3/8ユーザー会でRFM分析のご質問いただきました
西尾です。3/8は２年連続チャンピオンという表彰いただきありがとうございました。非常に活気のある会でしたねCRMのセグメンテーション機能を使いますここから設定に入ります
最新購入日（R） 購入頻度（F） 購入金額（M）を設定しますRFM分析は、「最終購入日（Recency）」「購入頻度（Frequency）」「購入金額（Monetary）」これら3つの指標を用いて顧客をグループに分ける分析手法です。最後にRFMそれぞれのスコアでセグメントのラベルを設定しますその結果を動画にしましたなお弊社ではセグメントラベルをワークフローを用いて、A-Fの顧客評価というタグ付けして見やすくしていますこれらを用いて取引先のセグメント分けをして、ZohoCampaignsで顧客評価ごとのメールを送ったりアプローチ頻度や方法を変えたりしています。Amazonや楽天などがしている顧客のパーソナライズが簡単に実現できます
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