Using a purchase recency/frequency framework to monitor the health of your customer file, gauge your customer acquisition and retention programs, and target email campaigns.
20. Consider what happens in Season 6 to a customer's recency classification... The Evolution of your R/F customer file
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24. Sub Title Lets take the example to Season 1 - your first season in business...
25. New Buyer Season 1 0 - 3 months 3 - 6 months 6 - 9 months 9+ months Recency Group Season 2 Season 3 Season 4 Season 5 Season 6 Season 7
26. New Buyer Season 1 0 - 3 months 3 - 6 months 6 - 9 months 9+ months Recency Group Season 2 Season 3 Season 4 Season 5 Season 6 Season 7 ?
27. New Buyer Season 1 0 - 3 months 3 - 6 months 6 - 9 months 9+ months Recency Group Season 2 Season 3 Season 4 $ Which outcome would you prefer? $ Future Value
28. New Buyer Season 1 0 - 3 months 3 - 6 months 6 - 9 months 9+ months Recency Group Season 2 Season 3 Season 4 Season 5 Season 6 Season 7 ? 0 0 1 1 1 1 0
29. Sub Title Over the years your customer database evolves. The more successful you are at keeping customers RECENT, or keeping them active, the more value you will extract from your acquired customers over time
30. New Buyers Season 1 0 - 3 months 3 - 6 months 6 - 9 months 9+ months Recency Group Season 2 Season 3 Season 5 Season 6 Season 7 Season 4
35. "If you're not segmenting your data in some business-savvy way, if you're still talking about averages, you're making gross errors in your analysis -me