Tidak semua customer sama. Pelajari RFM segmentation, CLV calculation, churn prediction, dan cohort retention untuk bangun marketing & retention strategy data-driven.
20% customer mengontribusi 80% revenue di hampir semua bisnis. Tanpa segmentation, kamu treat semua customer sama — waste budget marketing & lose VIP. Customer analytics = unlock differentiation.
R = Recency (kapan terakhir order?)F = Frequency (berapa kali order?)M = Monetary (total revenue?)Quintile method: bagi customer ke 5 grup equal per dimensi.
Recency: 1 = sangat lama tidak order, 5 = baru order.
Frequency: 1 = jarang, 5 = sering.
Monetary: 1 = spend rendah, 5 = spend tinggi.
Tiap segmen butuh treatment berbeda: Champions kasih VIP perks. At Risk kirim win-back campaign. Lost tinggalkan (cost-benefit jelek).
| Segmen | Karakter | Strategi |
|---|---|---|
| Champions | Recent + frequent + high spend | Reward loyalty, ask referral, early access |
| Loyal | High frequency consistent | Cross-sell, upsell, exclusive content |
| Potential Loyalist | Recent + medium frequency | Membership program, target campaign |
| New Customer | Just made first order | Onboarding, welcome series, second order push |
| At Risk | High value tapi inactive | Personalized win-back, special discount |
| Can't Lose | Was VIP, sekarang inactive | 1-on-1 outreach, premium offer |
| Hibernating | Low value + inactive | Re-engagement low cost, last attempt |
| Lost | Lama tidak active, low value | Tinggalkan. Fokus akuisisi baru. |
CLV = Avg Purchase × Purchase Frequency × Customer LifespanCLV = ARPU × (1 / Churn Rate)Selalu hitung LTV/CAC. Sehat: ≥ 3. < 1 = rugi setiap acquisition. 1-3 = bisa diperbaiki. ≥ 3 = scalable, push acquisition lebih agresif.
RFM = transactional. Tambah behavioral data: kategori pilihan, hari/jam aktif, channel preference, response rate. K-Means clustering pada feature ini = persona berbasis data, bukan asumsi marketing.
Sephora pakai customer analytics untuk 3-tier program: Insider, VIB, Rouge. Tier ditentukan oleh annual spend. Top 10% Rouge generate 36% revenue, dapat free shipping, exclusive event, makeover gratis. Hasilnya: retention Rouge 85% tahunan vs Insider 35%. Pelajaran: differentiate treatment by value.