Hola!
The Delhi heat has been killing me lately, canât believe itâs only Mayđ©
Talking about heat, Mumbai is no better either. I had almost forgotten what the Mumbai traffic & humidity felt like until I visited the city last week to attend the Retail Leadership Summit.
Keeping that aside, the event was quite a success. We also hosted a Sundowner inviting retail CXOs from different industries & it was a blast.
The rules of the sundowner were simple; attend the sundowner, have drinks with us & don't talk about business.
And to our surprise, the idea was a hit. Everyone thoroughly enjoyed the sundowner, all of us got to know each other outside of work & most importantly everyone left the room smiling
Now coming to this weekâs edition, I will be dissecting everything around RFM analysis for you & how can you use the segmentation in your marketing strategy.
So letâs dive in:
We all see marketers going crazy behind click-through rates, impression, reach, and other similar metrics like this.
But whatâs the point of all these metrics if you donât know your customers?
Someone has rightly said, Marketers who understand the value of "knowing thy customer" are more likely to succeed.
Now, what can you do as a Marketer: Instead of focusing just on increasing click-through rates, marketers must move their focus from greater CTRs to client retention, loyalty, and relationship building.
Segmentation is the buzzword amongst marketers today. However, most of the campaigns are segmented only on the basis of age or geography. How can you take it to the next level? The answer is RFM Analysis.
What is RFM Analysis?
It is a marketing technique used to quantitatively rank and group customers based on the recency, frequency, and monetary total of their recent transactions to identify the best customers and perform targeted marketing campaigns. RFM stands for:
Why is there a need for RFM Analysis?
The technique enables marketers to make tactical decisions. It enables marketers to quickly identify and segment users into homogeneous groups so that differentiated and personalized marketing strategies can be targeted to them. As a result, user engagement and retention improve.
Letâs demonstrate how RFM works using a simple example:
Oendrila made her last purchase 2 years ago which means she has now turned dormant.
Now, to reactivate Oendrila as a customer, marketing efforts might be made to remind her that it's been a while since the last transaction, while offering them an incentive to resume buying. In this example, we have used recency as a factor to determine the marketing communication for Oendrila.
Things to take care of while using RFM Analysis
Some businesses may use RFM analysis as an excuse to bombard high-ranking customers with messages and thus reduce response rates on campaigns that could otherwise be highly effective.
On the other hand, it can cause marketers to neglect customers with low rankings even though many of them may be worth cultivating.
However, if executed properly, RFM analysis can prove to deliver amazing results.
And thereâs much more to all of this. Learn more about RFM analysis & its benefits here
The IPL season is finally back and it's definitely one of my favorite times of the year.
Not only because I love cricket, but also because I love how brands leverage this time to engage with their customers with their marketing strategies.
And when you talk about IPL advertising, you just canât forget Hotstar!
Hotstar is one of the very few OTT platforms that have been able to fully adapt to the way consumers are consuming content which is one of the main reasons for it to become every brandâs favorite.
To help you take advantage of Hotstar to mint money this IPL, read this detailed report and stay ahead of everyone else!
Thatâs all for today. Hope you have a killer week & an even better month.
I will see you again very soon,
Pranav
