RFM based Marketing Automation is one of the most unique features of SALESmanago platform. It has been designed specifically to cover the marketing automation processes at online stores, eCommerce and B2C companies.
Unlike the traditional marketing automation tools which were created mainly for B2B companies and cover linear purchase processes present in B2B world, RFM based Marketing Automation feature enables in a unique way to address the nonlinear purchasing processes (Customer Journey) observed at B2C companies and online stores. RFM based Marketing Automation aims at realization of Customer Value Marketing strategies, aiming to increase customer value.
RFM based Marketing Automation feature segments customers based on purchases and transactions made by them. Transaction Analysis and segmentation goes beyond the value of the purchase and takes into account two additional dimensions: the frequency and the time elapsed since the last purchase.
It automatically created segments can then be used for implementation of:
one-off marketing campaigns, such as sending emails, text messages, or the implementation of targeted advertising campaigns
creating a completely new, non-linear model of automation rules, which aim to automatically migrate customers from the less valuable to most valuable customer segments
RFM module advanced segmentation and analytics
Advanced segmentation of customers
RFM (Recency, Frequency, Monetary) is a module which enables to analyze purchasing behaviors, segment customers and automate marketing and sales processes based on transactional data. It analyze every customer in terms of three basic information:
Recency – shows when was the last time a customer made a purchase order in the following dimensions: long, medium, short
Frequency – shows how regularly does this customer make a purchase in the following dimensions: regular, casual, often
Monetary – (the purchase value) shows how much money does this customer spend over a period of time in the following dimensions: spender, average, saver
Such customer segmentation allows you to project far more efficient marketing strategy, optimize your sales and marketing spendings, as well as think strategically about how to engage your customers.