Date post: | 03-Sep-2014 |
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RFM – 3 Letters that Mean A LOT
Todd Von Deak, MBA, CAEVice President of Operations & General Manager
Society of Hospital Medicine
Which Direction Should we Go?
A) RFM Basics/PrimerA) RFM Basics/Primer
B) Implementation (marketing/IT)
C) Sharing experiences & tips/tricks
D) Something else?
A Little Bit About Me
Points on the Score board…
Before you even start RFM analysis the quality of youranalysis, the quality of your data is paramount ‐ add data clean up efforts to what we’llclean up efforts to what we ll talk about today for maximum effectiveness…
What is RFM…
I just liked the photo for a 9am presentation…a 9am presentation…
The Basic Formula…
+ =+
The Specific Details…
Image from www.activemarketinggroup.com
Points on the Score board…
RFM is the perceived order ofRFM is the perceived order of importance ‐ that doesn’t mean it’s the order of importance for you…
The Case for RFM…
Image from www.staffordsbsg.com
The GOOD and the BAD…
Good: Bad:
• Cost Effective • Rudimentary
• Multiple Approaches
C b T il d
• Requires Patience
S ll S l Si• Can be Tailored
• Time Tested
• Small Sample Sizes
• You’ll Succeed
Points on the Score board…
Thi l k dThis example worked because of experimentation ‐build a culture of testing yourbuild a culture of testing your approach to RFM…
The Mechanics of RFM…
Using RFM…
Test Cells: Ditch those that lose $$
Collapse: Small cells
Id l Si S 4/b k tIdeal Size: S=4/break even rate
Evaluate: Dig into the data
Points on the Score board…
There are a number of ways to perform RFM A l iRFM Analysis:
Microsoft Excel
Out of the Box Programs
Your In House Marketing Tools
Y I H CRM T lYour In House CRM Tool
E h h th i t f iti d ti E i th P ibilitiEach have their own set of positives and negatives…Examine the Possibilities
Our Approach…
• Use our CRM to AdministerUse our CRM to Administer
• Recency is our Main Driver
• Our Rakings• R: 1‐6• F: 1‐6• M: 1‐9
• Considering Simplification
So You’ve Done This Analysis…
Interpreting the Results…
Acting on the Results…
Welcome Offers
Test 1x a year Try to get back ‐
don’t go crazy
Best Win Them Stay top of mind Best Offers Back‐ inc. frequency
Final Box Score…
• Multiple Approaches
P ti T t T t T t• Patience – Test, Test, Test
• Make it Work for You
• Game Changer
And Don’t Forget the Importance of Data Integrity
Thanks for Your Time…
[email protected]‐800‐843‐3360
rlane@lane‐services.com215‐856‐0908
Good Website for Additional Info: www.dbmarketing.com