One Kings Lane Realizes 4% Increase in Revenue by Leveraging Custora’s Predictive Lifetime Value Segmentation


One Kings Lane is a leading online destination for the home that connects daily design inspiration with a fresh collection of select home goods, designer and vintage items you won’t find anywhere else. Every day the site features more than 2,000 new home products assembled around inspirational decorating themes.

The Challenge: Waiting around for customer lifetime value

OKL is a data-driven organization dedicated towards building lasting relationships with their customers. As a result, the marketing team keeps a close eye on Customer Lifetime Value (CLV). The team was interested in segmenting customers based on lifetime value, as this would provide a way to identify segments of loyal, active customers and other segments of customers who were less engaged - with the goal of personalizing marketing communication for each customer segment to drive long-term customer engagement and loyalty.

The Solution: Custora’s Predictive Lifetime Value Analysis and API

OKL engaged Custora to leverage Custora’s proprietary lifetime value prediction algorithms. Within just days of initiating the relationship, Custora was predicting the lifetime value of every single customer - even for those customers who signed up last week.

“We use Custora’s segmentation of high-value customers in our email marketing, promotional offers, and on-site. Instead of a “one size fits all” approach, we now look at which product categories, price points and messaging work best for every customer segment”, explained Elizabeth Dobbin, Senior Director of Marketing at One Kings Lane.

The Results: More agile, personalized marketing across all channels. Real, measurable lift.

OKL was able to immediately incorporate Custora’s predictive insights into various marketing channels. As a result, they realized a 4% increase in incremental revenue.

To read the full case study and learn more about how One Kings Lane leveraged Custora, enter your email address below:



If you're interested in learning more about Custora and how your e-commerce marketing team might be able to leverage it to improve customer acquisition and retention, you can request a demo of Custora here.

Previous Article
A Bayesian Approach to A/B Testing
A Bayesian Approach to A/B Testing

Next Article
Using the Science of Persuasion—and Advanced Segmentation—to Boost Online Sales
Using the Science of Persuasion—and Advanced Segmentation—to Boost Online Sales