OVERVIEW:
Greetings, Maropostians!!
We are excited to introduce new eRFM-based infographics and analytical tables to our Marketing Cloud subscribers!! With these new capabilities, you'll have a deeper understanding of how people interact with your brand and how to improve the effectiveness of your marketing initiatives.
To learn more about our latest developments, keep reading ahead!!
eRFM REPORT ENHANCEMENTS:
We have introduced new features, such as “Customer Distribution,” “Customer Movement,” and “Average Performance” charts, to help you better understand customer purchasing behavior across several RFM (Recency, Frequency, Monetary) groups.
By viewing “Customer Distribution” charts, you can see how many customers are increasing or decreasing in each segment group and get a brief idea of which groups these customers are being added to or removed from.
To keep track of customer movement between groups, we have provided another chart called “Customer Movement” in the form of a Sankey diagram. Here, the flowchart is subdivided into different levels/groups, and you can observe customers moving from one group to another during a selected period. With such illustrations, you can easily identify trends among groups, whether it be customer retention, an increase in subscriptions, removal of inactive contacts, etc.
Finally, we have the “Average Performance” chart that uses purchase and engagement data to showcase the average performance metrics across several engagement groups. You can review key performance indicators between the base date and comparison date and recognize areas of improvement to bolster brand visibility among a wider audience.
To learn more about optimizing your marketing strategies by using analytical charts and tables, read our eRFM Reports article.
ROLLING SEGMENT FILTERS ENHANCEMENT:
In addition to enhancements in the eRFM space, we have also made changes to the date filters in the Next-Gen segment region, which offer insights into a contact’s status. While selecting RFM contact segments, you can now insert rolling dates ranging from the last 7, 30, 90, or “X” number of days. Creating such segments offers a clearer understanding of customer interaction and loyalty characteristics toward your business, thus empowering you to make more informed, data-driven decisions when it comes to targeting and engagement strategies.
To learn more about segmentation, its importance, and its role in optimizing campaigns, read our Segment Rules (Next-Gen) article. Furthermore, if you need to understand the steps required to create a segment either manually or with the help of an AI builder, kindly visit and read our Creating Segments with Next-Gen Segment Builder article.