Page 11 - index
P. 11
RESEARCH, ANALYSIS & TRENDS
focusing on segmentation models such as Engagement active, or inactive customer segmentation makes
Recency Frequency Monetary Analysis (ERFM). sense. Sociodemographic data, such as gender, place
of residence and occupation, can also be included and
In combination with modern technologies, it helps to expanded as required.
predict future activities and makes personalized and
automated recommendations easy. The method checks Subsequently, the more qualified and clustered cus-
the entire data set regarding point of time and channel tomer groups can be addressed target group specific
of the last interaction with the online shop. with suitable communication campaigns, such as per-
sonalized discount promotions, individual product rec-
Unlike the traditional RFM analysis, used for analyzing ommendations or a gift proposal for XY, the better the
customer value, interaction is not limited to the pur- marketing performance. And without doubt, the adop-
chase, but expressed in a variety of ways: From "I am tion of a cloud marketing software makes a lot of sense
looking around" visits to the online shop, to sharing and here as well due to ‘predictive real-time analytics’.
mentioning in social networks, activities on the compa-
ny's website or interactions with the customer service. It is simply a fact that not every customer is equal and
we know that it is above all about the appreciation and
Each online shop decides on its own which time inter- loyalty to customers. Whoever often spends or a lot of
vals between the interactions are relevant as engage- money in a shop, should therefore not only receive ma-
ment segment. In addition, the data set is analyzed with terial goods, but also individual attention.
the help of automated algorithms for the respective pur-
chasing behavior (e.g. 20% of the customers first Hence, the combination of automated segmentation
looked at X, then Y). and an eye-to-eye approach in the sense of a classic
one-to-one marketing style is most suitable. ◊
In addition, there can be extra information about the last
purchase, the quantity of orders and the sum of money By Daniela La Marca
all purchases made. That’s why, for example, a VIP,
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
focusing on segmentation models such as Engagement active, or inactive customer segmentation makes
Recency Frequency Monetary Analysis (ERFM). sense. Sociodemographic data, such as gender, place
of residence and occupation, can also be included and
In combination with modern technologies, it helps to expanded as required.
predict future activities and makes personalized and
automated recommendations easy. The method checks Subsequently, the more qualified and clustered cus-
the entire data set regarding point of time and channel tomer groups can be addressed target group specific
of the last interaction with the online shop. with suitable communication campaigns, such as per-
sonalized discount promotions, individual product rec-
Unlike the traditional RFM analysis, used for analyzing ommendations or a gift proposal for XY, the better the
customer value, interaction is not limited to the pur- marketing performance. And without doubt, the adop-
chase, but expressed in a variety of ways: From "I am tion of a cloud marketing software makes a lot of sense
looking around" visits to the online shop, to sharing and here as well due to ‘predictive real-time analytics’.
mentioning in social networks, activities on the compa-
ny's website or interactions with the customer service. It is simply a fact that not every customer is equal and
we know that it is above all about the appreciation and
Each online shop decides on its own which time inter- loyalty to customers. Whoever often spends or a lot of
vals between the interactions are relevant as engage- money in a shop, should therefore not only receive ma-
ment segment. In addition, the data set is analyzed with terial goods, but also individual attention.
the help of automated algorithms for the respective pur-
chasing behavior (e.g. 20% of the customers first Hence, the combination of automated segmentation
looked at X, then Y). and an eye-to-eye approach in the sense of a classic
one-to-one marketing style is most suitable. ◊
In addition, there can be extra information about the last
purchase, the quantity of orders and the sum of money By Daniela La Marca
all purchases made. That’s why, for example, a VIP,
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
