411-nielsen&jd-用户生命周期运营白皮书.pdf
Carol Fung TOUCH C2M PLUS 2 3 4 Justin Sargent 5 6 3 VIP 8 B2C AWARE APPEAL ACT ADVOCATE +RFM* * RFM RFM R(RECENCY) F(FREQUENCY) M (MONETARY) / 1 40 42.8% 9 0.00 3.00 6.00 Top10 2018.07-2019.06 2 2 CR10* 53.7% 48% 2018-2019 1 +6.4% +56.3% +45.6% +67.9% 1 2 * CR10 10 +9% 5.0 10.0 0 100.0 10.0 5.0 30.0 50.0 (%) 50.0 / 10 / / / 2018.07- 2019.06 3 32.4% 4.3% ( 4 2018 5) 55% 53% 2018.07-2019.06 % 3 32.4 33.4 27.4 52.2 38.1 41 4.3 4.3 7.9 4.3 8 3.2 19/81 8/92 26/74 5/95 18/82 22/78 / 2.30 1.42 1.36 1.21 0.00 0.50 1.00 1.50 2.00 2.50 0% 40% 80% 2013 2014 2015 2016 % 7 . 12 2.00% 28.22% 29.98% 53.17% 61.35% , 2019 82% 9 61% 10 7.7 6.9 6.3 5.4 5.1 4.5 / 2019 8 9 10 82% 18% (n=3,958) (n=8,597) SKU* 8. 2019 9 10. 2019 * Stock Keeping Unit 13 KOL
