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John Eckhardt

Director CRM & Analytics
Sally Beauty

John Eckhardt, Director of Analytics and CRM at Sally Beauty is a driven leader with strong track record of leveraging technology and advanced analytics in Marketing, Operations, and Finance. He is passionate about big data and data sciences driving step-change in customer experience, digital commerce, and advertising ROI.

In a short six months, he has established a data sciences practice at Sally in partnership with cognizant analytics in order to find, target, personalize, and optimize the lifecycle of every customer. In order to take these insight to market, the team has also launched a number of key innovations and capabilities - personalized behavioral programs in digital, targeted 1:1 program in digital display, and a mobile messaging program. All of these have led to increased marketing driven sales by over 20% and ROI improvements over 30%.

John has a Bachelors degree in Decision Sciences and a Masters in Business Administration from the University of North Texas.

Follow John on Twitter @johneckhardt

Check out the incredible speaker line-up to see who will be joining John.

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Main Conference Day One - Tuesday Feb. 23rd

Thursday, November 2nd, 2017

14:55 How CRM And Loyalty Are Driving An Omni-Channel Marketing Makeover At Sally Beauty

Ryan and John walk through a six step program for customer retention. Learn from their tips and tricks to drive more repeat business, immediately!

Step 1: Applying the right skin foundation

Building an actionable customer database

Step 2: Fighting against split ends

Merging records and measuring media as a unique CID

Step 3: Choosing the best shade of hair color

Determine CRM objectives that align with the personality and style of the brand

Step 4: Conditioning color treated hair

Building robust omni-channel customer journeys to engage and extend the customer lifecycle

Step 5: Apply long lasting nail color

Base coat = loyalty program infrastructure
Color = operationalizing loyalty through CRM execution
Top coat = adding promotion to retain and protect best customers

Step 6: You’re roots are showing

Reporting the good, the bad, and the ugly using treatment vs. control analysis