{"id":5095,"date":"2018-03-26T17:29:37","date_gmt":"2018-03-26T15:29:37","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=5095"},"modified":"2020-07-23T13:23:37","modified_gmt":"2020-07-23T11:23:37","slug":"rfm-analyza-zakazniku","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/rfm-analyza-zakazniku\/","title":{"rendered":"RFM: Anal\u00fdza z\u00e1kazn\u00edk\u016f v&nbsp;kostce"},"content":{"rendered":"<div id=\"fb-root\"><\/div>\n<p>RFM anal\u00fdza je jednoduch\u00fd zp\u016fsob segmentace z\u00e1kazn\u00edk\u016f, umo\u017e\u0148uj\u00edc\u00ed zlep\u0161it c\u00edlen\u00ed kampan\u00ed, sn\u00ed\u017eit n\u00e1klady a&nbsp;zv\u00fd\u0161it n\u00e1vratnost. Zn\u00e1te sv\u00e9 nejv\u011brn\u011bj\u0161\u00ed z\u00e1kazn\u00edky, anebo naopak ty ztracen\u00e9, kter\u00fdm nemus\u00edte zbyte\u010dn\u011b v\u011bnovat rozpo\u010dty? Pod\u00edvejte se, jak anal\u00fdzu pou\u017e\u00edv\u00e1me my.<br>\n<!--more--><\/p>\n<p>Koncept <a href=\"https:\/\/en.wikipedia.org\/wiki\/RFM_(customer_value)\" target=\"_blank\" rel=\"noopener noreferrer\">RFM<\/a> segmentace z\u00e1kazn\u00edk\u016f podle toho, jak ned\u00e1vno nakoupili (<strong>R<\/strong>ecency), jak \u010dasto nakupuj\u00ed (<strong>F<\/strong>requency) a&nbsp;kolik utratili (<strong>M<\/strong>onetary value), byl p\u0159edstaven v&nbsp;roce 1995 Bultem a&nbsp;Wansbeekem. Pou\u017e\u00edval se tehdy pro prodejce katalog\u016f za \u00fa\u010delem minimalizovat n\u00e1klady na&nbsp;tisk a&nbsp;dopravu, ale z\u00e1rove\u0148 maximalizovat zisk.<\/p>\n<p>D\u00edky n\u00e1stupu digit\u00e1ln\u00edch technologi\u00ed se zna\u010dn\u011b usnadnilo samotn\u00e9 proveden\u00ed anal\u00fdzy. Robert Blattberg v&nbsp;roce 2008 prok\u00e1zal jej\u00ed efektivitu v&nbsp;praxi, a&nbsp;\u0159ada dal\u0161\u00edch akademick\u00fdch studi\u00ed rovn\u011b\u017e potvrdila, \u017ee&nbsp;RFM <strong>dok\u00e1\u017ee sn\u00ed\u017eit marketingov\u00e9 n\u00e1klady a&nbsp;zvy\u0161uje n\u00e1vratnost<\/strong>.<\/p>\n<h3><\/h3>\n<h3>P\u0159\u00edklady fungov\u00e1n\u00ed RFM z&nbsp;praxe<\/h3>\n<ul>\n<li>Eastwood zv\u00fd\u0161il zisky z&nbsp;e-mailov\u00e9ho marketingu o&nbsp;21&nbsp;%<\/li>\n<li>L\u2019Occitane z\u00edskali 25kr\u00e1t vy\u0161\u0161\u00ed v\u00fdnos z&nbsp;e-mailu<\/li>\n<li>Frederick\u2019s of Hollywood zv\u00fd\u0161il konverze o&nbsp;6-9&nbsp;%<\/li>\n<\/ul>\n<p>V\u00edce na&nbsp;<a href=\"http:\/\/files.www.windsorcircle.com\/RFM-Analysis\/Windsor_Circle_Whitepaper_-_RFM_Analysis_pdf.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Winsdor Cicle whitepaper<\/a>&nbsp;s&nbsp;konkr\u00e9tn\u00edmi p\u0159\u00edklady.<\/p>\n<h3>RFM anal\u00fdza odpov\u00edd\u00e1 na&nbsp;tyto ot\u00e1zky<\/h3>\n<p>Pro\u010d d\u011blat RFM anal\u00fdzu? M\u016f\u017ee v\u00e1m zodpov\u011bd\u011bt zaj\u00edmav\u00e9 ot\u00e1zky, kter\u00e9 si kladete nebo byste si je ur\u010dit\u011b kl\u00e1st&nbsp;m\u011bli:<\/p>\n<ul>\n<li>Kdo jsou moji <strong>nejlep\u0161\u00ed z\u00e1kazn\u00edci<\/strong>?<\/li>\n<li>Kte\u0159\u00ed z\u00e1kazn\u00edci jsou na&nbsp;hran\u011b odchodu?<\/li>\n<li><strong>Kdo m\u00e1 potenci\u00e1l<\/strong> b\u00fdt ziskov\u011bj\u0161\u00edm z\u00e1kazn\u00edkem?<\/li>\n<li>Kdo jsou ztracen\u00ed z\u00e1kazn\u00edci, kter\u00fdm nemus\u00edm v\u011bnovat velkou pozornost?<\/li>\n<li>O kter\u00e9 z\u00e1kazn\u00edky nesm\u00edm p\u0159ij\u00edt?<\/li>\n<li>Kdo jsou moj\u00ed <strong>v\u011brn\u00ed z\u00e1kazn\u00edci<\/strong>?<\/li>\n<li>Kter\u00e1 skupina z\u00e1kazn\u00edk\u016f s&nbsp;nejv\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed zareaguje na&nbsp;mou aktu\u00e1ln\u00ed kampa\u0148?<\/li>\n<\/ul>\n<p>J\u00e1drem RFM modelu je princip Paretova pravidla. Fokus na&nbsp;kritick\u00e9 segmenty z\u00e1kazn\u00edk\u016f n\u00e1m pravd\u011bpodobn\u011b poskytne mnohem vy\u0161\u0161\u00ed n\u00e1vratnost investic.<\/p>\n<h3><strong>Vypozorovan\u00e9 chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f<\/strong><\/h3>\n<ul>\n<li>U z\u00e1kazn\u00edk\u016f, kte\u0159\u00ed&nbsp;<strong>jednou nakoupili<\/strong>, je pravd\u011bpodobn\u011bj\u0161\u00ed, \u017ee&nbsp;<strong>nakoup\u00ed znovu<\/strong>.<\/li>\n<li>Z\u00e1kazn\u00edci, co&nbsp;<strong>nakoupili za velk\u00e9 \u010d\u00e1stky<\/strong>, pravd\u011bpodobn\u011bji <strong>zopakuj\u00ed<\/strong> sv\u016fj&nbsp;n\u00e1kup.<\/li>\n<li>Z\u00e1kazn\u00edci, kte\u0159\u00ed <strong>nakupovali \u010dast\u011bji<\/strong>, s&nbsp;v\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed <strong>nakoup\u00ed znovu<\/strong>.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/03\/Untitled-design-4.png\"><img srcset=\"https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/03\/Untitled-design-4-150x150.png 150w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/03\/Untitled-design-4-300x139.png 300w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/03\/Untitled-design-4-1024x476.png 1024w, https:\/\/igloonet.cz\/blog\/wp-content\/uploads\/2018\/03\/Untitled-design-4.png 1600w\" sizes=\"(min-width: 1024px) 1600px, (min-width: 300px) 1024px, (min-width: 150px) 300px, 150px\" class=\"alignnone wp-image-5205 size-full\" alt=\"V\u00fdstup z RFM anal\u00fdzy\" width=\"1600\" height=\"743\"><\/a><\/p>\n<p><em>Rozd\u011blen\u00ed jednotliv\u00fdch segment\u016f - v\u00fdstup z&nbsp;igloonet RFM n\u00e1stroje<\/em><\/p>\n<h3>Jak\u00e9 segmenty v&nbsp;r\u00e1mci RFM identifikujeme?<\/h3>\n<table>\n<tbody>\n<tr style=\"background-color: #ff9409;\">\n<td>\n<h5><b>Segment z\u00e1kazn\u00edk\u016f&nbsp;<\/b><\/h5>\n<\/td>\n<td>\n<h5><b>Aktivita<\/b><\/h5>\n<\/td>\n<td>\n<h5><b>Tip na&nbsp;akci&nbsp;<\/b><\/h5>\n<\/td>\n<\/tr>\n<tr id=\"VIP\" style=\"background-color: white;\">\n<td>\n<div><em><strong>VIP<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Nakoupili v&nbsp;posledn\u00ed dob\u011b, nakupuj\u00ed \u010dasto a&nbsp;utr\u00e1cej\u00ed nejv\u00edce.<\/div>\n<\/td>\n<td>\n<div><strong>Odm\u011b\u0148te je<\/strong>. Mohou b\u00fdt brzy adopt\u00e9ry nov\u00fdch produkt\u016f. Ur\u010dit\u011b tak\u00e9 propaguj\u00ed va\u0161i zna\u010dku.<\/div>\n<\/td>\n<\/tr>\n<tr id=\"loajalni\">\n<td>\n<div><em><strong>Loaj\u00e1ln\u00ed z\u00e1kazn\u00edci<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Utr\u00e1cej\u00ed \u010dasto slu\u0161n\u00e9 pen\u00edze. Reaguj\u00ed na&nbsp;kampan\u011b.<\/div>\n<\/td>\n<td>\n<div><strong>Up-sell<\/strong> produkt\u016f vy\u0161\u0161\u00ed hodnoty. Po\u017e\u00e1dejte je o&nbsp;recenze. Zapojte je.<\/div>\n<\/td>\n<\/tr>\n<tr id=\"potencionalni-loajalni\" style=\"background-color: white;\">\n<td>\n<div><em><strong>Potenci\u00e1ln\u00ed loaj\u00e1ln\u00ed<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Ned\u00e1vn\u00ed z\u00e1kazn\u00edci, co utratili slu\u0161n\u00e9 pen\u00edze a&nbsp;nakoupili v\u00edce ne\u017e jednou.<\/div>\n<\/td>\n<td>\n<div>Nab\u00eddka registrace\/\u010dlenstv\u00ed ve&nbsp;<strong>v\u011brnostn\u00edm programu<\/strong>. Doporu\u010dov\u00e1n\u00ed dal\u0161\u00edch produkt\u016f.<\/div>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<div><em><strong>Nov\u00ed z\u00e1kazn\u00edci<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Nakoupili ned\u00e1vno, ale nekupuj\u00ed \u010dasto.<\/div>\n<\/td>\n<td>\n<div>Poskytnout <strong>onboarding support<\/strong>. D\u00e1t informace do&nbsp;za\u010d\u00e1tku. Za\u010d\u00edt budovat vztah.<\/div>\n<\/td>\n<\/tr>\n<tr style=\"background-color: white;\">\n<td>\n<div><strong><em>Slibn\u00ed<\/em><\/strong><\/div>\n<\/td>\n<td>\n<div>Nejnov\u011bj\u0161\u00ed z\u00e1kazn\u00edci, kte\u0159\u00ed moc neutratili.<\/div>\n<\/td>\n<td>\n<div>Vytvo\u0159te pov\u011bdom\u00ed o&nbsp;zna\u010dce. Nab\u00eddn\u011bte <strong>n\u011bco zdarma<\/strong>.<\/div>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<div><em><strong>Z\u00e1kazn\u00edci, kte\u0159\u00ed pot\u0159ebuj\u00ed pozornost<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Nadpr\u016fm\u011brn\u00e1 aktu\u00e1lnost, frekvence i&nbsp;pen\u011b\u017en\u00ed hodnota, ale nakoupili ji\u017e p\u0159ed del\u0161\u00ed&nbsp;dobou.<\/div>\n<\/td>\n<td>\n<div>Poskytn\u011bte \u010dasov\u011b omezen\u00e9 nab\u00eddky, doporu\u010dujte na&nbsp;z\u00e1klad\u011b p\u0159edchoz\u00edch n\u00e1kup\u016f. <strong>Reaktivujte<\/strong>.<\/div>\n<\/td>\n<\/tr>\n<tr style=\"background-color: white;\">\n<td>\n<div><em><strong>Sp\u00edc\u00ed<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Pod pr\u016fm\u011brnou aktu\u00e1lnost\u00ed, frekvenc\u00ed i&nbsp;pen\u011b\u017en\u00ed hodnotou. Ztrat\u00edme je, pokud nebudou znovu aktivov\u00e1ni.<\/div>\n<\/td>\n<td>\n<div>Sd\u00edlejte cenn\u00e9 zdroje\/know-how, doporu\u010dujte obl\u00edben\u00e9 produkty nebo zlev\u0148ujte. <strong>Znovu je oslovte<\/strong>.<\/div>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<div><em><strong>V riziku<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Utratili hodn\u011b pen\u011bz a&nbsp;nakupovali \u010dasto. Pot\u0159ebujeme je vr\u00e1tit zp\u011bt!<\/div>\n<\/td>\n<td>\n<div>Pos\u00edlejte <strong>personalizovan\u00e9 e-maily<\/strong>, abyste se znovu spojili. Nab\u00eddn\u011bte slevu. Sd\u00edlejte d\u016fle\u017eit\u00e9 zdroje a&nbsp;know-how.<\/div>\n<\/td>\n<\/tr>\n<tr id=\"neztratteje\" style=\"background-color: white;\">\n<td>\n<div><em><strong>Neztra\u0165te je!<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Nakupovali \u010dasto a&nbsp;m\u011bli nejv\u011bt\u0161\u00ed \u00fatraty, ale dlouho se nevr\u00e1tili.<\/div>\n<\/td>\n<td>\n<div>Z\u00edskejte si je slevou nebo nov\u011bj\u0161\u00edm produktem. <strong>Nenechte je odej\u00edt<\/strong> ke&nbsp;konkurenci. Promluvte si s&nbsp;nimi. Z\u00edskejte zp\u011btnou vazbu.<\/div>\n<\/td>\n<\/tr>\n<tr id=\"hibernace\">\n<td>\n<div><em><strong>Hibernace<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Posledn\u00ed n\u00e1kup byl d\u00e1vno v&nbsp;minulosti, nakupovali za m\u00e1lo a&nbsp;z\u0159\u00eddka.<\/div>\n<\/td>\n<td>\n<div>Nab\u00eddn\u011bte dal\u0161\u00ed <strong>relevantn\u00ed produkty<\/strong> a&nbsp;speci\u00e1ln\u00ed slevy. Zvy\u0161te hodnotu va\u0161\u00ed zna\u010dky.<\/div>\n<\/td>\n<\/tr>\n<tr style=\"background-color: white;\">\n<td>\n<div><em><strong>Ztracen\u00ed<\/strong><\/em><\/div>\n<\/td>\n<td>\n<div>Nejmen\u0161\u00ed aktu\u00e1lnost, frekvence a&nbsp;pen\u011b\u017en\u00ed hodnota.<\/div>\n<\/td>\n<td>\n<div>Vyzkou\u0161ejte <strong>reaktiva\u010dn\u00ed kampa\u0148<\/strong>. Pokud nebudou reagovat, zapome\u0148te na&nbsp;n\u011b! Vy\u0159a\u010fte je z&nbsp;rozes\u00edlek.<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<h2>Jak\u00e9 jsou mo\u017enosti vyu\u017eit\u00ed RFM Anal\u00fdzy?<\/h2>\n<h3>RFM pro lep\u0161\u00ed e-mail marketing<\/h3>\n<p>Vych\u00e1zejte z&nbsp;RFM p\u0159i vytv\u00e1\u0159en\u00ed segmentovan\u00fdch seznam\u016f ve&nbsp;va\u0161em e-mailov\u00e9m n\u00e1stroji. Pot\u00e9 spus\u0165te automatick\u00e9 kampan\u011b na&nbsp;ka\u017ed\u00fd segment. V&nbsp;ide\u00e1ln\u00edm p\u0159\u00edpad\u011b automatizujte a&nbsp;sledujte pohyb mezi seznamy. D\u00e1le m\u016f\u017eete segmentovat na&nbsp;z\u00e1klad\u011b otev\u0159en\u00ed e-mailu, proklik\u016f a&nbsp;zakoupen\u00fdch produkt\u016f. Z\u00edsk\u00e1te t\u00edm velmi p\u0159esn\u011b c\u00edlen\u00e9 kampan\u011b na&nbsp;vysoce relevantn\u00ed skupiny u\u017eivatel\u016f a&nbsp;rapidn\u011b t\u00edm zlep\u0161\u00edte v\u00fdsledky.<\/p>\n<h3><\/h3>\n<h3>RFM pro zvy\u0161ov\u00e1n\u00ed Customer Lifetime Value (CLV)<\/h3>\n<p>To, kolik z\u00e1kazn\u00edk utrat\u00ed za sv\u016fj \u017eivotn\u00ed cyklus, z\u00e1vis\u00ed na&nbsp;mnoha faktorech. RFM anal\u00fdzou m\u016f\u017eeme zjistit potenci\u00e1ln\u00ed probl\u00e9my a&nbsp;podpo\u0159it n\u00e1kupn\u00ed chov\u00e1n\u00ed relevantn\u00edch u\u017eivatel\u016f.<\/p>\n<h4><strong>Tipy na&nbsp;zv\u00fd\u0161en\u00ed CLV<\/strong><\/h4>\n<ul>\n<li>sn\u00ed\u017eit odchod (churn) z\u00e1kazn\u00edk\u016f<\/li>\n<li>up-sell<\/li>\n<li>cross-sell<\/li>\n<li>zvy\u0161ovat v\u011brnost<\/li>\n<li>doporu\u010den\u00ed<\/li>\n<li>zv\u00fd\u0161it pr\u016fm\u011brnou objedn\u00e1vku<\/li>\n<\/ul>\n<h3>RFM pro spu\u0161t\u011bn\u00ed nov\u00fdch produkt\u016f<\/h3>\n<p>Propagace nov\u00fdch produkt\u016f v\u011brn\u00fdm z\u00e1kazn\u00edk\u016fm je skv\u011bl\u00fd zp\u016fsob, jak z\u00edskat okam\u017eitou zp\u011btnou vazbu. M\u016f\u017eete kontaktovat sv\u00e9<em>&nbsp;<a href=\"#VIP\"><strong>VIP<\/strong><\/a><\/em> a&nbsp;<a href=\"#loajalni\"><strong><em>Loaj\u00e1ln\u00ed z\u00e1kazn\u00edky<\/em><\/strong><\/a> je\u0161t\u011b p\u0159edt\u00edm, ne\u017e produkt vytvo\u0159\u00edte. Z\u00e1kazn\u00edci v\u00e1m mohou poradit, co skute\u010dn\u011b pot\u0159ebuj\u00ed, a&nbsp;\u0161\u00ed\u0159it produkt mez\u00ed sv\u00e9 soci\u00e1ln\u00ed okruhy.<\/p>\n<h3><\/h3>\n<h3>RFM k&nbsp;zv\u00fd\u0161en\u00ed loajality a&nbsp;engagementu<\/h3>\n<p>Pokud spust\u00edte v\u011brnostn\u00ed program, <a href=\"#potencionalni-loajalni\"><em><strong>Potenci\u00e1ln\u00ed loajalist\u00e9<\/strong><\/em><\/a> by m\u011bli b\u00fdt prvn\u00ed segment, na&nbsp;kter\u00fd se zam\u011b\u0159\u00edte. Chcete se p\u0159esv\u011bd\u010dit, \u017ee&nbsp;jejich po\u010d\u00e1te\u010dn\u00ed zku\u0161enost s&nbsp;produktem nebo slu\u017ebou je nezapomenuteln\u00e1. Pokud je oslovujete n\u011bkolika propaga\u010dn\u00edmi akcemi, je velmi pravd\u011bpodobn\u00e9, \u017ee&nbsp;nakoup\u00ed znovu. Sd\u00edlen\u00edm vzd\u011bl\u00e1vac\u00edho obsahu zase zvy\u0161ujete engagement s&nbsp;brandem.<\/p>\n<h3>RFM k&nbsp;sn\u00ed\u017een\u00ed odchodu z\u00e1kazn\u00edk\u016f<\/h3>\n<p>Segmenty v&nbsp;<a href=\"#neztratteje\"><em><strong>Neztra\u0165te je!<\/strong><\/em><\/a>&nbsp;a&nbsp;<a href=\"#hibernace\"><em><strong>Hibernace<\/strong><\/em><\/a>&nbsp;jsou p\u0159esn\u011b ty, kter\u00fdm je t\u0159eba v\u011bnovat speci\u00e1ln\u00ed pozornost. Zas\u00edl\u00e1n\u00edm personalizovan\u00fdch e-mail\u016f nebo vol\u00e1n\u00edm m\u016f\u017eete tyto z\u00e1kazn\u00edky z\u00edskat zp\u011bt. Zkuste nab\u00edzet opakovan\u00e9 n\u00e1kupy se slevou nebo spustit pr\u016fzkum, abyste p\u0159ede\u0161li jejich p\u0159\u00edpadn\u00e9mu odchodu ke&nbsp;konkurenci nebo k&nbsp;alternativn\u00edmu produktu.<\/p>\n<h3>RFM ke&nbsp;zvy\u0161ov\u00e1n\u00ed ROI<\/h3>\n<p>Soust\u0159ed\u011bn\u00ed se na&nbsp;segmenty sni\u017euje n\u00e1klady a&nbsp;zvy\u0161uje ROI. Nav\u00edc umo\u017e\u0148uje prov\u00e1d\u011bt experimenty a&nbsp;p\u0159ij\u00edmat lep\u0161\u00ed rozhodnut\u00ed na&nbsp;z\u00e1klad\u011b dat.<\/p>\n<h4><strong>Jak je k&nbsp;tomu RFM anal\u00fdza u\u017eite\u010dn\u00e1?<\/strong><\/h4>\n<ul>\n<li>lep\u0161\u00ed e-mail marketing<\/li>\n<li>vy\u0161\u0161\u00ed CLV<\/li>\n<li>\u00fasp\u011b\u0161n\u00e9 spu\u0161t\u011bn\u00ed nov\u00fdch produkt\u016f<\/li>\n<li>vy\u0161\u0161\u00ed engagement a&nbsp;loajalita<\/li>\n<li>ni\u017e\u0161\u00ed tr\u017en\u00ed&nbsp;cena<\/li>\n<li>v\u00fdkonn\u011bj\u0161\u00ed kampan\u011b<\/li>\n<li>\u00fasp\u011b\u0161n\u00fd remarketing<\/li>\n<li>porozum\u011bn\u00ed byznysu firmy<\/li>\n<li>sn\u00ed\u017een\u00ed n\u00e1klad\u016f kladen\u00edm d\u016frazu na&nbsp;d\u016fle\u017eit\u00e9 segmenty<\/li>\n<\/ul>\n<h3>RFM pro remarketing<\/h3>\n<p>S\u00edla RFM v&nbsp;kombinaci s&nbsp;remarketingem se schov\u00e1v\u00e1 v&nbsp;mo\u017enosti importovat segmenty do&nbsp;Facebookov\u00fdch publik nebo dal\u0161\u00edch reklamn\u00edch syst\u00e9m\u016f. D\u00edky tomu m\u016f\u017eete jednodu\u0161e c\u00edlit na&nbsp;nov\u00e9 \u010di slibn\u00e9 z\u00e1kazn\u00edky.<\/p>\n<h3><\/h3>\n<h3>Jak pochopit sv\u016fj byznys pomoc\u00ed RFM<\/h3>\n<p>V\u011bt\u0161ina firem pln\u011b nerozum\u00ed sv\u00fdm z\u00e1kazn\u00edk\u016fm; kv\u016fli \u010dasov\u00e9 \u010di finan\u010dn\u00ed n\u00e1ro\u010dnosti neanalyzuj\u00ed data. RFM anal\u00fdza je p\u0159itom rychl\u00e1 metoda k&nbsp;pochopen\u00ed jejich pot\u0159eb a&nbsp;chov\u00e1n\u00ed. Jeliko\u017e vych\u00e1z\u00ed ze skute\u010dn\u00e9 objedn\u00e1vkov\u00e9 historie, je nav\u00edc vysoce relevantn\u00ed. Sledov\u00e1n\u00ed jednotliv\u00fdch segment\u016f tak m\u016f\u017ee ovlivnit i&nbsp;pohled na&nbsp;vlastn\u00ed podnik\u00e1n\u00ed. D\u016fle\u017eit\u00e9 je kl\u00e1st si ty spr\u00e1vn\u00e9 ot\u00e1zky a&nbsp;segmenty porovn\u00e1vat. Otev\u0159ete si t\u00edm obrovsk\u00e9 mo\u017enosti r\u016fstu.<\/p>\n<h3><\/h3>\n<h3>Jak m\u016f\u017eete s&nbsp;v\u00fdstupem z&nbsp;RFM anal\u00fdzy pracovat?<\/h3>\n<ul>\n<li>M\u016f\u017eete poslat ru\u010dn\u011b psan\u00e9 pod\u011bkov\u00e1n\u00ed nejlep\u0161\u00edm z\u00e1kazn\u00edk\u016fm?<\/li>\n<li>Co kdy\u017e zas\u00edl\u00e1te slevov\u00e9 kup\u00f3ny lidem, kte\u0159\u00ed nakupuj\u00ed za&nbsp;m\u00e1lo?<\/li>\n<li>M\u016f\u017eete si dovolit ignorovat ztracen\u00e9 z\u00e1kazn\u00edky?<\/li>\n<li>Jak je m\u016f\u017eete vr\u00e1tit k&nbsp;obchodu?<\/li>\n<li>Co m\u016f\u017eete ud\u011blat jinak?<\/li>\n<\/ul>\n<p>M\u00e1te vlastn\u00ed zku\u0161enosti s&nbsp;RFM anal\u00fdzou? Pod\u011blte se o&nbsp;n\u011b i&nbsp;s&nbsp;v\u00fdsledky v&nbsp;koment\u00e1\u0159\u00edch. P\u0159\u00ed\u0161t\u011b se pod\u00edv\u00e1me na&nbsp;RFM a&nbsp;jeho pou\u017eit\u00ed v\u00edce do&nbsp;hloubky.<\/p>\n\n\t\t<script>var e = {type:\"double\", dml:\"82065\", fc1:\"302bca22f6711069\",fc2:\"e9a6c4607d6d04e7\", dt:\"13486\" , returnUrl:\"https:\/\/igloonet.cz\/blog\" , autosuggest:true, fromEmail:\"marketing@igloonet.cz\", fromName:\"igloonet \"};window.e4cj5jjg9=e;s=document.getElementsByTagName(\"script\")[0];qc=document.createElement(\"script\");qc.src=\"\/\/static.mailkit.eu\/_system\/subform.js\";qc.setAttribute(\"dvar\", \"e4cj5jjg9\");s.parentNode.insertBefore(qc,s);<\/script>\t\t\n\t\t<div class=\"mailkit_instance\">\n\t\t\t<form method=\"POST\" data-id=\"e4cj5jjg9\" class=\"newsletter-form\" id=\"newsletter-form\">\n\t\t\t    <div class=\"hr-wrap\"><hr><\/div>\n\t            <h2>Z\u016fsta\u0148te v&nbsp;obraze<\/h2>\n\t            <p>Nenechte si uj\u00edt dal\u0161\u00ed novinky a&nbsp;tipy. Zadejte sv\u016fj e-mail, a&nbsp;u\u017e v\u00e1m nic neunikne.<\/p>\n\t\t\t\t\n\t\t\t\t<div class=\"newsletter-form__email\">\n\t                <div class=\"newsletter-form__input-group\">\n\t                    <label for=\"first_name_inline\">K\u0159estn\u00ed jm\u00e9no<\/label><input type=\"text\" name=\"first_name\" id=\"first_name_inline\" value required>\n\t                <\/div>\n\t\t\t\t    \n\t\t\t\t    <div class=\"newsletter-form__input-group\">\n\t\t\t\t\t    <label for=\"email_inline\">E-mail<\/label><input type=\"text\" name=\"email\" id=\"email_inline\" value required>\n\t\t\t\t    <\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"mailkit_submit newsletter-form__button--wrapper\">\n\t\t\t\t    <button type=\"submit\" class=\"newsletter-form__button\" id=\"newsletter-form__button\">P\u0159ihl\u00e1sit<\/button>\n\t\t\t\t    <input type=\"hidden\" name=\"_do\" value=\"newsletterForm-submit\">\n\t\t\t\t<\/div>\n                                <div><br>Odesl\u00e1n\u00edm formul\u00e1\u0159e souhlas\u00edte se <a href=\"\/ochrana-osobnich-udaju\">zpracov\u00e1n\u00edm osobn\u00edch \u00fadaj\u016f<\/a>.<\/div>\n\t\t\t<\/form>\n\t\t<\/div>\n\t\t\n\t\t<div class=\"newsletter-form__alert\" id=\"newsletter-form__alert\">\n\t\t\tByl v\u00e1m odesl\u00e1n potvrzovac\u00ed e-mail.&nbsp;<\/div>\n\t\n","protected":false},"excerpt":{"rendered":"<p>RFM anal\u00fdza je jednoduch\u00fd zp\u016fsob segmentace z\u00e1kazn\u00edk\u016f, umo\u017e\u0148uj\u00edc\u00ed zlep\u0161it c\u00edlen\u00ed kampan\u00ed, sn\u00ed\u017eit n\u00e1klady a&nbsp;zv\u00fd\u0161it n\u00e1vratnost. Zn\u00e1te sv\u00e9 nejv\u011brn\u011bj\u0161\u00ed z\u00e1kazn\u00edky, anebo naopak ty ztracen\u00e9, kter\u00fdm nemus\u00edte zbyte\u010dn\u011b v\u011bnovat rozpo\u010dty? Pod\u00edvejte se, jak anal\u00fdzu pou\u017e\u00edv\u00e1me my.<\/p>\n","protected":false},"author":35,"featured_media":6753,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[74,198,200,199,193],"class_list":["post-5095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-analytika","tag-analyza-zakazniku","tag-e-mailing","tag-recency-frequency-monetary","tag-rfm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>RFM: Anal\u00fdza z\u00e1kazn\u00edk\u016f v kostce | igloonet blog<\/title>\n<meta name=\"description\" content=\"RFM anal\u00fdza je jednoduch\u00fd zp\u016fsob segmentace z\u00e1kazn\u00edk\u016f, umo\u017e\u0148uj\u00edc\u00ed zlep\u0161it c\u00edlen\u00ed kampan\u00ed a zv\u00fd\u0161it jejich n\u00e1vratnost. 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Zn\u00e1te sv\u00e9 nejv\u011brn\u011bj\u0161\u00ed z\u00e1kazn\u00edky, anebo naopak ty ztracen\u00e9, kter\u00fdm nemus\u00edte zbyte\u010dn\u011b v\u011bnovat rozpo\u010dty? 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Poznejte sv\u00e9 nejv\u011brn\u011bj\u0161\u00ed z\u00e1kazn\u00edky!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/igloonet.cz\/blog\/rfm-analyza-zakazniku\/","og_locale":"cs_CZ","og_type":"article","og_title":"RFM: Anal\u00fdza z\u00e1kazn\u00edk\u016f v kostce","og_description":"RFM anal\u00fdza je jednoduch\u00fd zp\u016fsob segmentace z\u00e1kazn\u00edk\u016f, umo\u017e\u0148uj\u00edc\u00ed zlep\u0161it c\u00edlen\u00ed kampan\u00ed, sn\u00ed\u017eit n\u00e1klady a zv\u00fd\u0161it n\u00e1vratnost. Zn\u00e1te sv\u00e9 nejv\u011brn\u011bj\u0161\u00ed z\u00e1kazn\u00edky, anebo naopak ty ztracen\u00e9, kter\u00fdm nemus\u00edte zbyte\u010dn\u011b v\u011bnovat rozpo\u010dty? 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