Catalog marketers love to look at "RFM" segmentation (recency, frequency, monetary). Online marketers seem to gravitate to new/existing users/buyers. Both are examples of segmentation, the process of grouping customers together on the basis of past purchase or visitation activity.
Online marketers typically segment customers for the purpose of analyzing conversion rates. The industry is too new to have evolved to a point where segmentation is used to predict the future on a widespread basis.
Catalog marketers segment customers to analyze performance of catalog mailings. Catalog marketers developed clever ways to segment customers in ways that allow them to derive additional intelligence. For instance, the concept of "current season" or "current quarter" segmentation schemes allow the marketer to measure the percentage of customers who purchased across each segment.
Those of us who practice Multichannel Forensics segment customers for the sole purpose of visualizing the future. Based on what customers did in the past, we want to see how our business will evolve over the next five years.
The Web Analytics community has the biggest opportunity to embrace Multichannel Forensics. We clearly need better visibility into how different website users are likely to evolve in the future. Going forward, we're likely to see more segmentation of online visitors using Multichannel Forensics. In particular, we'll segment Google visitors apart from other search engines and customers who visit the site on their own, measuring the long-term impact of Google on our business.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
Borrowing From Others
In football, pro teams liberally borrow from colleges, and colleges happily borrow from high schools. Read this article for details (clic...


-
Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
-
You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...
-
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...

No comments:
Post a Comment