{"id":49931,"date":"2021-11-11T12:42:44","date_gmt":"2021-11-11T04:42:44","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=49931"},"modified":"2022-04-15T09:50:19","modified_gmt":"2022-04-15T01:50:19","slug":"%e6%9c%b1%e6%99%b6%e8%a3%95%ef%bc%9a%e5%b7%a7%e7%94%a8rfm%e6%a8%a1%e5%9e%8b%e6%90%9e%e5%ae%9a%e5%ae%a2%e6%88%b7%e7%be%a4%e4%bd%93%e5%88%86%e5%b1%82","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/quan\/49931.html","title":{"rendered":"\u6731\u6676\u88d5\uff1a\u5de7\u7528RFM\u6a21\u578b\u641e\u5b9a\u5ba2\u6237\u7fa4\u4f53\u5206\u5c42"},"content":{"rendered":"\n<p>\u968f\u7740\u6d41\u91cf\u6210\u672c\u8d8a\u6765\u8d8a\u9ad8\uff0c\u201c\u7cbe\u7ec6\u5316\u8fd0\u8425\u201d\u8bb8\u662f\u7834\u5c40\u4e4b\u9053\u3002\u5e02\u573a\u7ade\u4e89\u8005\u7684\u589e\u52a0\uff0c\u5c45\u9ad8\u4e0d\u4e0b\u7684\u5a92\u4ecb\u8d2d\u4e70\u6210\u672c\uff0c\u8bb8\u591a\u54c1\u724c\u53d7\u56f0\u4e8e\u6d41\u91cf\u7ea2\u6d77\u548c\u201c\u5185\u5377\u201d\u3002\u5927\u6570\u636e\u65f6\u4ee3\u7684\u5230\u6765\uff0c\u4e3a\u5e7f\u5927\u8425\u9500\u4eba\u63d0\u4f9b\u4e86\u66f4\u591a\u901a\u8fc7\u4e00\u4e9b\u65b9\u5f0f\u548c\u6280\u672f\u7684\u624b\u6bb5\u83b7\u5f97\u9ad8\u8d28\u91cf\uff0c\u4f4e\u6210\u672c\u6d41\u91cf\u7684\u7a7a\u95f4\uff0c\u8425\u9500\u81ea\u52a8\u5316 \uff08Marketing Automation\uff09\u5c31\u662f\u5176\u4e2d\u4e00\u79cd\u5f88\u91cd\u8981\u7684\u624b\u6bb5\u3002<\/p>\n\n\n\n<p>\u8425\u9500\u81ea\u52a8\u5316\u6307\u7684\u662f\u57fa\u4e8e\u5927\u6570\u636e\u7684\u7528\u4e8e\u6267\u884c\u3001\u7ba1\u7406\u548c\u81ea\u52a8\u5b8c\u6210\u8425\u9500\u4efb\u52a1\u548c\u6d41\u7a0b\u7684\u4e91\u7aef\u7684\u4e00\u79cd\u8f6f\u4ef6\u3002\u8fd9\u79cd\u8f6f\u4ef6\u6539\u53d8\u4e86\u4eba\u5de5\u64cd\u4f5c\u91cd\u590d\u6027\u5e02\u573a\u8425\u9500\u6d41\u7a0b\uff0c\u53d6\u800c\u4ee3\u4e4b\u7684\u662f\u4e3a\u7279\u5b9a\u76ee\u7684\u5efa\u7acb\u7684\u7528\u4ee5\u9762\u5411\u6027\u80fd\u5e94\u7528\u8f6f\u4ef6\u3002<\/p>\n\n\n\n<p>\u4e00\u822c\u8bb2\u5230\u8425\u9500\u81ea\u52a8\u5316\uff0c\u5c31\u4f1a\u548cSAAS\u8f6f\u4ef6\u8054\u7cfb\u8d77\u6765\u3002\u5e02\u573a\u4e0a\u8033\u719f\u80fd\u8be6\u7684\u6709Adobe\u7684Marketo\uff0cAdobe Campaign\uff0cOracle\u7684Eloqua, Sales force\u7684Pardot\uff0c\u8fd8\u6709\u672c\u571f\u7684\u4e00\u4e9b\u8f6f\u4ef6\u5982Convertlab\u7b49\u7b49\uff0c\u4f46\u4e0e\u5176\u8bf4\u5b83\u662f\u4e00\u79cd\u8f6f\u4ef6\uff0c\u4e0d\u5982\u8bf4\u5b83\u662f\u4e00\u79cd\u57fa\u4e8e\u8f6f\u4ef6\u7684\u65b0\u578b\u7cbe\u7ec6\u5316\u7684\u6570\u5b57\u8425\u9500\u65b9\u5f0f\u3002\u5b83\u89e3\u51b3\u7684\u662f\u8425\u9500\u76ee\u6807\uff0c\u8425\u9500\u53d7\u4f17\u548c\u8425\u9500\u6548\u7387\u7684\u95ee\u9898\u3002<\/p>\n\n\n\n<p>\u65e2\u7136\u662f\u901a\u8fc7\u8425\u9500\u81ea\u52a8\u5316\u7684\u65b9\u5f0f\u505a\u7cbe\u7ec6\u5316\u7684\u7528\u6237\u8fd0\u8425\uff0c\u90a3\u4e48<strong>\u5ba2\u6237\u7fa4\u4f53\u7684\u5206\u5c42<\/strong>\u5c31\u6784\u6210\u4e86\u6240\u6709\u6761\u4ef6\u4e2d\u7684\u5173\u952e\u8981\u7d20\u3002\u4f60\u628a\u5ba2\u6237\u5206\u6210\u591a\u5c11\u4e2a\u7c7b\u522b\uff0c\u6bcf\u4e2a\u5ba2\u6237\u7c7b\u522b\u505a\u8425\u9500\u7684\u76ee\u7684\u662f\u4ec0\u4e48\uff1f\u60f3\u8981\u8fbe\u5230\u4ec0\u4e48\u6837\u7684\u7ed3\u679c\uff1f\u7136\u540e\u624d\u662f\u901a\u8fc7\u4ec0\u4e48\u6837\u7684\u65b9\u5f0f\u53bb\u89e6\u8fbe\u5ba2\u6237\u5e76\u5b8c\u6210\u4f60\u7684\u8425\u9500\u76ee\u6807\u3002<\/p>\n\n\n\n<p>\u90a3\u4e48\uff0c\u95ee\u9898\u5c31\u6765\u4e86\uff0c\u5ba2\u6237\u7fa4\u4f53\u5982\u4f55\u5212\u5206\uff1f\u6709\u6ca1\u6709\u4ec0\u4e48\u6807\u51c6\u534f\u52a9\u5b8c\u6210\u5ba2\u6237\u7684\u5206\u7c7b\uff1f\u662f\u6309\u7167\u5ba2\u6237\u9700\u6c42\u5206\uff0c\u8fd8\u662f\u5ba2\u6237\u6240\u5904\u7684\u9636\u6bb5\u5206\uff0c\u6291\u6216\u662f\u6839\u636e\u5ba2\u6237\u672c\u8eab\u5c5e\u6027\u7684\u4e0d\u540c\u5212\u5206\uff1f<\/p>\n\n\n\n<p>\u6839\u636e\u4f60\u7684\u8425\u9500\u76ee\u6807\uff0c\u8fd8\u6709\u4f60\u7684\u5ba2\u6237\u7fa4\u4f53\u7684\u7279\u6027\uff0c\u5e76\u6ca1\u6709\u7edf\u4e00\u7684\u7b54\u6848\uff0c\u4eca\u5929\u4e3a\u5927\u5bb6\u4ecb\u7ecd\u7684\u662f\u4e00\u79cd\u4ee5\u201c<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/rfm\" title=\"RFM\" target=\"_blank\">RFM<\/a><\/span>\u201d\u4e3a\u57fa\u7840\u7684\u8425\u9500\u81ea\u52a8\u5316\u65b9\u5f0f\u3002<\/p>\n\n\n\n<p><strong>RFM,\u5373Recency,Frequency,Monetary,\u5206\u522b\u4ee3\u8868<\/strong><\/p>\n\n\n\n<p><strong>\u6700\u8fd1\u4e00\u6b21\u6d88\u8d39&nbsp;(Recency)<\/strong><\/p>\n\n\n\n<p>\u6700\u8fd1\u4e00\u6b21\u6d88\u8d39\u610f\u6307\u4e0a\u4e00\u6b21\u8d2d\u4e70\u7684\u65f6\u5019\u2014\u2014\u987e\u5ba2\u4e0a\u4e00\u6b21\u662f\u51e0\u65f6\u6765\u5e97\u91cc\u3001\u4ec0\u4e48\u65f6\u5019\u4e70\u7684\u8f66\uff0c\u6216\u5728\u4f60\u7684\u8d85\u5e02\u4e70\u65e9\u9910\u6700\u8fd1\u7684\u4e00\u6b21\u662f\u4ec0\u4e48\u65f6\u5019\u3002<\/p>\n\n\n\n<p><strong>\u6d88\u8d39\u9891\u7387&nbsp;(Frequency)<\/strong><\/p>\n\n\n\n<p>\u6d88\u8d39\u9891\u7387\u662f\u987e\u5ba2\u5728\u9650\u5b9a\u7684\u671f\u95f4\u5185\u6240\u8d2d\u4e70\u7684\u6b21\u6570\u3002<\/p>\n\n\n\n<p><strong>\u6d88\u8d39\u91d1\u989d&nbsp;(Monetary)<\/strong><\/p>\n\n\n\n<p>\u6307\u7684\u662f\u4e00\u6bb5\u65f6\u95f4\uff08\u901a\u5e38\u662f1\u5e74\uff09\u5185\u7684\u6d88\u8d39\u91d1\u989d\uff0c\u5f88\u597d\u7406\u89e3\u3002<\/p>\n\n\n\n<p>\u8fd9\u4e09\u8005\u4e4b\u95f4\u6709\u4e00\u4e2a\u5171\u540c\u7684\u7279\u70b9\uff0c\u5c31\u662f\u90fd\u5c5e\u4e8e\u5ba2\u6237\u7684\u8d2d\u4e70\u884c\u4e3a\uff0c\u662f\u5ba2\u6237\u6570\u636e\u7684\u6838\u5fc3\u7c7b\u522b\u4e4b\u4e00\uff0c\u8fd8\u6709\u4e24\u79cd\u6838\u5fc3\u7c7b\u522b\u5206\u522b\u662f\u5ba2\u6237\u57fa\u672c\u4fe1\u606f\uff08\u901a\u5e38\u4e5f\u662f\u7559\u8d44\u6570\u636e\uff09\uff0c\u4ee5\u53ca\u5ba2\u6237\u7684\u4ea4\u4e92\u884c\u4e3a\u6570\u636e\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1077\" height=\"532\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/11\/image-8.jpg\" alt=\"\" class=\"wp-image-49932\"\/><\/figure>\n\n\n\n<p>\u6ce8\u610f\uff0c\u8fd9\u4e2a\u5206\u7c7b\u7684\u524d\u63d0\u662f\u4f60\u901a\u8fc7\u4e4b\u524d\u65e0\u6570\u6b21\u7684\u8425\u9500\u884c\u4e3a\u5df2\u7ecf\u79ef\u7d2f\u4e00\u5b9a\u7684\u5ba2\u6237\u6570\u636e\uff0c\u540c\u65f6\u53cd\u5411\u4ece\u6700\u540e\u8f6c\u5316\u7684\u6e20\u9053\u5982\u7ebf\u4e0b\u9500\u552e\uff0c\u96f6\u552e\u95e8\u5e97\u4ee5\u53ca\u7535\u5546\u5e73\u53f0\u6536\u96c6\u5230\u4e86\u8fd9\u4e9b\u5ba2\u6237\u8d2d\u4e70\u884c\u4e3a\u6570\u636e\u3002\u867d\u7136\u7528\u8fd9\u79cd\u65b9\u5f0f\u53bb\u5bf9\u7528\u6237\u8fdb\u884c\u5206\u7c7b\u6709\u4e00\u5b9a\u7684\u95e8\u69db\uff0c\u8981\u6c42\u524d\u671f\u6d3b\u52a8\u7684\u6570\u636e\u79ef\u7d2f\uff0c\u4f46\u662f\u5b83\u4e5f\u662f\u6bd4\u8f83\u76f4\u89c2\uff0c\u884c\u4e4b\u6709\u6548\uff0c\u4e5f\u662f\u6700\u4e3a\u88ab\u5e7f\u6cdb\u4f7f\u7528\u7684\u4e00\u79cd\u6a21\u578b\u3002<\/p>\n\n\n\n<p><strong>\u90a3\u4e48\u6839\u636eRFM\uff0c\u53c8\u53ef\u4ee5\u5206\u4e3a\u54ea\u51e0\u79cd\u4e0d\u540c\u7684\u5ba2\u6237\u7fa4\u4f53\u5462\uff1f<\/strong><\/p>\n\n\n\n<p>\u65e2\u7136\u6709\u4e09\u4e2a\u7ef4\u5ea6\uff0c\u90a3\u4e48\u5c31\u53ef\u4ee5\u5f97\u51fa\u4e0d\u540c\u76848\u4e2a\u6392\u5217\u7ec4\u5408\uff0c\u4e5f\u5c31\u662f8\u7ec4\u5ba2\u6237\uff0c\u5177\u4f53\u662f\u54ea\u516b\u7ec4\u5ba2\u6237\uff0c\u8fd9\u4e2a\u5927\u5bb6\u767e\u5ea6\u641c\u7d22\u4e00\u4e0b\u5c31\u53ef\u4ee5\u77e5\u9053\uff0c\u8fd9\u91cc\u4e0d\u7ec6\u8bf4\uff0c\u6bd4\u5982R\u503c\uff0cF\u503c\uff0cM\u503c\u90fd\u9ad8\u7684\uff0c\u90a3\u4e48\u5c31\u662f\u91cd\u8981\u4ef7\u503c\u5ba2\u6237\uff0c \u6700\u8fd1\u6d88\u8d39\u65f6\u95f4\u8fd1\u3001\u6d88\u8d39\u9891\u6b21\u548c\u6d88\u8d39\u91d1\u989d\u90fd\u5f88\u9ad8\uff0c\u5fc5\u987b\u662fVIP\u5ba2\u6237\u3002<\/p>\n\n\n\n<p>\u5982\u679c\u8fdb\u4e00\u6b65\u7b80\u5316\u4e0b\uff0c\u5bf9\u8fd9F\u548cM\u8fd9\u4e24\u4e2a\u7ef4\u5ea6\u6700\u4e3b\u8981\u5212\u5206\uff0c\u90a3\u4e48\u53ef\u4ee5\u7b80\u5316\u4e3a\u4ee5\u4e0b5\u7c7b\u5ba2\u6237<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"704\" height=\"501\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/11\/image-16.png\" alt=\"\" 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