A Framework for Driving Omnichannel Loyalty

2. Develop hypotheses for behaviors that will lead to increased monetization. Once you understand your customers, it's time to develop hypotheses on how to increase monetization of them in a specific segment. Let's say that you've decided you want to target purchasers in a middle decile, as defined by lifetime value. Based on your understanding of your customers, you've found that customers in the next higher decile are more engaged in the form of writing product reviews. Therefore, you develop a cause-and-effect hypothesis that if you can get a middle decile customer to write more reviews, they'll be more highly engaged and, therefore, spend more money and move up to the higher decile.