Deliver email marketing campaigns that resonate with your audience. Using the data that you already collect – purchase behavior, website behavior, email interaction – Autotarget compiles and analyzes these data on a periodic (nightly, weekly) basis to sort and categorize each of your customers into one of 125 distinct subgroups.
Automatically Predict User Behavior Through Best Practices
Autotarget uses Recency, Frequency, Monetary Analysis to predict future interactions of your customers and contact lists. Each night, your customer database is analyzed and re-categorized based on that day’s activities: a click in an email, a website visit, a product purchase,, a social share or other meaningful interactions as defined by your business needs.
RFM Basics: Analyzing Customer Behavior
RFM is the mathematical basis for the marketer’s intuition about customer involvement. Recency (R) acts as the primary indicator of engagement. The more recently customers interacted with your brand, the more likely they are to do so again. Frequency (F) is the second indicator. Customers who often interact with your brand are more likely to do so in the future. Finally, monetary (M) value is the third factor. Customers who spend more with you are more likely to spend again in the future.
How Autotarget Works
After grouping your customers into personas, Autotarget graphically displays each of the 125 RFM cells and their sizes. The marketer can now inspect and analyze the RFM graph to identify groups of personas to target with different messaging. Customers who are in the RFM cells with the highest value are your most engaged. Cells with lower RFM values are relatively unengaged. To re-engage no longer active customers, the marketer with Autotarget can quickly create a list of the relatively unengaged segment (e.g. not opening email, not clicking, not purchasing) and target that segment with a personally relevant campaign.
Personalized Email Campaigns
Connecting customer behavior with demographic data, Autotarget segments can be further refined using the iMM’s dynamic list functionality. The customer attributes drive the personalization of a campaign or offer using the iPost Template Language (iTL). Liberated from the technical details, the marketer can focus on the content and creative aspects of interactive campaigns that resonate with customers wherever they are: email, social, mobile, web.