THE ULTIMATE MARKETING

CHEAT SHEET
THE TOP MARKETING FRAMEWORKS EVERY MARKETER SHOULD KNOW

THE 4 Ps OF MARKETING CUSTOMER JOURNEY MAPPING

Online Self-
Use the classic 4Ps Paid Content Service
framework to Utilize customer Referral
develop a cohesive journey mapping to Surveys
Program
understand customer Search Website Website 1:1 Comms
marketing strategy. Targeted
Product interactions across Offers
Ensures touchpoints and Digital Ads Social Media Mobile App Social Media
Loyalty
alignment of optimize experiences Program

product offerings, at each stage.

Awareness Consideration Conversion Engagement Loyalty
pricing strategies, Promo Price Improves customer
distribution
channels, and satisfaction, loyalty,
promotional and retention by Word of Direct Mail Call Center Events
delivering seamless Mouth
activities to Place and personalized
achieve marketing Print In-Store Store Purchase Call Center Mailings
objectives and experiences that TV Browsing
meet customer Radio
drive business Out-of-Home Sales Staff Offers in
growth. expectations. Events Invoice

SWOT ANALYSIS VALUE PROPOSITION CANVAS AARRR FUNNEL

Conduct a SWOT analysis to identify Employ the Value Proposition Canvas to identify customer Apply the AARRR
internal strengths and weaknesses, as needs, pain points, and desires, and align product features model to analyze and
well as external opportunities and optimize the
and messaging to create compelling value propositions that customer journey
threats, guiding marketing strategy resonate with target audiences. stages - Acquisition,
development and resource allocation. Activation, Retention,
Enhances product differentiation and customer Revenue, and
Helps in identifying competitive perceived value, driving customer acquisition, Referral - focusing on
advantages, uncovering market delivering
retention, and loyalty through clear and compelling personalized and
opportunities, and addressing value communication. relevant experiences
potential challenges, leading to at each stage.
more effective marketing initiatives
and sustainable business growth.
Gain Gains
Helpful Harmful creators
THE HOOK MODEL
Products & services

Customer jobs
Internal

Utilize the Hook

S W Model to design
marketing
campaigns and
experiences that
create habitual
engagement
External

among customers,

O T Pain relievers Pains

leveraging triggers,
rewards, and
investment loops to
drive repeated
Value proposition Customer segments interactions.

STP MODEL ANSOFF MATRIX AIDA MODEL

Use the AIDA model to guide
Apply STP to segment your target customers through the stages of
market by demographics, behavior, attention, interest, desire, and action.
and psychographics, enabling Use the Ansoff model to evaluate
growth strategies by considering
Markets
Existing

personalized marketing strategies for Drives effective storytelling and

specific segments. market penetration, development, messaging, captivating interest,
product, and diversification stimulating desire, and prompting
Enhances targeting precision and Market Product strategies, guiding decisions on desired actions like purchases or
relevance, boosting engagement, Penetration Development market expansion and product inquiries.
conversions, and customer innovation.
relationships.
Informs strategic planning,
A Attention

helping identify new market I Interest

Markets

opportunities, mitigate risks, and

New

Market
Development Diversification
drive growth by aligning
marketing efforts with business D Desire
objectives.
Segment Target Position Existing Products New Products
A Action

Want a hi-res PDF of all my cheat sheets? Follow me and Louis Cho
sign-up for my CX’s & O’s newsletter at louischo.com
THE ULTIMATE MARKETING KPI
CHEAT SHEET
THE ESSENTIAL KPIS EVERY MARKETER SHOULD MEASURE

LEAD GENERATION CONVERSION RATE COST PER ACQUISITION MARKETING QUALIFIED LEADS CUSTOMER ACQUISITION RATE
noitisiuqcA
remotsuC

Measures the Indicates the proportion Assesses the efficiency of Leads that have been Measures the speed at
effectiveness of marketing of leads that marketing spend in assessed as having a which new customers
campaigns in attracting successfully complete a acquiring new customers, higher likelihood of are acquired as a gauge
potential customers desired action helping to optimize converting into of marketing
budget allocation customers effectiveness
Count of leads generated within a (Number of conversions / Total number Total cost of marketing campaigns / Number of leads meeting marketing Number of new customers acquired /
specific time period of leads) * 100 Number of customers acquired criteria Total duration of the acquisition period

WEBSITE TRAFFIC PAGE VIEWS AVG. SESSION DURATION SOCIAL MEDIA ENGAGEMENT EMAIL ENGAGEMENT
tnemegagnE
remotsuC

Measures the volume of Represents the total Measures the average Measures the level of Measures the
visitors accessing your number of pages viewed length of time visitors interaction and effectiveness of email
website, providing by visitors, indicating spend navigating your engagement with your content and call-to-action
insights into overall engagement and interest website, reflecting brand's content on social in driving traffic
online visibility and reach in your content engagement levels media platforms
Count of unique visitors to the website Total count of pages viewed by visitors Total duration of all sessions / Total Sum of likes, shares, comments, etc., on Email Open Rate
number of sessions social media posts Click-through Rate

RETENTION RATE CHURN RATE NET PROMOTER SCORE REPEAT PURCHASE RATE CUSTOMER LIFETIME VALUE
ytlayoL &
noitneteR

Measures the degree to Estimates the long-term

Measures the ability to Rate at which Measures the value of a customer to
retain existing customers leave you, which your customers proportion of customers
would recommend your your business, helping to
customers, reflecting indicating areas for who make multiple prioritize customer
customer satisfaction improvement in product brand to a friend or purchases, indicating
family acquisition and retention
and loyalty or service offering loyalty efforts
Net Active Customers / Total Customers (Number of customers lost / Total Percentage of Promoters - Percentage of (Number of repeat purchases / Total Avg purchase value × Avg purchase
Customers ) * 100 Detractors number of customers) * 100 frequency × Avg customer lifespan
ecnamrofreP

SALES REVENUE AVERAGE ORDER VALUE SALES GROWTH RATE CUSTOMER ACQUISITION COST SALES CONVERSION RATE
Represents the total Measures the average Measures the change in Assesses the cost-
income generated from monetary value of each effectiveness of Measures the
selaS

sales revenue over time, effectiveness of

selling your products or customer transaction, providing insights into customer acquisition
services, indicating reflecting purchasing business performance efforts, helping to converting leads into
business performance behavior and sales and market trends optimize marketing paying customers
and growth effectiveness spend
Sum of revenue from all sales Total revenue / Number of orders ((Current period sales - Previous period Total cost of marketing campaigns / (Number of conversions / Total number
transactions sales) / Previous period sales) * 100 Number of customers acquired of leads) * 100

BRAND MENTIONS SHARE OF VOICE BRAND RECOGNITION BRAND AWARENESS GROWTH BRAND REPUTATION SCORE
ssenerawA

Measures the volume of Measures the proportion

Measures the level of Measures the change in Assesses the overall
dnarB

conversations and of brand mentions or

discussions about your discussions compared to awareness and brand recognition and sentiment and perception
brand online, indicating competitors, indicating familiarity with your recall among the target of your brand among
brand visibility and brand presence and brand among the target audience customers, stakeholders,
reputation competitiveness audience and the general public
((Current period brand awareness -
Count of times your brand is mentioned (Your brand mentions / Total brand Percentage of target audience who can Previous period brand awareness) / Average score of brand sentiment
across all channels mentions) * 100 correctly identify or recall your brand Previous period brand awareness) * 100 analysis or reputation surveys

CUSTOMER ACQUISITION ROI

ssenevitceffE

RETURN ON INVESTMENT MARKETING ROI COST PER LEAD MARKETING ATTRIBUTION

gnitekraM

Assesses the return on Assigns credit to specific Assesses the return on

Evaluates the efficiency Measures the cost- marketing channels or investment for individual
and effectiveness of investment for individual effectiveness of lead
marketing channels, touchpoints along the marketing channels,
marketing initiatives by generation efforts, customer journey for helping to allocate
comparing the generated helping to allocate indicating the cost per
resources to the most driving conversions and resources to the most
revenue to the incurred acquired lead sales profitable channels
costs profitable channels
Total cost of lead generation activities / Analysis of customer interactions with ((Revenue from Channel - Cost of
((Revenue - Cost) / Cost) * 100 ((Revenue from Channel - Cost of various marketing channels and
Channel) / Cost of Channel) * 100 Number of leads generated touchpoints Channel) / Cost of Channel) * 100

CUSTOMER SATISFACTION SCORE CUSTOMER FEEDBACK CUSTOMER EFFORT SCORE CUSTOMER SUPPORT RESPONSE TIME CUSTOMER ENGAGEMENT SCORE
noitcafsitaS
remotsuC

Evaluates the ease of A composite score

Assesses customers' Provides insights into Measures the speed and representing the level of
overall satisfaction levels customers' experiences, customer experience, efficiency of addressing
reflecting the level of engagement and
with your products or preferences, and areas customer inquiries or interaction customers
services through surveys for improvement effort required to engage resolving issues
with your brand have with your brand
or feedback across various channels
Analysis of feedback collected through
Average score of customer satisfaction surveys, reviews, or direct Average score of customer effort Total time taken to respond to customer Scoring system for each engagement
surveys communication channels surveys inquiries / Number of inquiries activity then summed up

MARKETING CAMPAIGN ROI MARKETING AUTOMATION

MARKETING COST/REVENUE RATIO MARKETING EXPENSE RATIO MQL TO SQL RATIO
lanoitarepO
ycneiciffE

Assesses the ADOPTION RATE

Evaluates the efficiency Evaluates the return on
Measures the proportion effectiveness of lead investment for specific Measures the extent to
of marketing spend of total revenue allocated qualification processes, marketing campaigns, which marketing
relative to the generated to marketing activities indicating the quality of helping to optimize future processes are
revenue leads passed to the campaign strategies automated for scale
sales team
((Revenue from Campaign - Cost of (Number of automated marketing
Total marketing expenses / (Total marketing expenses / Total Number of Marketing Qualified Leads / processes / Total number of marketing
Total revenue revenue) * 100 Number of Sales Qualified Leads Campaign) / Cost of Campaign) * 100 processes) * 100
ecnamrofreP

PRODUCT ADOPTION RATE PRODUCT SATISFACTION SCORE FEATURE ADPTION RATE PRODUCT RETURN RATE PRODUCT HABIT
Measures the frequency
tcudorP

Measures the speed or Assesses customers' Measures the Measures the proportion of product usage
pace at which customers overall satisfaction levels percentage of users who of products that indicating the extent to
begin using your product with your product or have adopted a new customers return due to which the product has
or service after service through surveys feature or update within dissatisfaction, defects, become a routine part of
acquisition or feedback a specific time period or other reasons active users
(Number of new users / Total number of Average score of product satisfaction (Number of users adopting new features (Number of product returns / Total (Daily Active Users / Monthly Active
customers) * 100 surveys / Total number of users) * 100 number of products sold) * 100 Users)

Want a hi-res PDF of all my cheat sheets? Follow me and Louis Cho
sign-up for my CX’s & O’s newsletter at louischo.com
 THE ULTIMATE AI MARKETING
CHEAT SHEET
THE TOP USE CASES FOR UNLEASHING AI IN MARKETING

1. PERSONALIZATION 2. CUSTOMER INSIGHTS & SEGMENTATION

Dynamic Content Personalization: Predictive Analytics:

Tailor website content, emails, and Analyze customer data to predict future
ads based on user behavior and behaviors, needs, and preferences.
preferences.
Customer Segmentation:
Product Recommendations: Automatically segment customers into
Use past purchase history and groups based on their behaviors,
browsing behavior to suggest preferences, and demographics for
relevant products or services. more targeted marketing.

3. CONTENT CREATION 4. SEO & CONTENT OPTIMIZATION 5. EMAIL MARKETING

Automated Content Keyword Analysis and
Generation: Create Email Optimization:
Optimization: Identify trending Optimize email send times, subject
written content for keywords and optimize content for
articles, emails, and lines, and content for higher open
search engines. and click-through rates.
social media posts.
Content
Creative Design: Effectiveness: Automated Email
Generate visual Analyze the Campaigns:
content, including performance of content Trigger email campaigns
images, logos, and and suggest based on user actions or
marketing materials. improvements to milestones.
engage the audience.

6. CAMPAIGN OPTIMIZATION 7. CHATBOT & VIRTUAL ASSISTANTS

Ad Targeting and Retargeting: Customer Service:

Use AI to identify and target users who are Provide 24/7 customer support, answer
most likely to convert, optimizing ad spend. FAQs, and guide customers through the
product.
Campaign Analysis:
Automatically analyze the performance of Lead Qualification and Nurturing:
marketing campaigns and suggest Engage with potential leads, assess
adjustments for improvement. their interest level, and provide
personalized follow-ups.

8. SOCIAL MEDIA 9. SALES ENABLEMENT 10. MARKETING AUTOMATION

Price Optimization:
Trend Analysis: Dynamically adjust prices based on AI in Triggered Campaigns:
Identify and analyze trends on social demand, competition, and customer Automates personalized communications
media to inform content strategy. behavior. based on customer behaviors and
predicted actions.
Sentiment Analysis: Sales Forecasting:
Monitor brand mentions Predict future sales
and sentiment on social trends to optimize Automating A/B Testing:
media to manage brand inventory and Rapidly optimizes
reputation. marketing marketing creative with
strategies. data-driven A/B testing.

Competitor Strategy Analysis: Competitor Sentiment Analysis:

11. COMPETITIVE AI assesses competitors' strategies AI analyzes customer feedback across
and market movements, offering platforms to gauge market sentiment
INTELLIGENCE insights for tactical advantage. towards competitors, guiding strategic
decisions.

Want a hi-res PDF of all my cheat sheets? Follow me and

sign-up for my CX’s & O’s newsletter at louischo.com Louis Cho
LEGENDARY CUSTOMER-CENTRIC QUOTES
Wisdom from the most customer-obsessed leaders in history

You’ve got to start with We see our customers as People will forget what There is only one
the customer invited guests to a you said. They will boss. The customer.
experience and work party, and we are hosts. forget what you did. And he can fire
back toward the It’s our job every day to But they will never everybody in the
technology, not the make every important forget how you made company from the
other way around. aspect of the customer them feel. chairman on down,
experience a little bit simply by spending
Steve Jobs better. Maya Angelou his money
somewhere else.
Jeff Bezos Sam Walton

Your most unhappy Quality in a The key is to set Customer service

customers are your service or realistic customer shouldn't just be a
greatest source of product is not expectations, and then department, it
learning. what you put not to just meet them, should be the entire
into it. It is what but to exceed them— company.
Bill Gates the customer preferably in
gets out of it. unexpected and helpful Tony Hsieh
ways.
Peter Drucker
Richard Branson

Forget about Building a good The greatest asset of Customers will never
your competitors, customer experience a company is its love a company until
just focus on does not happen by customers. the employees love it
your customers. accident. It happens first.
by design. Warren Buffett
Jack Ma Simon Sinek
Clare Muscutt

Treat your Do what you do In the long arc of You need to get
customers like so well that they time, you are only to the future,
they own you. will want to see it relevant if customers ahead of your
Because they do. again and bring love you. customers, and
their friends. be ready to greet
Mark Cuban Tim Cook them when they
Walt Disney
arrive.
Marc Benioff

If people believe Get closer than If you work just for It is not the
they share values ever to your money, you’ll never employer who pays
with a company, customers. So make it, but if you the wages.
they will stay close, in fact, that love what you’re Employers only
loyal to the you tell them what doing and you handle the money …
brand. they need well always put the It is the customer
before they realize customer first, who pays the
Howard Schultz it themselves. success will be wages.
yours.
Steve Jobs Henry Ford
Ray Kroc

Customers are Don’t find In this game, the one Repetition makes
the lifeblood of customers for with the most real reputation and
any business. your products, relationships wins. reputation makes
Treat them well, find products for customers.
and they will your customers. Gary Vaynerchuk
treat you well. Elizabeth Arden
Seth Godin
Mary Kay Ash

Want a hi-res PDF of all my cheat sheets? Follow me and

sign-up for my CX’s & O’s newsletter at louischo.com Louis Cho
 ANATOMY OF A CUSTOMER
Unlocking the Secret Code to Customer Engagement

Brand Image and Perception: The Rational Thinking and Decision

eyes represent how customers see a Making: Represents logical and
brand. Marketers must focus on analytical thought processes.
creating a strong visual brand identity Marketers need to appeal to the
and ensuring their brand is perceived head by providing factual
positively, akin to catching the information, data, and logical
customer’s eye with an attractive and reasoning to convince customers of
compelling image. Eyes Brain the value and utility of their products
or services.

Emotional Connection and

Engagement and Interaction: Loyalty: The heart is all about
Hands represent the tactile aspect emotional engagement and building
of the customer experience. This loyalty. Marketers should aim to
can be translated into how create an emotional bond with their
marketers create engaging and customers through storytelling,
interactive experiences for brand values, and experiences that
customers, whether through product
design, digital interfaces, or Hands Heart resonate on a personal level.
customer service.

Communication and Feedback: Messaging and Advocacy: The

Ears symbolize listening, a crucial mouth reflects the voice of the
skill for marketers. This involves not customer and the importance of
only effectively communicating the how a brand communicates and
brand's message but also actively how customers can become
listening to customer feedback and advocates. Effective messaging that
adapting strategies accordingly. resonates with the audience can
Ear Mouth turn customers into vocal supporters
of the brand

Customer Journey and Intuition and Subconscious

Movement: Feet symbolize the Decision Making: The gut refers
customer's journey with the brand. to the instinctual reactions and
Marketers should carefully map decisions of customers. Marketers
and enhance this journey, ensuring should aim to tap into these
a seamless and positive instincts by creating compelling
experience from initial awareness and persuasive content that speaks
through to purchase and post- Feet Gut to subconscious desires and
purchase. needs.

Want a hi-res PDF of all my cheat sheets? Follow me and

sign-up for my CX’s & O’s newsletter at louischo.com Louis Cho
 BENEATH THE BRAND

THE BRAND ICEBERG

The Unseen Forces Behind Successful Branding

WHAT PEOPLE Logo

SEE IN A
Products &
BRAND Services

Marketing &
Advertising

Purpose, Vision,
Performance Mission, Values
Measurement
Market Research
Values & Ethics
Product Development

Trial and Error

Employee Culture
R&D
Customer Feedback
Innovation
Customer
Strategic Planning Insights
Market Segmentation

Competitive Analysis
Customer Journey
Mapping
WHAT THEY Brand Positioning

DON’T SEE IN A Environmental &

Quality Control

BRAND Sustainability

Want a hi-res PDF of all my cheat sheets? Follow me and

sign-up for my CX’s & O’s newsletter at louischo.com Louis Cho
 Myers-Briggs Type indicator

CUSTOMER PESONALITY TYPES

Personalize Your Marketing To Your Customer’s Personality Type

ISTJ ISFJ INFJ INTJ

Detail-Oriented Community-Centric Purpose-Driven Strategic Planners
Deciders Shoppers Buyers
Looks for efficiency,
Appreciates reliability, Values community, Seeks meaningful
innovation, and
detail, and tradition. tradition, and loyalty. connections and
strategic benefits.
Use straightforward, Highlight community purpose in purchases.
Focus on the advanced
fact-based advertising involvement, customer Emphasize your brand's
features, long-term
that emphasizes testimonials, and loyalty commitment to social
benefits, and efficiency
product reliability and rewards to resonate causes and ethical
of products to appeal to
functionality. with their sense of practices to align with
their strategic thinking.
belonging. their values.

ISTP ISFP INFP INTP

Practical Explorers Expressive Seekers Values-First Consumers Analytic Researchers
Prefers hands-on Drawn to aesthetic, Prioritizes authenticity,
Seeks knowledge,
experiences and authenticity, and ethics, and personal
innovation, and logical
practicality. personal expression. values.
solutions.
Showcase the versatility Use visually appealing, Create emotionally
Provide detailed product
and practical authentic storytelling resonant content that
information,
applications of that highlights personal aligns with their values
comparisons, and logical
products, encouraging expression and the and showcases the
benefits to satisfy their
trials and sampling. unique qualities of authenticity of your
analytical approach.
products. brand.

ESTP ESFP ENFP ENTP

Spontaneous Navigators Experienced Enthusiasts Inspirational Engagers Innovative Challengers
Craves excitement, Seeks fun, social Looks for creativity, Enjoys debate,
action, and immediate connections, and authenticity, and innovation, and
results. sensory experiences. inspiration. unconventional ideas.
Use dynamic, engaging Employ vibrant, Use storytelling and Present innovative
content that highlights interactive marketing creative visuals to concepts and encourage
immediate benefits and campaigns that inspire and connect on engagement through
encourages quick emphasize fun, an emotional level, challenges and thought-
action. community, and sensory emphasizing the brand's provoking content.
appeal. authentic voice.

ESTJ ESFJ ENFJ ENTJ

Decision-Making Leaders Relational Harmonisers Impactful Influencers Visionary Executives
Prioritizes relationships, Driven by inspiration, Seeks efficiency,
Values efficiency, order, leadership, and positive leadership, and strategic
and leadership. harmony, and social
validation. impact. advantages.
Offer clear, concise, and Leverage inspirational Highlight strategic
organized content that Focus on community,
social proof, and messages and case benefits, efficiency
emphasizes the studies that showcase gains, and the
effectiveness and endorsements to appeal
to their desire for the positive impact and leadership position of
leadership qualities of leadership potential of products to appeal to
the product. harmony and
acceptance. using your product. their ambitious nature.

Want a hi-res PDF of all my cheat sheets? Follow me and Louis Cho
Sign-up for my CX’s & O’s newsletter at louischo.com
 THE BIG FIVE
PERSONALITY TRAITS FOR MARKETING
Deepen Connections With Your Customers By Personalizing To Their Personality Types

OPENNESS CONSCIENTIOUSNESS
Target those high in Resp Emphasize reliability and
openness with innovative Open onsiv
e detail for high
and creative campaigns, conscientiousness individuals,
while more conventional and and flexibility or spontaneity
straightforward approaches CONS for those lower in
may appeal to those lower CIE conscientiousness.
in openness. ESS intellectual Meas
ure NT
N ee of and a iety. with g

Co
ood s the
N imp leve IO

ns
E gr vity, nd var US
al

P e dire lus l o

cie
d ti a e
tic

c f
O s the, creaovelty ted co th

nt
be ntr ou
ac

e ity r n

io
ha ol gh

NE
Pr

us
os e fo vio a
ef cur ur
as

tfu goa
rs

SS
c
er i

nd
Me

lne l-
en

ss
pr
Nervous

Introverted
Meas the tendenc t of socia
and
NE the tende,nscuyctho aesxpaenrgieenrce

DEEP
,

ures the exten

in the company ek sti ty, en

EXTRAVER
CUSTOMER
ure emoti r depression.
TICISM

CONNECTION
y to s
ons
O

,o

of
Me gati nxiety

e
R

o
U

te

S
hrs latio rgy,

bili
a ve
a
s

I
mu

ON
.
s
ne

d
e

rte
ve
Me

tra
llo

Ex
w

co M ea , .
m p sure
ass s th e q f r i e n dl y t h er s
io n a u a lit y o f b e i n g a r d s o EXTRAVERSION
NEUROTICISM te, a n d
c o o p e r a ti v e t o
w Utilize social and
Offer security and engaging marketing for
AGR
EEABLENESS
comfort in marketing to extraverts, and more
those high in Stro personal, quiet
e
neuroticism, and ng- eeabl approaches for
challenge or min r
ded Ag introverts.
excitement for those
with lower neuroticism.
AGREEABLENESS
Focus on community and ethics for
agreeable individuals, and
competitive or efficiency-driven
messaging for those less agreeable.

Want a hi-res PDF of all my cheat sheets? Follow me and

sign-up for my CX’s & O’s newsletter at louischo.com Louis Cho
 AVOID THESE

MARKETING FALLACIES
Marketing misconceptions that can completely derail your strategies

Fallacy Description Example How to Counter

BuzzFeed shifted from solely Prioritize conversion rate

The belief that increasing
increasing traffic to optimization by understanding
More Traffic Equals More website traffic directly
enhancing engagement and your customer’s needs and
Success correlates to enhanced
community for sustainable tailoring your content and CX to
performance and growth.
growth. meet those needs.

Combine product excellence

BlackBerry lost to the iPhone
Assuming superior product with adaptive marketing
Product Quality despite superior quality, due
quality alone ensures market strategies that respond to
Overcomes All to not adapting to changing
dominance. changing market trends and
consumer demands.
customer needs and behavior.

Netflix faced backlash when “Allowing some flexibility in

splitting DVD and streaming work location doesn't
The notion that customer services in 2011 to pivot for necessarily erode office culture.
The Customer Is Always
preferences should dictate all future success, illustrating With proper communication
Right
business decisions. that aligning long-term vision tools and guidelines, teams can
can sometimes conflict with remain cohesive and productive
customer reactions. regardless of where they work.”

Yahoo!'s attempt to copy Develop unique strategies that

Copying the strategies of
If It Works for Them, It’ll Google's clean interface align with your brand identity,
successful companies,
Work for Us failed without a unique target customers, and market
expecting similar success.
differentiation strategy. position.

Coca-Cola successfully
Believing digital marketing Employ a balanced marketing
blends traditional and digital
Digital Marketing Is the channels are the only mix that includes digital and
marketing, highlighting the
Only Marketing necessary tools for modern traditional methods tailored to
importance of diverse
marketing success. your customer.
strategies.

Viewing negative feedback as Microsoft reversed Xbox One

Embrace and analyze negative
Negative Feedback Is purely detrimental, rather policies after feedback,
feedback to identify areas for
Bad than as an opportunity for showcasing constructive
learning and improvement.
improvement. criticism’s value.

Understand that building brand

Dove's “Real Beauty” awareness and customer
Anticipating immediate
Instant Results Are campaign built its movement loyalty takes time. Focus on
success from marketing
Expected over years, emphasizing long-term engagement
campaigns.
long-term strategy patience. strategies and consistent brand
messaging.

Want a hi-res PDF of all my cheat sheets? Follow me and

sign-up for my CX’s & O’s newsletter at louischo.com Louis Cho
 THE MARKETER’S GUIDE TO

KNOWING YOUR Data Types

LEVERAGING YOUR MOST VALUABLE ASSET TO LEVEL-UP YOUR MARKETING

Data Type What is it? How is it used? Examples

This is the gold standard for data.

Data that your customers voluntarily
Used to drive highly
provide, explicitly stating how they Preferences collected
personalized marketing
wish to be engaged based on their via interactive quizzes,
campaigns, foster loyalty,
preferences, needs, and desires. direct surveys about
and directly influence
This type of data is unique as it is shopping preferences,
purchase decisions
given by consumers with clear intent, or specific consent for
through tailored
making it highly reliable and communication types.
Zero-Party communications.
actionable for personalized
Data
marketing.

Data sourced directly from your

Tracking user
customer interactions with your Employed to enhance
interactions on your
brand's owned channels. This data customer experiences
brand's website, mobile
is rich in context and specificity, through targeted content,
app usage patterns,
providing a detailed view of optimize marketing
purchase records in
customer behavior and preferences, strategies, and develop
CRM systems, and
which is essential for building a more effective customer
customer service chat
First-Party strong customer relationship retention programs.
logs.
Data management system.

Sharing customer
Directly obtained from a partner Strategic for accessing
loyalty information
organization that collects the data new markets or
between an airline and
firsthand, this data is like first-party augmenting your customer
a car rental service, or
data but from another source. It profiles with data that you
an online retailer
allows you to gain strategic insights can’t collect on your own,
partnering with a
while maintaining a high level of data enhancing the precision of
Second-Party fashion magazine for
relevance and quality. targeted marketing efforts.
Data customer trend data.

Aggregated data collected by entities Demographic data

Utilized to supplement your
without direct customer interaction, purchased from a data
first-party data for
often from multiple sources. This brokerage, behavioral
comprehensive market
data helps in broadening market segments offered by
analysis, demographic
understanding but comes with marketing firms, or
targeting, and identifying
varying degrees of reliability and syndicated market
new customer acquisition
Third-Party requires rigorous vetting to ensure research for industry
opportunities.
compliance and relevance. trends.
Data

Want a hi-res PDF of all my cheat sheets? Follow me and

sign-up for my CX’s & O’s newsletter at louischo.com Louis Cho
 THE SECRET TO

CUSTOMER LONGEVITY
The Japanese Secrets to Long Life And Customer Life Time Value

MINDFUL
FINDING PURPOSE
Ikigai combines passion, talent, CONSUMPTION
societal need, and livelihood, Hara Hachi Bu advocates for
offering a fulfilling purpose that eating to 80% fullness,
inspires daily motivation and emphasizing moderation to
contributes to happiness and promote health and longevity.
longevity.

生き甲斐
This translates to offering
Aligning with customer core IKIGAI customers exactly what they
needs and values to foster need without overwhelming
loyalty and long-term them, prioritizing quality over
engagement by offering a quantity for sustainable
unique value proposition that engagement and lasting
deeply connects with and relationships.
satisfies customers.

長寿
CHŌJU

もあい
MOAI

腹八分
HARA HACHI BU

SOCIAL SUPPORT
Moai signifies close-knit social
support networks offering
emotional, social, and financial
support, fostering community, Integrating Moai, Ikigai, and
well-being, and longevity. LONGEVITY Hara Hachi Bu when it comes to
Chōju means longevity your customers—fostering
or long life in community, aligning with
Japanese, purpose, and ensuring
emphasizing a life of moderation—translates to Chōju
Moai means creating strong brand health, vitality. and
communities where customers feel in customer relationships,
well-being. achieving lasting loyalty and
valued, share experiences, and provide
feedback, enhancing brand loyalty and satisfaction.
advocacy.

Want a hi-res PDF of all my cheat sheets? Follow me and Louis Cho
Sign-up for my CX’s & O’s newsletter at louischo.com