The challenge
Understanding your customers and their purchasing behaviour is essential to growing the business. Without it, it is hard to see who your most valuable customers are, when to reach them and which offers will land.
Solution · RFM analysis
Know who to target, when, and with what offer
Orange Kestrel helps teams see what is working across marketing, sales and service, then fix what is not.
How the data flows
From order history to a clearer customer view.
This illustrates how ERP order and account data can be analysed for recency, frequency and monetary value, then made useful to teams in HubSpot.
ERP
Orders & accounts
RFM calculations
RFM scores & segments
HubSpot
Integration layer
Connects the systems and keeps the information available where teams work.
Illustrative flow. The integration design depends on your systems, data and requirements.
What it does
Our RFM solution analyses the Recency, Frequency and Monetary value of your customers' purchases. It helps you identify your most valuable customers, tailor your marketing, and drive loyalty and revenue.
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Data-driven decisions. Rooted in data and metrics, giving you an objective basis for decisions.
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A customer-centric approach. Puts customers at the centre of your planning, helping you strengthen loyalty.
The reports included
A suite of reports for precise targeting and strategic decisions.
RFM analysis report
- Recency
- When each customer last purchased, highlighting those most likely to respond to new offers.
- Frequency
- How often customers purchase, identifying your most loyal customers.
- Monetary
- Total spend per customer, pinpointing your highest spenders.
Top customer analysis
- Customer tiers
- Isolates the top 1%, 5%, 10% and 20% of customers by RFM score.
- Detailed examination
- Compares these groups to reveal patterns such as order value and purchase frequency.
- Segment creation
- Builds list segments for targeted HubSpot workflows and personalised marketing.
Storewide cohort analysis
- Timeframe benchmarking
- Assesses the quality of customers acquired each month and year against set benchmarks.
- Trend identification
- Shows long-term trends and how effective campaigns have been over time.
Customer segment cohort analysis
- Segment-specific trends
- Analyses customer quality within defined segments, benchmarked monthly and yearly.
- Segment health
- Shows the performance and potential of each segment to guide tailored marketing.
Business outcomes
Personalised engagement
Tailor communications, offers and promotions to each customer segment.
Better resource allocation
Focus marketing resources on the segments that yield the highest return.
Performance tracking
Update the reports regularly to track interventions and refine your strategy.
A stronger return on marketing
Improve engagement strategies and the return on your marketing effort.