How to make RFM model? Please keep this user's refined operation guide!

Nowadays, user operation is moving from the barbaric growth era of 1.0 to the intensive cultivation era of 2.0. With the increasingly fierce market competition, how to split users from a whole into groups with obvious characteristics determines the success or failure of operation. This paper will introduce a classic user refined operation tool-RFM model, which relies on the analysis method of multidimensional data to intuitively measure user value and user stratification, and can be used to improve the activity, retention rate and payment rate of different types of users in products. 1. What is RFM mode? RFM model comes from ArthurHughes' long-term research on user database in American Database Marketing Institute. It is an important tool and means to measure the current user value and customer potential value, and it is a refined hierarchical operation method for different user groups. The value of users is measured by three indicators: consumption (recent), consumption frequency (frequency) and consumption amount (currency) in user data. The specific meaning is as follows: r (recency): refers to the last consumption behavior of users, and how long has it been since now. The closer the time distance, the greater the value; F (frequency): refers to the number of purchases made by users in the statistical period. The more you buy, the higher the customer value. M (currency): refers to the total consumption of users in the statistical period, reflecting the income contribution of users to the enterprise. The higher the consumption amount, the greater the customer value. 2.RFM model The function of RFM model is to analyze user value, stratify users and help enterprises make marketing decisions. General analytical CRM tools focus on analyzing users' contributions, while RFM emphasizes distinguishing users through their behaviors, which can dynamically display all the contours of users, and accurately judge the long-term value of users through multi-dimensional data analysis. This provides a foundation for personalized communication and service of users in the future. Therefore, the application of RFM model can help marketers make different marketing decisions for different levels of users, focus on the most valuable users to achieve targeted marketing, reduce marketing costs and improve marketing effects. 3. The marketing strategy based on RFM mode RFM mode can generally be used for users' hierarchical and refined operation services. We can subdivide the three index dimensions of R, F and M. According to the dimensions of different user value stratification, we can adopt the following specific operation strategies: for users with short consumption intervals, because of the high probability of repurchase, they can wake up or stimulate consumption, such as giving discount coupons; Users with high consumption frequency, because of their relatively high loyalty, can regularly remind such customers of some preferential information about products, such as membership service, membership grade exchange, etc. Users who spend more money have higher user value. I can provide preferential prices for such users and adopt customized services, such as targeted matching purchase and enhanced redemption. Draw an RFM model on the whiteboard of BoardMix BOSS. Therefore, these three data become the underlying logic and way of thinking to measure the value of users, and the value of each indicator data has two situations. Therefore, we can take the basic line of R, F and M as the coordinate axis, and divide the value combination of users into eight types, including: general retained customers, general development customers, general value customers, general retained customers, important retained customers, important development customers and important value customers. According to the classification of users in the above figure, we can make different operational decisions for users with different values, acquire and retain key users through hierarchical value segmentation, constantly transform users into important value users, and maximize the use of the company's limited resources. 4. How to apply RFM model in practice The use of RFM model needs to be established according to different scenarios and business needs. Therefore, the criteria for layering each user can generally be divided into the following steps: (1) Dividing user groups according to the actual business needs of enterprises, and understanding the important behavior characteristics of users is helpful to formulate corresponding marketing strategies. User attributes are mainly divided into the following three categories: basic attributes, such as gender, age, and regional interests, such as media preferences, trading behavior, and consumption frequency. User-defined attributes, such as attributes defined based on industry characteristics, can be effectively analyzed and classified by using the user portrait template built in BoardMix. The user portrait template (2) defines indicators to confirm the user's indicator information, and analyzes the user's consumption behavior, including user name, consumption time and consumption amount, based on the model of R, F and M dimensions. (3) Calculate the user's consumption index. Through data statistics, query and settle the number of days, consumption times and average single consumption amount of each user since the last consumption. The average value of these indicators can be used as a benchmark for classification and judgment. The specific calculation method is as follows: average consumption amount of users = total consumption amount of all users/total consumption times = average consumption times of all users = average days of all users since last consumption = average days of all users since last consumption (4) The evaluation of user consumption indicators is based on whether key indicators are greater than the overall average level of customers, where if (XXX >; The overall average value of customers, 1, 0), is set to 0 if it is less than the overall average value, and to 1 if it is greater than the overall average value, so that 1 keeps positive characteristics and 0 keeps negative characteristics. (5) Classification of users According to the above analysis of user characteristics, customers can be divided into the following categories: To sum up, the core logic of RFM method is to find out the key behaviors that affect user value, and then cross-analyze and divide users. However, different platforms correspond to different types of user groups, and the specific meanings of R, F and M are different. In practical application, we should select key data indicators and analyze and assist them in combination with our own actual business. Therefore, in order to better analyze the user hierarchy of RFM model, we can use professional and efficient BoardMix whiteboard to realize it. BoardMix is an online tool that is very suitable for teamwork. It integrates various creative expression abilities such as free typesetting, brushes, notes, multimedia presentations, brain maps and documents. In the process of teamwork, it can provide a lot of help for managers, such as making visual kanban, analyzing operation transformation, and making user portraits. Through this whiteboard, team members can collaborate, share their own task progress, quickly integrate ideas among team members, break through space barriers, and make communication results more effective. This is a very universal software tool. Main functions of the BoardMix BOSS whiteboard: based on the cloud, you don't need to download the App before using it, and you can use it online by opening the web version. It supports creative elements such as hand-drawing and multimedia, and has rich management templates to help teams monitor and manage project activities, define goals and grasp the progress of activities. Maps do not limit the number of nodes, and high-definition watermark-free pictures can be downloaded for free; Compatible with PPT, PDF, Word and other mainstream formats. Support access to third-party voice/video conferencing software such as Tencent Conference, Flying Book Conference, Nail Conference, Zoom, Eye, and Enterprise WeChat. Remote office teams can communicate in real time. It has the functions of timer and comment interaction, which can improve the sense of participation in online meetings. Share links and enjoy brainstorming documents with one click. Built-in massive chart template, suitable for all kinds of work scenes, to meet the needs of efficient office.