Squeezely Spotler Activate offers a great tool to understand different customer segments and create targeted campaigns across channels via the RFM app.
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For more info on the concept of RFM, and how we measure RFM scores, please refer to: RFM Concept
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How To Use the RFM app in
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Spotler Activate
Now that we have discussed what RFM is, how we measure it and the conclusions we can draw from it's numbers, it's time to discuss the practical side of things; what can you actually do with these numbers within the Squeezely Spotler Activate RFM app:
Analyze segments
In the app,you will find segments based on RFM scores that help you identify interesting segments within your customer base. Use these segments to understand your audience better and to setup highly targeted campaigns.
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We have defined the Segments with the following RFM values, to give youa good head start:
Segment | Scores |
|---|---|
Champions | 555, 554, 544, 545, 454, 455, 445 |
Loyal | 543, 444, 435, 355, 354, 345, 344, 335 |
Potential Loyalist | 553, 551, 552, 541, 542, 533, 532, 531, 452, 451, 442, 441, 431, 453, 433, 432, 423, 353, 352, 351, 342, 341, 333, 323 |
New Customers | 512, 511, 422, 421 412, 411, 311 |
Promising | 525, 524, 523, 522, 521, 515, 514, 513, 425,424, 413,414,415, 315, 314, 313 |
Need Attention | 535, 534, 443, 434, 343, 334, 325, 324 |
About To Sleep | 331, 321, 312, 221, 213, 231, 241, 251 |
At Risk | 255, 254, 245, 244, 253, 252, 243, 242, 235, 234, 225, 224, 153, 152, 145, 143, 142, 135, 134, 133, 125, 124 |
Cannot Lose Them | 155, 154, 144, 214,215,115, 114, 113 |
Hibernating customers | 332, 322, 233, 232, 223, 222, 132, 123, 122, 212, 211 |
Lost customers | 111, 112, 121, 131,141,151 |
In case you want to define your own values for each segment (let’s say you’d only want 555 to be your champions) you can easily do so by clicking on the “edit values” button of a segment:
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Let’s have a look at how to use these segments in SqueezelySpotler Activate. On each segment tile, there is an option to either edit the values for your segment, and to create an audience. These audiences can be used like any other audience and are available for advertising, journey builder and website personalization.
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