Research proves that a contact's past transactions with an organization indicate the likelihood of future responses. The more money a contact spends with an organization and the greater the frequency of the transactions, the more likely the contact will respond to future campaigns.
Use RFM Analytics with Segmentation to rank and organize your contacts and prospects into specific groups according to the relative recency, frequency, and monetary value (RFM) scores of their transactions. RFM Analytics gives you the ability to:
■ Rank and organize your contacts into specific groups
■ Record a contact's first, last, and highest transaction amounts and the dates of the first and last communication
■ Generate segments that divide the population into categories based on RFM criteria
■ Create groups, such as quintiles, that reflect the relative ranking of customers according to all RFM measurements
All statistics can be calculated for the source code, solicitation, appeal and/or campaign to provide the amount of summarization your organization requires. The available statistics include:
■ Response rate
■ Average, highest, and lowest transaction amount
■ Dates of first response and last response
■ Costs (actual cost, cost per thousand, estimated cost, overhead cost, total cost)
■ Revenue (total revenue, net revenue, revenue per thousand, ROI)