Klaviyo
Our Klaviyo Marketing Analytics Masterclass
Turning customer data into strategy: Elephant Room x Klaviyo
Last month, over a morning of coffee and croissants, we were joined by some of Australia’s leading ecommerce brands at Klaviyo’s Sydney HQ for an exclusive Marketing Analytics Masterclass, co-hosted by Elephant Room and Klaviyo.
The session focused on a central goal: showing marketers how to boost retention, personalise messaging, and drive owned revenue using insights already available in their Klaviyo accounts.
We broke down how to turn marketing analytics into action, not just reporting on the past but using data to inform smarter business decisions.Here are the key takeaways:
The Current Landscape
Many brands still rely on shallow campaign metrics like opens and clicks to guide their strategies. Without deeper behavioural insights, retention becomes harder to scale, messaging feels generic, and budgets get wasted trying to reacquire customers who were already in reach.
There’s often a disconnect between what the data is saying and how it’s being used. Klaviyo’s Marketing Analytics tools help close that gap.
- The Current Landscape
- Klaviyo's Marketing Analytics
- RFM Analysis
- Funnel Analysis
- Catalog Analysis
- Cohort & LTV Analysis
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The Solution: Smarter Insights, Smarter Strategy
Klaviyo’s Marketing Analytics allows brands to look beyond vanity metrics and understand the full customer journey. We unpacked four key tools that help teams make more confident, strategic decisions:
RFM Analysis
Segment your database based on Recency, Frequency, and Monetary value. This gives a clear view of who your most valuable customers are, who’s at risk, and who to re-engage. It’s a powerful way to refine your retention and loyalty strategy.
Funnel Analysis
Map out drop-off points across the customer journey to identify where people are losing interest. Whether it’s between browse and cart or cart and checkout, this helps pinpoint where to improve your experience and messaging.
Catalog Analysis
Learn which products are driving repeat purchases, higher lifetime value, or lower retention. This helps both merchandising and marketing teams make better decisions on what to promote, bundle, or retire.
Cohort & LTV Analysis
Track the long-term value of different customer groups based on when or how they were acquired. This helps you understand which campaigns bring in high-value customers and which attract one-time buyers.
From Insight to Action
Data is only powerful when it leads to action. This masterclass showed that with the right tools, marketers can go from guessing to knowing. By tapping into the insights already inside Klaviyo, brands can deliver more personalised, timely, and impactful marketing.
We loved connecting with so many sharp marketers in the room and can’t wait to keep the conversation going around smarter retention and customer-led growth.
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