Many companies focus their advertising strategies on attracting new consumers, but it should not be forgotten that it is also important for a business to retain its target audience and encourage people to make repeat purchases.
RFM analysis is ideal for companies with a customer base exceeding 10,000 people. As a rule, this is the B2C segment. Organizations with a smaller number of clients and B2B can also use RFM segmentation, although its effectiveness in such cases will be somewhat lower.
Sales Manager Responsibilities in Different Segments
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The obtained results of the chinese singapore b2c cell phone number data analysis are used to create personalized notifications (email newsletters, SMS messages and PUSH). In addition, this data helps to develop scripts for calling clients. It is important to note that each group of consumers receives unique offers that correspond to their behavior. For example, loyal customers can be offered special promotions, and customers who have not made transactions for a long time can receive discounts or bonuses.
Examples of businesses where RFM analysis of customers is an effective method:
HoReCa (hotels and restaurants);
hairdressers and beauty salons;
online stores;
Media.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Stages of RFM analysis
To perform customer analysis, you do not need to acquire special knowledge or install complex software. You can work with regular Excel or Google tables, macros.
If the company is large, it makes sense to use additional software or formulas.
Step 1. Collecting information
The choice of data collection period depends on the characteristics of the business, including its B2B or B2C orientation. Typically, data is collected for the last year. The most important information is:
customer ID (this could be a phone number, last name, first name, middle name, or email address);
dates of completed purchases, transactions and other important events;
number of orders placed;
total cost of purchases.
To simplify this stage, it is recommended to automate the process and use specialized software. For example, CRM systems (Salesap or Megaplan). You can easily upload the necessary information to them.
After the last transaction date, you should add the columns "Current date" and "Number of days since last purchase". At the end of the document, create three columns "R", "F" and "M".
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow