Application of RFM-analysis in auto-business by the example of Audi Dealerships
This article describes the segmentation of clients based on RFM analysis. An example of analysis based on the customer database of Audi GC «AvtoSpetsCenter» is given. For each enterprise, the task is to increase the conversion and reduce marketing costs. Segmentation and targeting are the basis of marketing, and direct marketing is no exception. Even with the customer base accumulated over the years, mass e-mail or SMS-mailings can bring to the enterprise no less harm than good. It is important to be able to inform customers exactly the offers which will provide to the company the required number of calls or requests on the site, while not filling up the boxes and phones of customers with unnecessary messages that they would perceive as spam. To do this, it is necessary to clearly understand who and why each SMS, letter or a call will get. On the example of the group of companies «AvtoSpetsCenter» consider the simplest, but from this no less effective way of solving this problem.