Select, score, segment, and send model
The select, score, segment, and send model provides maximum analytical targeting of marketing efforts such as:
- Defining and tracking metrics
- Creating a learning cycle to refine campaigns
This is the process that supports the select, score, segment, and send model:
In RFM Analytics
- Write the RFM population query that defines everyone who will receive the marketing effort.
- Write the RFM transaction query that defines which transactions will be ranked by RFM.
- Create the RFM process engine for ranking records. Attach the population and transaction queries to the process engine and choose automatic or manual ranking.
- Run RFM Analytics.
- Write queries against the RFM results that define the individual R-F-M combinations.
In Segmentation
- Create the job.
- Create the segments (one for each combination of RFM rank).
- Populate the segments.
In Campaign Management
- Create the process engines that will build the output methods.
- Create the inserts and attach process engines where applicable.
- Set up the campaign hierarchy, assigning one source code per segment.
- Attach the segments/inserts to the source codes.
- Generate the output.