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Observe the Activity Your Newsletters and Notices Generate
Actions are tabulated for a running two year interval. Current and Prior year are compared
side-by-side. Information is summarized into two-month periods:
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Total recipients, opens, store, image and text link click-throughs are tabulated.
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Purchases are summarized by category.
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Ratios of total click throughs to number of recipients are graphed.
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Counts of newsletter referrals to friends by subscribers are tracked.
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Membership activity shows new subscribers and opt-outs.
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Total reward points earned, used and available are shown by period.
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Purchase data is compiled to measure the value of each customer.
Customer Value is Calculated
Customer value is quantified by measuring:
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Recency - how recently did your customer purchase.
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Frequency - how often does your customer purchase.
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Monetary - how much has your customer purchased.
The weighted sum of these measures yields the RFM score, an indicator of customer importance. RFM is used to produce a ranked list of customers, the most important ones first.
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