yet? Sign up for news on our latest product and content updates.