RPI vs. RFM: Targeting Unique Ecommerce Behavior

Posted on by Karl Wirth

In recent Chief Marketer articles, we’ve explored the idea using RPI (relationship, persona, and intent) instead of RFM (recency, frequency, and monetary value) as the principal drivers of real-time marketing. We’ve looked at how RPI works in travel, B2B, SaaS, and retail with the story of Bob, a holiday season gift-giver who needs to be targeted intelligently and in real time when he visits a jewelry ecommerce site.

Let’s visit again with Bob, who is planning a ski trip with his two teenage sons. Though Bob has skied for many years, his sons have become avid snowboarders, and Bob has decided this year he also wants to try snowboarding.

Bob visits his favorite ecommerce site for winter sports equipment and begins researching snowboards. Bob has bought several pairs of skis from your site in the past, which means your RFM data recognizes Bob as an accomplished skier, not a novice snowboarder. That’s why in this particular case the RPI data becomes very important to being able to address Bob’s interests. It is a unique shopping instance for Bob. In this session you begin to understand Bob’s needs based on RPI:

  • Relationship: Bob has visited your site previously, and he purchases skis in the past.
  • Persona: Bob is researching snowboards and equipment typically reviewed by beginners.
  • Intent: Bob has checked reviews on a particular snowboard and added it to his cart.

Relying solely on RFM, your site will make the wrong recommendations based on the behavior Bob is demonstrating in session. But with real-time marketing enabled by RPI data, you can make Bob an attractive offer based on his in-session activity – 10% off this snowboard if he purchases in the next 24 hours – before Bob goes off and explores products on other sites.

With RPI, you can begin building a real-time marketing profile the moment customers like Bob visit your site. Leveraging in-session behavior ensures that Bob’s needs are met, and increases the likelihood that he completes his purchase on your site without escaping to competitors.

Karl Wirth is CEO and co-founder of Evergage.

Related Articles:

RFM Versus RPI—Relationship, Persona and Intent

RPI Vs. RFM: Real Time Value in Software as a Service 

RPI Vs. RFM: Real Time Business to Business

RPI Vs. RFM: Targeting the Frequent Traveler

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM
×