We all strive to be as efficient and effective as possible. This proves to be quite the challenge in a variety of fields – marketing being one of them. To be able to determine efficiency and effectivity we need to collect, sort and filter data, then calculate, visualize and interpret. This is quite the challenge and that’s where Selma comes to the rescue.
Selma’s software is not easily understood. The bottom line is that the software serves to make marketers’ lives easier by doing the hard data work. In our quest to explain what Selma does we decided to start creating an analog version. This way you can follow clear guidelines to start using your data and improve the results of your efforts – while understanding the added value of Selma at the same time.
The Customer Activity Canvas helps you segment your customer base according to the frequency and recency of your customers’ activity. This creates an overview that helps in identifying which customers to focus on – and how.
The next step is using this visual to come up with a couple of scenarios. These scenarios describe certain marketing objectives that are aimed at a certain customer segment specifically. Selma automates this and more. Let that sink in.
Finally the canvas helps develop a specific tactic to achieve the objectives described in the previous step by asking the right questions. The result is a focused effort that increases efficiency and effectivity.