RFM analysis is a US databaseMarketingA practical customer analysis method proposed by the research institute found that there are three magic elements in customer data:
⭕: R How far away from the last purchase
⭕F Number of purchases in recent period
⭕M consumption amount, representing the customer's consumption capacity
With these three indicators, customers are divided into eight categories⬇️
① Important value customers: recent consumption time, consumption frequency and consumption amount are high (VIP)
② Important customers: recently, the consumption time is far away, and the consumption amount and frequency are high.
③ The important retained customers who have recently spent a long time and a low frequency of consumption, but whose consumption amount is high, may be users who are about to lose or have already lost, should be based on retention measures.
④ Important customer recovery: recently, the consumption time is far away, and the consumption amount and frequency are high.
⑤ General value customers: recently, they have spent a lot of money with a high frequency, so they need to increase their customer price.
⑥ General customers: recently, the consumption time is far away, the consumption frequency is high, but the amount is not high.
⑦ General development customers: recent consumption time, consumption amount and frequency are not high.
⑧ Loss of customers: not high.
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Through this analysis, we can help us locate the group most likely to become brand loyal customers, and let us focus on the most valuable users.Figure 5 is an RFM analysis done with FineBI. Customers have been divided into different categories. We just need to formulate marketing strategies according to categories. In addition, we can also do RFMModelThe visual dashboard shows customer value in a visual form.
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