WEBåºåæ¥çã§ã¯ãèšå€§ãªããŒã¿ãèç©ãããŠããŸããããããé©åã«åæã掻çšããããšãé£ããã®ãçŸç¶ã§ããéãããäºç®ã®äžã§å¹æçãªåºåãæã¡åºããæè³å¯Ÿå¹æãæ倧åããããã«ã¯ãããŒã¿åæãäžå¯æ¬ ã§ããããã§æ³šç®ãããŠããã®ãã顧客ã®è¡åãåæããRFMåæã§ããRFMåæã§ã¯ãæçµè³Œå ¥æ¥ãè³Œå ¥é »åºŠãè³Œå ¥éé¡ã®3ã€ã®ææšãçšããŠé¡§å®¢ãåé¡ããããŒã±ãã£ã³ã°æœçãæé©åããŸããRFMåæã掻çšããããšã§ãåºåã®å¹æãæ倧åããæè³å¯Ÿå¹æãé«ããããšãã§ããŸããæ¬èšäºã§ã¯ãRFMåæã®åºæ¬çãªæŠå¿µãããWEBåºåæ¥çã«ãããå¿çšæ¹æ³ã泚æç¹ãŸã§ãåå¿è åãã«ãããããã解説ããŸãã
ã¯ããã«ïŒWEBåºåæ¥çã«ãããRFMåæã®éèŠæ§
WEBåºåæ¥çã®çŸç¶ãšèª²é¡
è¿å¹Žãã€ã³ã¿ãŒãããã®æ®åã«äŒŽããWEBåºåæ¥çã¯æ¥éã«æé·ããŠããŸããå€ãã®äŒæ¥ããªã³ã©ã€ã³äžã§åºåãå±éããæœåšçãªé¡§å®¢ã«ã¢ãããŒãããŠããŸããããããWEBåºååžå Žãæ¡å€§ããäžæ¹ã§ãåºåã®å¹æ枬å®ãæé©åãšãã£ã課é¡ã«çŽé¢ããŠããŸããåºåäž»ã¯éãããäºç®ã®äžã§ãããã«å¹æçãªåºåãæã¡åºããæè³å¯Ÿå¹æãæ倧åããããéèŠãªèª²é¡ãšãªã£ãŠããŸãã
WEBåºåæ¥çã§ã¯ãèšå€§ãªããŒã¿ãèç©ãããŠããŸãããŠãŒã¶ãŒã®è¡åå±¥æŽãåºåã®ã¯ãªãã¯çãã³ã³ããŒãžã§ã³çãªã©ãæ§ã ãªããŒã¿ãåéãããŠããŸãããããããããã®ããŒã¿ãé©åã«åæãã掻çšããããšãé£ããã®ãçŸç¶ã§ããããŒã¿ã®åæã«ã¯å°éçãªç¥èãšæè¡ãå¿ èŠã§ãããå€ãã®äŒæ¥ãèŠåŽããŠããŸãã
ãŸããWEBåºåã®å¹æ枬å®ã倧ããªèª²é¡ã®äžã€ã§ããåºåãã¯ãªãã¯ãã人ãå®éã«ååãè³Œå ¥ããã®ããã©ã®ãããªè¡åãåã£ãã®ãã远跡ããããšã¯å®¹æã§ã¯ãããŸãããåºåã®å¹æãæ£ç¢ºã«æž¬å®ããæ¹åã«ã€ãªããããšãæ±ããããŠããŸãã
RFMåæãšã¯äœãïŒåºæ¬çãªæŠå¿µã®èª¬æ
RFMåæãšã¯ã顧客ã®è¡åãåæããããã®ææ³ã®äžã€ã§ããRFMã¯ãRecencyïŒæçµè³Œå ¥æ¥ïŒãFrequencyïŒè³Œå ¥é »åºŠïŒãMonetaryïŒè³Œå ¥éé¡ïŒã®é æåãåã£ããã®ã§ãããã®ïŒã€ã®ææšãçšããŠã顧客ãåé¡ããããŒã±ãã£ã³ã°æœçãæé©åããããšãã§ããŸãã
RFMåæã§ã¯ã以äžã®ãããªææšãçšããŸãã
ææš | 説æ |
---|---|
RecencyïŒæçµè³Œå ¥æ¥ïŒ | 顧客ãæåŸã«ååãè³Œå ¥ããæ¥ä»ãæè¿è³Œå ¥ãã顧客ã»ã©ãåè³Œå ¥ã®å¯èœæ§ãé«ãã |
FrequencyïŒè³Œå ¥é »åºŠïŒ | 顧客ãã©ã®ãããã®é »åºŠã§ååãè³Œå ¥ããŠããããé »ç¹ã«è³Œå ¥ãã顧客ã»ã©ããã€ã€ã«ãã£ãé«ãã |
MonetaryïŒè³Œå ¥éé¡ïŒ | 顧客ãã©ã®ãããã®éé¡ãè³Œå ¥ããŠããããé«é¡ãªååãè³Œå ¥ãã顧客ã»ã©ã䟡å€ãé«ãã |
ãããã®ææšãçµã¿åãããããšã§ã顧客ã以äžã®ãããªã»ã°ã¡ã³ãã«åé¡ããããšãã§ããŸãã
- åªè¯é¡§å®¢ïŒæè¿è³Œå ¥ããé »ç¹ã«è³Œå ¥ããé«é¡ãªååãè³Œå ¥ãã顧客
- äŒç 顧客ïŒä»¥åã¯è³Œå ¥ããŠããããæè¿è³Œå ¥ããŠããªã顧客
- æ°èŠé¡§å®¢ïŒæè¿åããŠè³Œå ¥ãã顧客
- äœäŸ¡å€é¡§å®¢ïŒé »åºŠãéé¡ãäœã顧客
ãã®ããã«ãRFMåæãçšããããšã§ã顧客ã®ç¹åŸŽãææ¡ããã»ã°ã¡ã³ãããšã«æé©ãªããŒã±ãã£ã³ã°æœçãæã¡åºãããšãã§ããã®ã§ãã
RFMåæãWEBåºåæ¥çã«äžããã€ã³ãã¯ã
RFMåæã¯ãWEBåºåæ¥çã«å€§ããªã€ã³ãã¯ããäžããŠããŸããRFMåæãçšããããšã§ãåºåã®å¹æãæ倧åããæè³å¯Ÿå¹æãé«ããããšãã§ããããã§ãã
äŸãã°ãåªè¯é¡§å®¢ã«å¯ŸããŠã¯ããã€ã€ã«ãã£ããã°ã©ã ãç¹å¥å²åŒãªã©ããªããŒãè³Œå ¥ãä¿é²ããæœçãæã¡åºãããšãã§ããŸããäžæ¹ãäŒç 顧客ã«å¯ŸããŠã¯ããªã¢ã¯ãã£ããŒã·ã§ã³ãã£ã³ããŒã³ãå®æœããåè³Œå ¥ãä¿ãããšãã§ããŸããæ°èŠé¡§å®¢ã«å¯ŸããŠã¯ããŠã§ã«ã«ã ã¯ãŒãã³ãªã©ã®ç¹å žãæäŸãããªããŒãè³Œå ¥ã«ã€ãªããããšãã§ããŸãã
ãŸããRFMåæãçšããããšã§ãåºåã®é ä¿¡å ãæé©åããããšãã§ããŸããåªè¯é¡§å®¢ãé«é¡ååãè³Œå ¥ãã顧客ã«å¯ŸããŠã¯ãããé«å䟡ãªåºåãé ä¿¡ããããšã§ãåçæ§ãé«ããããšãã§ããŸããäžæ¹ãäœäŸ¡å€é¡§å®¢ã«å¯ŸããŠã¯ãåºåã®é ä¿¡ãæ§ããã«ããããšã§ãç¡é§ãªåºåè²»ãåæžããããšãã§ããŸãã
RFMåæã¯ãWEBåºåã®å¹æ枬å®ã«ã圹ç«ã¡ãŸããåºåãã¯ãªãã¯ãã顧客ãã©ã®ãããªã»ã°ã¡ã³ãã«å±ããŠããã®ããåæããããšã§ãåºåã®å¹æã詳现ã«ææ¡ããããšãã§ããŸããäŸãã°ãåªè¯é¡§å®¢ãåºåãã¯ãªãã¯ããå Žåã¯ãé«ã確çã§è³Œå ¥ã«ã€ãªããããšãæåŸ ã§ããŸããäžæ¹ãäœäŸ¡å€é¡§å®¢ãåºåãã¯ãªãã¯ããå Žåã¯ãè³Œå ¥ã«ã€ãªããå¯èœæ§ãäœããšå€æã§ããŸãã
ãã®ããã«ãRFMåæã掻çšããããšã§ãWEBåºåã®å¹æãæ倧åããæè³å¯Ÿå¹æãé«ããããšãã§ããŸããRFMåæã¯ãWEBåºåæ¥çã«ãšã£ãŠæ¬ ãããªãææ³ã®äžã€ã§ãããä»åŸããã«éèŠæ§ãé«ãŸã£ãŠããããšãäºæ³ãããŸãã
RFMåæã®åºæ¬çãªææ³ãšæŽ»çšæ¹æ³
RFMåæã®3ã€ã®ææšïŒRecency, Frequency, Monetary
RFMåæã¯ã顧客ã®è¡åãåæããããã®ææ³ã§ããã以äžã®3ã€ã®ææšãçšããŠé¡§å®¢ãè©äŸ¡ããŸãã
- RecencyïŒææ°æ§ïŒïŒé¡§å®¢ãæåŸã«è³Œå ¥ããæ¥ããã®çµéæ¥æ°
- FrequencyïŒé »åºŠïŒïŒé¡§å®¢ãäžå®æéå ã«è³Œå ¥ããåæ°
- MonetaryïŒéé¡ïŒïŒé¡§å®¢ãäžå®æéå ã«è³Œå ¥ããéé¡
ãããã®ææšãçµã¿åãããããšã§ã顧客ã®äŸ¡å€ãç·åçã«è©äŸ¡ããã»ã°ã¡ã³ããŒã·ã§ã³ãè¡ãããšãã§ããŸããäŸãã°ãæè¿è³Œå ¥ãã顧客ã§ãè³Œå ¥é »åºŠãé«ããè³Œå ¥éé¡ã倧ãã顧客ã¯ãåªè¯é¡§å®¢ãšããŠæ±ãããšãã§ããŸãã
RFMåæã®æé ïŒããŒã¿åéãã»ã°ã¡ã³ããŒã·ã§ã³ãæœçç«æ¡
RFMåæãè¡ãã«ã¯ã以äžã®æé ãå¿ èŠã§ãã
- ããŒã¿åéïŒé¡§å®¢ã®è³Œè²·å±¥æŽããŒã¿ãåéããŸããããŒã¿ã«ã¯ãè³Œå ¥æ¥ãè³Œå ¥éé¡ãè³Œå ¥åæ°ãªã©ãå«ãŸããŸãã
- ã»ã°ã¡ã³ããŒã·ã§ã³ïŒåéããããŒã¿ãããšã«ã顧客ãRFMã®3ã€ã®ææšã§è©äŸ¡ããã»ã°ã¡ã³ããŒã·ã§ã³ãè¡ããŸããã»ã°ã¡ã³ããŒã·ã§ã³ã«ã¯ã以äžã®ãããªæ¹æ³ããããŸãã
- ã¹ã³ã¢ãªã³ã°ïŒåææšã«å¿ããŠã¹ã³ã¢ãä»ããåèšã¹ã³ã¢ã§é¡§å®¢ãè©äŸ¡ããæ¹æ³
- ã¯ã©ã¹ã¿ãªã³ã°ïŒé¡äŒŒããç¹åŸŽãæã€é¡§å®¢ãã°ã«ãŒãåããæ¹æ³
- æœçç«æ¡ïŒã»ã°ã¡ã³ããŒã·ã§ã³ã®çµæãããšã«ãåã»ã°ã¡ã³ãã«é©ããæœçãç«æ¡ããŸããäŸãã°ãåªè¯é¡§å®¢ã«ã¯ããã€ã€ã«ãã£ããã°ã©ã ã®æäŸããç¹å¥ãªå²åŒã®æäŸãªã©ãèããããŸãã
RFMåæã掻çšããå ·äœçãªæœçäŸ
RFMåæã掻çšããããšã§ã以äžã®ãããªå ·äœçãªæœçãç«æ¡ããããšãã§ããŸãã
- åªè¯é¡§å®¢ãžã®æœç
- ãã€ã€ã«ãã£ããã°ã©ã ã®æäŸ
- ç¹å¥ãªå²åŒã®æäŸ
- æ°ååã®å è¡è²©å£²
- äŒç 顧客ãžã®æœç
- ãªã¢ã¯ãã£ããŒã·ã§ã³ãã£ã³ããŒã³ã®å®æœ
- è³Œå ¥å±¥æŽã«åºã¥ããã¬ã³ã¡ã³ããŒã·ã§ã³
- ã¢ã³ã±ãŒãã®å®æœ
- æ°èŠé¡§å®¢ãžã®æœç
- ãŠã§ã«ã«ã ã¯ãŒãã³ã®æäŸ
- ååãµã³ãã«ã®æäŸ
- ã¡ãŒã«ãã¬ãžã³ã®é ä¿¡
ãã®ããã«ãRFMåæã掻çšããããšã§ã顧客ã®ç¹æ§ã«å¿ããæé©ãªæœçãç«æ¡ãã顧客æºè¶³åºŠã®åäžã売äžã®æ¡å€§ã«ã€ãªããããšãã§ããŸããWEBåºåæ¥çã«ãããŠããRFMåæãçšããããšã§ãåºåã®å¹æãæ倧åããæè³å¯Ÿå¹æãé«ããããšãå¯èœãšãªããŸãã
WEBåºåæ¥çã«ãããRFMåæã®å¿çšãšæ³šæç¹
WEBåºåã«ãããRFMåæã®ç¹åŸŽãšçæç¹
WEBåºåæ¥çã«ãããŠRFMåæã掻çšããéã«ã¯ãããã€ãã®ç¹åŸŽãšçæç¹ããããŸãããŸããRFMåæã¯é¡§å®¢ã®è¡åå±¥æŽããŒã¿ã«åºã¥ããŠè¡ããããããååãªããŒã¿éãšè³ªã®ç¢ºä¿ãéèŠã§ããåºåã®ã¯ãªãã¯çãã³ã³ããŒãžã§ã³çãªã©ã®ããŒã¿ãé©åã«åéã»èç©ããåæã«æŽ»çšã§ããäœå¶ãæŽããããšãæ±ããããŸãã
ãŸããWEBåºåã§ã¯é¡§å®¢ãšã®æ¥ç¹ãå€å²ã«ããããããæ§ã ãªãã£ãã«ãããã€ã¹ããåŸãããããŒã¿ãçµ±åããå æ¬çã«åæããå¿ èŠããããŸããåäžã®ãã£ãã«ãããã€ã¹ã®ããŒã¿ã ãã§ã¯ã顧客ã®å šäœåãæããããšãé£ãããªããŸããããŒã¿ã®é£æºãšçµ±åãé©åã«è¡ãã顧客ã®è¡åãç·åçã«åæããããšãéèŠã§ãã
ããã«ãWEBåºåã§ã¯ãªã¢ã«ã¿ã€ã ã§ã®åæãšæœçã®å®è¡ãæ±ããããŸãã顧客ã®è¡åã¯åžžã«å€åããŠãããã¿ã€ã ãªãŒã«åæçµæã掻çšããŠæœçã«åæ ããå¿ èŠããããŸããRFMåæã®çµæãè¿ éã«æœçã«èœãšã蟌ãäœå¶ãšãç¶ç¶çãªåæã»æ¹åãµã€ã¯ã«ã確ç«ããããšãéèŠã§ãã
RFMåæãšãã®ä»ã®åæææ³ãšã®çµã¿åããæ¹
RFMåæã¯åç¬ã§çšããã ãã§ãªãããã®ä»ã®åæææ³ãšçµã¿åãããããšã§ãããå¹æçãªåæãå¯èœãšãªããŸããäŸãã°ãRFMåæãšã³ããŒãåæãçµã¿åãããããšã§ã顧客ã®ç²åŸææã«ããè¡åã®éããææ¡ããããšãã§ããŸããæ°èŠé¡§å®¢ãšæ¢å顧客ã§ã¯è³Œè²·è¡åãç°ãªãå Žåããããããç²åŸææããšã«ã»ã°ã¡ã³ããŒã·ã§ã³ãè¡ããæé©ãªæœçãç«æ¡ããããšãæå¹ã§ãã
ãŸããRFMåæãšé¡§å®¢ç涯䟡å€ïŒCLVïŒåæãçµã¿åãããããšã§ãé·æçãªé¡§å®¢äŸ¡å€ãèæ ®ããæœçç«æ¡ãå¯èœãšãªããŸããCLVåæã§ã¯ã顧客ãããããå°æ¥çãªåçãäºæž¬ããåªè¯é¡§å®¢ã®ç¹å®ãç²åŸã³ã¹ãã®æé©åãè¡ããŸããRFMåæãšCLVåæãçµã¿åãããããšã§ãçæçãªæœçãšé·æçãªæœçã®ãã©ã³ã¹ãåãããšãã§ããŸãã
ããã«ãRFMåæãšè¡ååæãçµã¿åãããããšã§ã顧客ã®è¡åãã¿ãŒã³ã«å¿ãããã现ããªæœçãç«æ¡ããããšãã§ããŸããè¡ååæã§ã¯ã顧客ãã©ã®ãããªããŒãžãé²èŠ§ããã©ã®ãããªååã«èå³ãæã£ãŠããããåæããŸããRFMåæã®çµæãšè¡ååæã®çµæãçµã¿åãããããšã§ãã»ã°ã¡ã³ãããšã«æé©ãªååã¬ã³ã¡ã³ããŒã·ã§ã³ãåºåé ä¿¡ãè¡ãããšãå¯èœãšãªããŸãã
RFMåæã掻çšããéã®èª²é¡ãšãã®è§£æ±ºç
RFMåæã掻çšããéã«ã¯ãããã€ãã®èª²é¡ãååšããŸãããŸããããŒã¿ã®å質ãšéã®ç¢ºä¿ãæããããŸããRFMåæã«ã¯äžå®éã®è³ªã®é«ãããŒã¿ãå¿ èŠã§ãããããŒã¿ã®æ¬ æãäžæŽåããããšåæçµæã®ä¿¡é Œæ§ãäœäžããŸããããŒã¿ã®åéã»ç®¡çäœå¶ãæŽåããå®æçãªããŒã¿ã¯ã¬ã³ãžã³ã°ãè¡ãããšãéèŠã§ãã
ãŸããã»ã°ã¡ã³ããŒã·ã§ã³ã®ç²åºŠã®èšå®ã課é¡ã®äžã€ã§ããã»ã°ã¡ã³ãã现ããèšå®ãããããšãäžã€äžã€ã®ã»ã°ã¡ã³ãã®ãµã³ãã«æ°ãå°ãªããªããçµ±èšçãªä¿¡é Œæ§ãäœäžããŸããäžæ¹ãã»ã°ã¡ã³ãã倧ããèšå®ãããããšãã»ã°ã¡ã³ãå ã®é¡§å®¢ã®å€æ§æ§ã倱ãããæœçã®æé©åãé£ãããªããŸããã»ã°ã¡ã³ããŒã·ã§ã³ã®ç²åºŠã¯ãããŒã¿éãæœçã®ç®çã«å¿ããŠé©åã«èšå®ããå¿ èŠããããŸãã
ããã«ãRFMåæã®çµæãæœçã«åæ ããéã®ã¹ããŒããšæè»æ§ã課é¡ãšãªããŸãã顧客ã®è¡åã¯åžžã«å€åããŠãããããåæçµæãè¿ éã«æœçã«åæ ããå¿ èŠããããŸããããããæœçã®å®è¡ã«ã¯äžå®ã®æéãšã³ã¹ãããããããããã¹ãŠã®åæçµæãå³åº§ã«åæ ããããšã¯é£ããã®ãçŸç¶ã§ããåªå é äœãä»ããŠæœçãå®è¡ããããPDCAãµã€ã¯ã«ãçæåããããããªã©ãã¹ããŒããšæè»æ§ãé«ãã工倫ãæ±ããããŸãã
ãããã®èª²é¡ã解決ããããã«ã¯ãçµç¹å šäœã§ããŒã¿æŽ»çšã®éèŠæ§ãç解ããåæäœå¶ãæŽåããããšãäžå¯æ¬ ã§ããããŒã¿åæã®ããã®å°éããŒã ãèšçœ®ããåéšéãšé£æºããªããåæãšæœçã®å®è¡ãé²ããŠããããšãæãŸããã§ãããããŸããåæããŒã«ãèªååæè¡ã掻çšããããšã§ãåæã®å¹çåãšè¿ éåãå³ãããšãã§ããŸããRFMåæãå¹æçã«æŽ»çšããããã«ã¯ãçµç¹çãªåãçµã¿ãšç¶ç¶çãªæ¹åãå¿ èŠäžå¯æ¬ ãªã®ã§ãã
以äžã®ããã«ãWEBåºåæ¥çã«ãããRFMåæã®å¿çšã«ã¯æ§ã ãªç¹åŸŽãšçæç¹ããããŸããRFMåæãä»ã®åæææ³ãšçµã¿åãããªãããããŒã¿ã®å質ãšéã®ç¢ºä¿ãã»ã°ã¡ã³ããŒã·ã§ã³ã®ç²åºŠã®èšå®ãã¹ããŒããšæè»æ§ã®åäžãšãã£ã課é¡ã«åãçµãããšãéèŠã§ããRFMåæãå¹æçã«æŽ»çšããããšã§ãWEBåºåã®å¹æãæ倧åãã顧客æºè¶³åºŠã®åäžãšå£²äžã®æ¡å€§ã«ã€ãªããããšãã§ããã§ãããã
RFMåæã¯ãWEBåºåã®å¹æãé«ããäžã§éåžžã«æå¹ãªææ³ã§ããæçµè³Œå ¥æ¥ãè³Œå ¥é »åºŠãè³Œå ¥éé¡ã®3ã€ã®ææšãçšããŠé¡§å®¢ãåé¡ããã»ã°ã¡ã³ãããšã«æé©ãªæœçãæã¡åºãããšã§ãåºåã®å¹æãæ倧åã§ããŸããWEBåºåæ¥çã§ã¯èšå€§ãªããŒã¿ãèç©ãããŠããŸãããRFMåæã掻çšããããšã§ããŒã¿ãé©åã«åæããå¹æçãªåºåé ä¿¡ã顧客ãšã®ã³ãã¥ãã±ãŒã·ã§ã³ãå¯èœãšãªããŸãããã ããååãªããŒã¿éãšè³ªã®ç¢ºä¿ãä»ã®åæææ³ãšã®çµã¿åãããã¹ããŒããšæè»æ§ã®åäžãªã©ã課é¡ã«ãåãçµãå¿ èŠããããŸããRFMåæãæŠç¥çã«æŽ»çšããç¶ç¶çãªæ¹åãå³ãããšããWEBåºåã®ææåäžã«ã€ãªããã§ãããã