ANALYSIS OF BENEFITS insights to further develop customer-centric • Actual consumer behaviors and trends around projects like a loyalty program. Within two years purchasing frequency, basket size, and customer of the investment, the interviewee shared that the lifetime value. program had surpassed 5 million members, Results. To account for these risks, Forrester representing 35% of all customers. adjusted this benefit downward by 15%, yielding a Modeling and assumptions. Based on the three-year, risk-adjusted total PV (discounted at 10%) interviewees’ experiences, Forrester assumes the of $1.5 million. following about the composite organization: • The composite engaged 500,000 customers annually via email campaigns in its prior environment. “With really good technology, • After the Marketing Cloud investment, the we’re making magic happen. composite organization measures an increase in We are able to move much faster. number of engaged customers by 25%, 40%, and In the last 12 months, we moved 50% in Years 1, 2, and 3, respectively, compared to the prior environment. with scale into four new markets and added 225 stores. • In the prior environment, the average order value AOV was $50. A customer engaged via email Having these technology campaigns conducted 1.5 annual purchases on capabilities allows us to average, resulting in a $75 value per customer understand very quickly who our engaged via email campaigns. guests are and interact with • The composite organization’s operating margin is them.” 10%. President of digital experiences, • Forrester considers 50% of the value of this retail benefit a direct result of the Salesforce investment. This estimate accounts for other changes that take place during the three years under analysis, including macroeconomic factors and other investments in technology, people, and process. Risks. Forrester recognizes that these results may not be representative of all experiences. The following factors may impact this benefit: • The number of engaged customers in the legacy environment, if any, and the frequency and purchasing value of a customer engaged via email before and after the investment in Marketing Cloud. THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 11