Make your customers happy to buy from you!

It's something I usually see missing out on much online e-commerce, and it's something that those in the field look at as a secondary metric (or for nothing).

I'm not agree who is usually working to create marketing campaigns based exclusively on pricing discount techniques.

Behind a company there's something more then a price. The Price is setted in the market based on several parameters (COGS, Competitors, Perceived customers values, etc.).

Discovering products that your Customers Love

It's not an easy task, specially if you're not pretty much comfortable with numbers and more in general with data analysis.

Usually this kind of insights you can discover in Business Intelligence or in some enterprise tool solutions. If you have a small business, you can extract this information using your Orders database or Google Analytics.

Starting Analyzing your Customer Base

Using RFM Analysis you can discover more insightful information about your customers and much more important, you can roll out effective marketing  data-driven strategies!

1 - Extract Orders

You can use a tool to extract all historical orders about products bought from each single customer.

  1. Connect the e-commerce to the extractor tool
  2. Create the automation to extract all historical orders
  3. Create a data stream automation for the next

You could get a similar situation that looks like you see in this pic:

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All orders extracted from an E-Commerce CMS

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All these data need to be normalized before starting to process customer information to create RFM analysis.

2 - Create Customer Segments

Now, you can create your  RFM analysis using the sheet you find following this link, where you can discover many valuable insights about your customers.

Why should you care about your customer segment?

  1. Interessi d'acquisto
  2. Cosa hanno acquistato più di frequente
  3. Cosa hanno acquistato più di frequente insieme

I segmenti più promettenti, sui quali dovrebbe essere basata la gran parte delle entrate del tuo e-commerce sono i seguenti:

  • Champions -  Reward these users. They promote your products, they can be early adopters for your new launches.
  • Loyal / Potential Loyal - These user are responsive to your promotions, suggest them higher-value products. Also, ask them for reviews.

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Google Sheet

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Grouping all customers in different clusters make you more agile in manipulating theme in order to blend with other sources:

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Cluster and Macrocluster Grouping

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3 - Data Studio Charts

Representing data using Data Studio to visualize, filter and extract the most promising customers easily using the right-click button.

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To simply show customer clusters, I usually use Datastudio charts because it's straightforward to blend other sources and uses its charts very fast.

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In a dashboard like this (you can download it in the following link), you can see all customer segments, and by clicking on a specific cluster, you filter all connected information, and you can get emails, purchase products, item-to-item analysis, navigation behaviour and so on.

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Data Looker Dashboard RFM

(Create a copy) – See your customers and get useful insights for marketing with this dashboard                      Download  

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This dashboard allows you to show all purchasing behaviours and emails and use them in your marketing campaign to create LAL audiences.