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<Video
url="https://www.youtube.com/embed/6CU7hYcmu7o?si=crHYAcxZej35AxQ9"
/>

The Altcraft team keeps developing the platform's functionality. Today, we'll discuss the latest updates: importing products to the Market from a product feed, combined profile capture in scenarios, and Viber integration through MTS OmniChannel.

## Product Import to Market from Product Feed

Users can now set up synchronization of product and SKU data in the Market with their product feed data. This feature eliminates the need to upload a new YML file every time changes occur in your feed. The platform will automatically update the data in the Market according to the specified schedule. This import helps synchronize your online store's data with data in Altcraft Platform.

<Img
img="/uploads/product_import_to_market_858816c79f.jpg"
alt="Product Import to Market"
/>

To activate product import, click "Market" and choose "Scheduled product import." Provide the link to your product feed. If your file requires authorization, create a connection. Then, choose a schedule. You can also select additional import options if needed.

<Img
img="/uploads/schedule_product_market_6157276217.jpg"
alt="Scheduled Product Import"
/>

After the first run, the import history and information about the added products will be displayed in the table below. You can also view the status and number of errors that occurred during synchronization.

<Img
img="/uploads/status_and_number_of_errors_a1e7b82747.jpg"
alt="Synchronization"
/>

Full instructions for using scheduled import are available in the [guide](https://guides.altcraft.com/en/user-guide/market/products/feed-import/).

## Multiple Profile Capture in Scenarios

The latest update lets you capture profiles based on multiple conditions within a single scenario. This means you can handle different customer login situations without needing to create separate scenarios for each one. Each scenario can now include up to 10 conditions.

<Img
img="/uploads/multiple_profile_scenarios_5f86ee6a33.jpg"
alt="Multiple Profile Capture in Scenarios"
/>

Scenarios now provide statistics on captured profiles, including individual statistics for each condition. This feature allows you to analyze capture data from various business points.

For more information on configuring scenarios and their elements, please refer to the [guide](https://guides.altcraft.com/en/user-guide/automation-scenarios/9407058/).

## MTS OmniChannel Integration

A new provider for sending messages to Viber has been added — MTS OmniChannel. To connect Viber integration, go to the "Integrations" section in the main menu, choose the type — Viber. Select the provider for sending messages and follow the instructions. See the [guide ](https://guides.altcraft.com/en/user-guide/communication-channels/76808933/) for more on integration.

<Img
img="/uploads/mts_omnichannel_integration_aef4e622c9.jpg"
alt="OmniChannel Integration"
/>

## Conclusion 

In this article, we have briefly described the new features of Altcraft Platform. We recommend that you try it out as soon as possible. Our team will continue to improve the product to enhance your marketing strategies.

The Altcraft Platform marketing automation platform has regular updates. In the new article, read about product import to market from product feed, combined profile capture in scenarios, and MTS OmniChannel integration.

medium_updates.png

small_updates.png

thumbnail_updates.png

updates.png

New tools have been introduced in Altcraft. In the article, we talk about the integration with MTS OmniChannel, import to market from product feed and more.

Updates of Altcraft Platform: Import from Product Feed and Combined Profile Capture in Scenarios

Altcraft Platform Updates: Product Import to Market and MTS OmniChannel Integration

1. <Img
img="/uploads/support_chat_and_vk_ads_02ff1a89a6.png"
alt="Altcraft Platform Updates"
/>

Our team continues to develop and improve the product by adding new useful features. In this article, we will cover integration with VK Ads, a new provider in Viber, and support chat. 

## New Provider for Sending Messages to Viber

Previously, there was only one provider available for sending messages to Viber — Devino Telecom. With the latest update, we have added the option to send messages through SMS Traffic.

To set up integration in the main menu, open the «Integrations» section, and select the type – Viber. Select a provider for sending — Devino Telecom or SMS Traffic. Read the detailed instructions for setting up the messenger in the [**guide**](https://guides.altcraft.com/en/user-guide/communication-channels/76808933/). 

<Img
img="/uploads/new_provider_for_viber_73fa504883.png"
alt="New Provider for Sending Messages"
/>

## New Integration — VK Ads

[**Altcraft**](https://altcraft.com/en) is expanding its list of integrations with advertising platforms. In the recent update, the platform has introduced integration with VK Ads. Now you can synchronize the data of the platform's static segments with audiences in VK Ads. 

This means that you can transfer segments from the platform to VK Ads. This allows the service to leverage the profile data to identify your target audience and launch targeted ads specifically for them. Targeted advertising is a type of advertising that is displayed to social media users on the right-hand side of the page, in the news feed and stories, and is targeted to an audience with specific parameters.

### Connecting to the VK Ads™ account

For connection, you will need a VK Ad™ account with the «‎Advertiser»‎ status that has also been moderated by the service.

<Img
img="/uploads/vk_ad_9a4207fa53.png"
alt="VK Ad™ account for connection"
/>

First, you need to establish the connection on the platform. In the main menu, select «Settings» — «Connections» — VK Ads™ connection type. To add a new one, click «Create». A window for creating a new connection will appear. In the fields at the top of the screen, enter the name and description.

<Img
img="/uploads/vk_ads_connection_type_699188d01d.png"
alt="A window for creating a new connection in Altcraft Platform"
/>

In the cloud version of Altcraft Platform, when connecting VK Ads™, the service settings page will open in your browser. It will request permission for Altcraft Platform. Click «Allow access». Your connection will appear in the list of connections on the platform.

In the on-premises version, to connect your account, you need to provide your Client ID and Client Secret key. You can find these values in the VK Ads™ account settings under the «General» tab in the «API Access» section by clicking on the «Request API Access» button.

Once you have confirmed your contact information, you will receive access to your *client id*, which is used on the platform for the «Client ID» field. To copy the *client secret* value for the «Client secret key» field, click the corresponding button and save it. Once all the fields are filled in, click the «Connect» button.

Upon saving, you can proceed to configure the integration.

### VK Ads™ Integration into Altcraft Platform

In the Altcraft main menu, click on the "Integrations" section. Select the type — VK Ads™ — and then click the «Create» button at the top of the page.

<Img
img="/uploads/altcraft_main_menu_dee610934a.png"
alt="Altcraft Platform's main menu"
/>

You will see the integration creation window. By clicking the «Select connection» button, you can create a new connection or select an existing one from the menu. Next, on the «Basic Settings» tab, enter a Name and Description for the integration.

<Img
img="/uploads/new_connection_in_altcraft_1887c27491.png"
alt="The integration creation window in Altcraft Platform"
/>

In the «Integration Settings» section, you can select the database, export segments (up to 20), and the type of data to be transmitted. VK Ads™ supports the integration of the following data types:

- VKontakte ID;

- Email;

- Odnoklassniki ID;

- Phone numbers;

- Google Advertising ID;

- Device IDFA.

After selecting the type of data to be transmitted, you will see the window with a selection of fields from which information will be exported from the platform. Please note that the integration will only export data from the selected database.

<Img
img="/uploads/window_with_a_selection_of_fields_d544f4d50d.png"
alt="The window with a selection of fields from which information will be exported"
/>

The "Integration schedule" section lets you set how often the integration will run.

<Img
img="/uploads/integration_schedule_4f8c7b0ac7.png"
alt="Integration schedule"
/>

Upon successful integration, the settings page will display a section titled «Synchronized Audiences», where you can find a list of audiences transferred to VK Ads™. Additionally, the «Integration Statistics» section will provide detailed information regarding synchronization activity over the past week, including specific actions and any errors encountered.

<Img
img="/uploads/integration_statistics_8604d2523f.png"
alt="Integration Statistics"
/>

For full instructions, please refer to our [**guide**](https://guides.altcraft.com/en/user-guide/integrations/vk/).


## JIVO Support Chat in Altcraft Platform

The cloud version of the platform now features JIVO Chat, enabling you to seamlessly connect with the support team directly from within the interface.

**Why it is helpful:**

- Reduced question response time;

- You can work and communicate with support chat in one window;

- Analytics for the Altcraft team. This allows us to understand the most common difficulties faced by users.

<Img
img="/uploads/jivo_chat_d67f3055ac.png"
alt="JIVO Support Chat"
/>

## Conclusion

This article covered the latest updates and features we've added to Altcraft Platform. We hope you're already putting these new tools to work. And our team will keep improving the platform and making marketing magic happen.

*
*Product of Meta, recognized as an extremist organization in Russia.*

The Altcraft Platform has new features for ease of use. In a new article, we talk about integration with VK Ads, a new provider for Viber and support chat.

medium_support-chat-and-vk-ads.png

small_support-chat-and-vk-ads.png

thumbnail_support-chat-and-vk-ads.png

support-chat-and-vk-ads.png

The Altcraft Platform introduces new features. In the article, we will analyze the new integrations and the support chat.

Platform Updates: New Integration, Provider for Sending to Viber and Support Chat

Altcraft Platform Updates: Support Chat and VK Ads

<Img
img="/uploads/altcraft_platform_updates_d352e54754.png"
alt="Altcraft Platform Updates"
/>

The Altcraft team keeps enhancing and refining the platform. This time, we'll delve into the new scenario editor, resource unsubscribe settings, bulk operations, and the latest improvements to split testing.

## New Scenario Editor

Scenarios serve as programs to automate marketing processes. The platform now features an enhanced editor specifically designed for working with scenarios. While the underlying logic remains unchanged, the process of creating scenarios has become significantly more user-friendly.

In terms of the scenario elements, they remain the same but are now neatly organized into four categories. You can find the section with elements in the upper-left corner of the panel.

<Gallery>
<GalleryItem
original="/uploads/scenario_editor_then_e752f84f52.png"
thumbnail="/uploads/scenario_editor_then_e752f84f52.png"
description="Scenario Editor on Altcraft Platform — then and now"
/>
<GalleryItem
original="/uploads/scenario_editor_now_8dec8ed5b1.png"
thumbnail="/uploads/scenario_editor_now_8dec8ed5b1.png"
description="Scenario Editor on Altcraft Platform — then and now"
/>
</Gallery>

In the updated editor, you can effortlessly move elements and create connections. The toolset, featuring "Apply Alignment" and "Fit View," aligns the scenario’s elements and makes sure the elements fit within the visible area of the workspace. 

<Gallery>
<GalleryItem
original="/uploads/applying_alignment_4513d0e1ad.png"
thumbnail="/uploads/applying_alignment_4513d0e1ad.png"
description="Applying Alignment"
/>
<GalleryItem
original="/uploads/alignment_2f51c72846.png"
thumbnail="/uploads/alignment_2f51c72846.png"
description="Applying Alignment"
/>
</Gallery>

The interfaces for elements such as Update Profile, API Call, JSON Filter, Import to Database, and Distribution Node have been enhanced.

Moreover, in the editor, you can now check which profiles are currently in the element and remove them from the scenario. This can be effortlessly accomplished in the real-time statistics mode, where numbers above the elements indicate the current profile count in each element.

<Img
img="/uploads/real_time_statistics_11ac64dfb0.png"
alt="Real Time Statistics in Altcraft Platform"
/>

## New Resource Unsubscribe Settings

A resource is a tool for organizing customer subscriptions to content through specific communication channels. To unsubscribe, users can click on the provided unsubscribe link. Now, the unsubscribe settings can be changed directly within the resource itself.

<Img
img="/uploads/resource_unsubscribe_settings_2c19590ab6.png"
alt="New Resource Unsubscribe Settings"
/>

**Instant unsubscribe without confirmation** is the default setting. In this scenario, when a user clicks on the unsubscribe link, they are taken to either the system or custom unsubscribe page, and their status changes to "Unsubscribed" right away.

**Delayed unsubscribe** works by having users click on the unsubscribe link, leading them to a page where they can either confirm or cancel the unsubscribe. If no action is taken within the specified timer duration, their subscription status will automatically switch to "Unsubscribed."

Moreover, an additional unsubscribe setting has been introduced for the Email channel. If the [**unsubscribe doesn't happen through the link in the email**](https://altcraft.com/blog/how-to-win-back-email-subscribers) but through the email client's unsubscribe mechanism (via List-Unsubscribe), the recipient will be redirected to the specified URL automatically.

## The Bin and Bulk Operations

To enhance user convenience on the platform, bulk operations for objects are now available. For most objects, this includes assigning groups, tags, and moving them to the bin. Additionally, you can bulk activate and deactivate campaigns, [**forms**](https://altcraft.com/features/forms-and-surveys), pop-ups, scheduled imports, and integrations.

<Img
img="/uploads/the_bin_and_bulk_98397e65ed.jpg"
alt="The Bin and Bulk Operations"
src="Bulk Operations and the Bin on Altcraft Platform"
/>

Among other features, the platform now features the bin where deleted items are placed. You can either restore them or permanently delete them at any time by navigating to the relevant section.

## Updated Testing

A/B/n testing involves sending multiple message templates to a portion of the audience, comparing their effectiveness, and sending the winning template to the rest.

One method for determining the winning template is based on user choices. Previously, users had to open additional windows containing analytical reports to make decisions.

In the Altcraft Platform update, all crucial metrics for templates are now visible in the template winner selection window. This streamlines the process of choosing the most suitable template.

<Img
img="/uploads/updated_testing_01101319d5.png"
alt="Updated Testing"
src="Updated Testing on Altcraft Platform"
/>

## Conclusion

This was a brief overview of the new features of [**Altcraft Platform**](https://altcraft.com/en). We hope you are already benefiting from the enhanced features. Our team will continue working on improving the product to empower you in bringing your ideas to life.

Updates have appeared in the Altcraft Platform. In the article, we talk about the new scenario editor, settings for resource unsubscribing, bin and bulk operations, and more.

medium_altcraft-platform-updates.png

small_altcraft-platform-updates.png

thumbnail_altcraft-platform-updates.png

altcraft-platform-updates.png

New tools have been introduced in Altcraft Platform. In the article, we talk about the new scenario editor, bin and bulk operations and more.

Platform Updates: New Scenario Editor, Resource Unsubscribe Settings and Quick Template Selection

Altcraft Platform Updates: New Scenario Editor and Quick Template Selection

<Img
img="/uploads/altcraft_updates_tag_manager_3f90256abf.png"
alt="Platform Updates: Pop-ups, Tag Manager and Image Gallery"
/>

Altcraft Platform is committed to development: the appearance of Pop-up windows and Tag manager, also updating the gallery. Introducing new tools in the platform will help you collect leads and also easily make changes on the site using the Tag manager.

Today we will tell you more about the updates to our platform.

## Tag Manager

**Altcraft Tag Manager** is a tool to help online marketers. It allows you to manage HTML tags and JavaScript code without involving developers. You'll be able to create, add and update code fragments on your site to track user's activity and feed data into the platform. Our manager works similarly to Google Tag Manager.

**Today we will tell you more about the updates to our platform.**

A **container** is a wrapper where all tags, triggers and variables are stored. This is the main code that is added to the site and is responsible for activating tags.

A **tag** is a fragment of a code that performs a specific function (for example, displaying a pop-up to site visitors).

A **trigger** is a specific condition for a tag to fire. For example, a trigger could be a button click or a page loading.

A **variable** is a parameter to which values are passed. It is used in both triggers and tags.

The appereance of Tag manager we will show you later

## Pop-up windows

What is a pop-up? It is a window that appears on a site on top of the main content. It is necessary to attract the user’s attention and encourage him to take a targeted action: subscribing to a newsletter, offering a discount or promotion, collecting applications, etc.

You can create a pop-up in a visual editor. You can place a code of a finished pop-up on your website pages. An easier option is to use Tag manager. Tag manager's triggers will help you quickly set up conditions for a pop-up to appear on your site.

### How to create a pop-up

Go to the **“Weblayer”** section, select **“Pop-ups”** and create a new pop-up:

<Img
img="/uploads/creating_a_popup_b22c650d3a.png"
alt="Creating a pop-up in Altcraft Platform"
/>

Next, you have several types of pop-up available:

- A **pop-up modal** appears in the center of the screen and attracts a user's attention as it darkens the background of the web page. As a rule, it is needed to collect email contacts;
- A **floating bar** is located at the top or bottom of the page. Visible on a screen even when scrolling a page. Suitable for informing users about news or special offers;
- A **slider** appears in the lower right corner of a browser. It is the least intrusive and does not interfere with viewing the content of the site. It is a small window for displaying additional information, suggestions or feedback forms;
- A **page takeover** takes up the entire screen. Site users will definitely not miss this information.

<Img
img="/uploads/type_ecbbe2e0d6.png"
alt="Choosing the type of pop-up window in a business automation platform"
/>

The platform already has several templates ready. Select any of them, and then change the design, text and other elements of the pop-up in the editor.

<Img
img="/uploads/setting_1_1a84fc18f6.png"
alt="Choosing a template for a pop-up and changing its design"
/>

Next, go to the **“Actions”** section. Here you can configure the import of users who filled out the pop-up form into the profile database.

<Img
img="/uploads/setting_2_4baa4685af.png"
alt="Ability to customize user import"
/>

All that remains is to publish your pop-up on the site. There are two ways to do it. First way is adding a script to a site page manually or adding a script through a Tag manager. The second way is easier because it allows you to place a container code once on a website page. All further settings are specified in the platform interface.

### How to add a pop-up to a website using Tag manager

To add a script using the Tag manager, save a pop-up and go to the “Appearance” section. Click the Bind button and select a container. Enter a tag name, set activation settings and restrictions. Next, select a trigger (a condition for triggering the tag).

<Img
img="/uploads/trigger_2_3b8bc75899.png"
alt="Trigger selection example"
/>

Save a tag. The specified condition for displaying a pop-up will be displayed in the **“Appearance”** section.

<Img
img="/uploads/creating_a_popup_4e079a84d0.png"
alt="Setting up a popup on a website using Tag manager"
/>

Save a pop-up and publish it. Go to the linked container and click **Publish**. Select Publishing and creating a new version. Ready!

<Img
img="/uploads/making_changes_d850963ebb.png"
alt="Saving and publishing pop-ups using Altcraft Platform"
/>

You can analyze the results by pop-ups in the **“Analytics”** section.

<Img
img="/uploads/analytics_42bb1bc8ed.png"
alt="Pop-up analytics section available in Altcraft Platform"
/>

## Gallery update

The platform's gallery interface has been updated. Folders have appeared for more convenient organization of images. You can also now select multiple objects and delete or download them.

<Img
img="/uploads/new_gallery_8ec1048afe.png"
alt="New version of the gallery in Altcraft Platform"
/>

## Conclusion

We talked about the latest updates to our platform. We hope these new tools will help you improve your marketing strategy. If you have any questions or suggestions, please share with us. We are always happy to receive feedback.

New tools have appeared in Altcraft Platform. In this article we talk about pop-ups, tag manager and updated gallery.

medium_altcraft_updates_tag_manager.png

small_altcraft_updates_tag_manager.png

thumbnail_altcraft_updates_tag_manager.png

altcraft_updates_tag_manager.png

New tools have been introduced in Altcraft Platform. In this article, we talk about Pop-ups, Tag manager and updated gallery.

Platform Updates: Pop-ups, Tag Manager and Image Gallery

Updates of Altcraft Platform: Pop-ups, Tag Manager and Image Gallery

<Img
img="/uploads/image3_e1a68879d7.png"
alt="RFM Analysis: What It Is and How to Do It"
/>

There are two main ways to work with customers: attracting new ones and communicating with existing ones, motivating them to make repeat purchases. The second option is cheaper, but it is important to understand how to communicate with the customer base to generate more revenue.

This is where RFM analysis comes in. It evaluates users based on the sum, frequency, and recency of purchases. As a result, marketers can understand which category of customers to make individual offers to, which customers to show additional products to, and which customers to reactivate. This simple method is used to find the most profitable customers and those who are at risk.

In this article, we will look at what RFM analysis is, its advantages and disadvantages, how to conduct it manually and with the help of technical tools.

## What is RFM analysis and why to manage it


RFM analysis is a [**customer segmentation technique**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) based on their purchasing behavior. The goal is to identify the most valuable customers who bring the company the most revenue. Typically these are loyal customers. 

The database is divided into three categories based on:

- **Recency:** the time since the last purchase. Different products may have different recency thresholds. For example, if a customer last bought your brand of shampoo six months ago, it is significant because shampoo is a consumable product. However, buying winter tires for a car one year ago is not considered an old purchase because tires are typically used for more than one season.



- **Frequency:** how often a customer makes purchases.



- **Monetary value:** how much a customer spends on the company's products.


RFM analysis is reuired to develop an action plan and communication strategy for each user category.


RFM is compared to the Pareto principle, where 20% of efforts give 80% of results: loyal customers bring in more money than new and casual customers, although marketing budget is also spent on them. Therefore, customer analysis is important for cleaning up the database and redistributing resources to avoid wasting efforts.


Additionally, RFM segmentation is useful for planning future advertising campaigns, specifically for:


- personalizing offers;



- reminding customers about a new purchase if the previous one was a long time ago;



- presenting [**additional products**](https://altcraft.com/blog/what-is-cross-selling) when a customer orders at a low price point.


This way, the company spends less on increasing its customer base, as the existing audience is profitable.


## Pros and Cons of RFM Analysis

### Pros:


- **Opportunity to gather data for predicting customer behavior.** If you know that a group of customers makes purchases every 2-3 weeks with a low average check, you can remind them of a new purchase when the time comes.



- **RFM analysis is a helper for personalization.** If a customer does not make high-check purchases, there is no need to offer them expensive products.


- **Savings in marketing budget.** Attracting and warming up new leads is expensive, while working with existing ones reduces costs.


- **Selection of an audience for advertising campaigns.** Based on historical RFM data, marketers can predict which offers a customer will respond to and which ones they will ignore. If a user only chooses luxury segment goods, showing them advertising of a low-cost product is not effective.


- **Easy analysis, which does not require special efforts and skills.** Only time is needed for data collection and processing, if you do segmentation manually. RFM [**automation**](https://altcraft.com/en) tools make the process faster.

### Cons:


- **RFM analysis of the customer database does not take into account the context of purchases (such as seasonality) and customer characteristics (such as demographics).** Such data is also important for offering products.



- **RFM segmentation will not bring results when there is a small amount of initial data.** The database for analysis should be at least ten thousand people.


- **It is not suitable for companies that sell large and expensive products.** For example, real estate is usually purchased once or twice in a lifetime, so customers are unlikely to return for a new apartment after a year.


- **Data has to be updated and the analysis repeated, as customers can move from one segment to another.** The standard period is once every six months, but if there are rapid changes in sales, it is worth doing it once every two months.

## How to do RFM analysis

### Step 1. Collect the database


Data can be accumulated in *Excel*, *Google Sheets*, or marketing management systems. The database for analysis should contain customer names, contacts, information on frequency, recency, and the amount of all purchases made by that person.

### Step 2. Indicate the scale for segmentation


Each of the three RFM criteria is ranked on a scale from 1 to 3 (a standard variant). Before the analysis, a description for the ratings should be made. An example is given in the table.

<Table>
|Criterion | Description of the scale |
| ------ | ------ |
| Recency | 1 – the client made a purchase long time ago; 2 – average recency; 3 – a recent purchase |
| Frequency | 1 – buys seldom; 2 – average frequency of purchases; 3 – buys often |
| Monetary value | 1 – insignificant amount of money; 2 – average amount; 3 – expensive purchases |
</Table>


Sometimes criteria can be further detailed. For example, for the description "the client made a purchase a long time ago", it is convenient to add a specific time frame, such as "1-2 years since the last purchase", and so on for the others.


The scale from 1 to 3 is considered standard, but it can be expanded to 10. However, this will increase the number of segments, and such an RFM analysis will take more time.


### Step 3. Evaluate each customer by RFM


This is the most time-consuming step if the analysis is done manually. Using the chosen scale, assign scores to each user based on recency, frequency and monetary value.


As a result, each customer receives a three-digit score. For example, a customer with an RFM score of 221 has made purchases relatively recently, occasionally returns to make purchases, but spends very little.


*Here’s an example of the table for evaluation.*


<Table>
| Client | R | F | M | Specification |
| ------ | ------ | ------ | ------ | ------ |
| Client A | 1 | 1 | 2 | A customer who buys seldom and with long intervals between orders. Brings an average amount of money. |
| Client B | 2 | 2 | 1 | This customer purchases with average frequency and without particularly long gaps. They only choose inexpensive items. |
| Client C | 3 | 3 | 3 | It’s the most profitable customer who makes high-cost purchases frequently and with a short time lapse between them. |
| Client D | 1 | 3 | 2 | They haven't made purchases in a while, although previously ordered frequently with a decent average order value. |
</Table>


### Step 4. Divide segments into groups


With a scale of 1 to 3, there can be 27 segments. Similar ones should be combined into a single one to simplify the work.


Possible groups of customers:


- **Most profitable.** They buy a lot and often, are loyal and with a sufficient LTV. The highest score in the category is 333.



- **Regular customers with average performance.** They do not always buy often and a lot, but they are loyal to the brand and still come back. The highest score in the category is 222.



- **Risk group.** People who bought only once or order very rarely and spend little. The most unprofitable customer will receive a score of 111.


### Step 5. Make a decision


After evaluating and classifying customers, marketers decide which approach to take for each group.


For example, the most profitable customers can be offered exclusive loyalty conditions (333, 332, and so on). An activation email campaign can be sent to users who haven't made a purchase for a long time (111, 112, and others). For regular customers with a small average purchase amount (such as 321), additional products and conditions can be selected [**to encourage them to buy more**](https://altcraft.com/blog/5-marketing-techniques-to-push-customers-to-buy).


## RFM-analysis in Altcraft Platform


[**Altcraft Platform**](https://altcraft.com/en) is a platform that automates RFM analysis and collects data on the context of purchases. The tool collects information on the frequency, recency and monetary value of orders, as well as on the activity of customers across different channels (SMS, email, push notifications, and others). Additional data on the opening of promotional mailings, actions in applications and on websites, and participation in [**loyalty programs**](https://altcraft.com/blog/customer-loyalty-program) will indicate what led the customer to make a purchase and what hindered it.


The purchase amount for analysis is tracked on external resources: websites, social networks, applications, CRM. Altcraft Platform pixels record the completion of goals (for example, making a purchase at a certain value), which are configured inside the platform. The monetary value selection condition for the RFM analysis scale is also set here: total goal value is less than/greater than/equal to a certain value N.


<Img
img="/uploads/image2_0f67217d32.png"
alt="Configuring based on monetary value criterion"
src="Configuring based on monetary value criterion"
/>

The frequency of actions and the duration between them are tracked. To do this, goal completion parameters are set. For example, purchases that occurred at least once within twenty days are taken into account in the analysis.

<Img
img="/uploads/image4_78130f29ff.png"
alt="Configuring based on frequency of action"
src="Configuring based on frequency of action"
/>


Next, segments are created based on the data. Customers are assigned to a particular segment based on the following criteria:


- whether the user currently meets the selection criteria now or met the criteria in the past;



- how many times during a period the customer met the specified criteria.



<Img
img="/uploads/image1_1914462a72.png"
alt="Configuring the segments"
src="Configuring the segments"
/>


## Conclusion


RFM analysis is used to evaluate customers based on recency, frequency, and monetary value. The most profitable customers are selected from the database and offered exclusive deals, while special promotions are offered to less important customers to increase their average order value. Passive customers are usually reactivated.


The main advantages of RFM analysis are increased revenue from existing customers and cost savings in marketing budgets (it's cheaper to work with existing customers than to attract new ones). However, this method is suitable for companies with a sufficiently large customer base and those whose customers make regular purchases.


Customers are evaluated on a scale from 1 to 3, where 1 is the worst score and 3 is a high score. The resulting segments are then divided into groups: the most profitable customers, less important customers, and the risk group. A strategy is developed for each group.


The analysis can be done manually (using *Excel* or *Google Sheets*) or through marketing automation tools (such as Altcraft Platform), which speed up and simplify RFM segmentation.

The main advantages of RFM analysis are increased revenue from existing customers and cost savings in marketing budgets.

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Discovering ways to better know your customers for efficient work with them?

RFM Analysis: What It Is and How to Manage It Correctly

RFM Analysis: What It Is and How to Manage It

<Img
img="/uploads/BLOG_oblozhka_kejsa_2_08e171407b.png"
alt="From 8% to 15%: How Cuva Implemented Personalized Marketing and Achieved Better Sales Results"
/>

[***Cuva***](https://cuva.ru/) is a service of gift certificates for vacations in hotels throughout Russia with an open date. The recipient chooses where and when to go. Such a service is unique in this country. *Cuva*'s rating on *Yandex* at the moment is 5.0.

## Why they chose Altcraft Platform

### *Cuva* was seeking for a tool that would meet the following criteria:

- ability to set up customer communication at all stages of the Customer Journey Map with minimal involvement of IT specialists;


- a convenient HTML editor with cross-cutting fragments;


- integration of other communication channels if needed;


- sending and receiving API requests in scenarios.

Furthermore, there was a need for ongoing technical support assistance.
[***Altcraft CDP platform***](https://altcraft.com/en) met all the needs and was able to solve the main issues. The *Altcraft* team set up the platform within two weeks, and the marketers started working.


## Results

**Setting up various scenarios for automating interactions with the service's customers**

### A welcome chain

Welcome emails are an important element of email marketing. Such a chain is implemented so that the business immediately informs the customer about its work. The main goal is to establish trust from the beginning of the introduction and thereby work with customer loyalty.

**How the scenario was performed**

We placed a form on the website, and after filling it out, visitors received an email with a promo code for a ₽500 discount on purchasing a certificate. If a person did not take advantage of the offer, we sent them a reminder about the discount after seven days.

### Upselling

After the customer has made a purchase, it is important to stay in touch with them and regularly remind them of your business. It is essential to interact with customers in a non-intrusive way so that upselling does not seem too pushy.

**How this strategy was implemented**

A month after the first purchase, the customer was offered to place the next order with a discount. The promo code was valid within the restricted time. If the buyer did not respond to the offer, they were reminded of the discount.

<Img
img="/uploads/Do_prodazhi_011ef0acfa.png"
alt="Upselling"
/>

### Reactivating customers 

Reactivation brings customers back to interacting with the business. Additionally, reactivation is necessary in order to:

- increase sales;


- save budget on email marketing;


- improve the reputation of the IP address.

**How the strategy for [customer reactivation](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) was implemented**

Thanks to deep segmentation in the *Altcraft Platform*, subscribers were analyzed by activity. Those who had not opened emails in the last nine months were removed from the database. The rest were then divided into the following segments:

1. those who had not opened emails in 3 months;


2. those who read emails but did not click on links;


3. those who opened emails, clicked on links but did not make another purchase in six months.

The first segment was sent a secret email with useful content. The second segment was sent a survey, the answers to which made it clear what subscribers wanted to see in the mailings. The third segment was given a promo code with a limited time discount.

### Omnichannel marketing

Omnichannel marketing, as well as multichannel, uses multiple channels to communicate with potential customers. However, unlike the latter, in omnichannel marketing, all the channels are synchronized. An omnichannel strategy is impossible without a special system in which all the data is stored. *Altcraft Platform* became such a system for *Cuva*.

**How was omnichannel implemented**

We set up an automation scenario to synchronize the work of the call center and email channel. Now, hot leads — those who opened the email but did not make a purchase — are transferred to the call center, where operators help them complete the deal.

The scenario involved three steps. First, we sent an email with a promo code to subscribers. Then we checked whether the recipient opened the email or not. If opened, it means they are interested. The data of these subscribers were then passed to the call center through the API call node.

<Img
img="/uploads/Prodazhi_cherez_call_center_a824134143.png"
alt="Sales via call center"
/>

### Connecting a Telegram channel/Telegram bot 

The volume of *Telegram* traffic in Russia stands at 68% today, and by these figures, the messenger has long surpassed WhatsApp*. When you have such an effective lead generation tool at your disposal, it's hard to resist. 

The *Telegram* channel, along with email newsletters and a *VK* group, has become a platform for the team to inform subscribers about interesting places to travel and share attractive promotional offers.

Currently, the channel is actively developing. In the future, they plan to use *Altcraft Platform* to automate posting in the *Telegram* channel, as well as sending newsletters to subscribers' direct messages.

## How marketing has changed during the collaboration with Altcraft

CRM marketing is based on analyzing customer behavior. With *Altcraft*'s CDP, key data is collected in one place and personalized offers are created for each segment based on that data. Then, these offers are delivered through a user-friendly channel.

This approach has a positive impact on sales. **Over the past year, the share of sales realized through CRM marketing tools has increased from 8 to 15%.**

The email channel shows the highest conversion rate. For example, **on Black Friday, 54% of revenue came from subscribers who purchased a certificate after clicking a link in an email.**

## Future plans 

1. **Connect the SMS channel.** Email newsletters are more focused on useful content, while SMS messages are suitable when it is necessary to promptly inform subscribers of important information. For example, to talk about limited promotions or remind them that the certificate expiration date is approaching.


2. **Assign tasks directly in AmoCRM.** We want to automate the process of transferring the request to the CRM system. When a client is active in messages (opens, clicks), a new task is instantly created in AmoCRM. Then the sales department picks up the interested lead.


3. **Track user behavior before their first purchase.** Tracking user behavior before their first purchase is one of our top priorities. It's important for us to understand what motivated the user to place an order. What hotels did they view? Did they compare locations? Did they purchase a certificate right away or return after some time? By collecting this data, we can improve the customer journey and personalize our email campaigns.

**The product belongs to Meta, a company recognized as extremist in Russia.*

Cuva is a Russian company selling gift certificates for vacations in hotels. Collaborating with Altcraft Platform they increased sales from 8% to 15%.

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Seeking a right decision for your business to catch up with the competitors? Want to study what they do right now to win?

Cuva: Better Sales Results via Personalized Marketing

From 8% to 15%: How Cuva Implemented Personalized Marketing and Achieved Better Sales Results

<Img 
img="/uploads/obnovlenie_altcraft_platform_2023_3e621ca927.png"
alt="Altcraft Platform updates: machine learning, new reports and WhatsApp"
/>

Altcraft Platform continues to evolve. This post will highlight the new features that have been added to the platform over the last year, including integrations, enhanced analytics, and machine learning capabilities — and there's more to come.

## Analytics

In our previous platform update article, we announced our plans to transfer all analytics to ClickHouse, a database management system designed for the quick processing of SQL queries in real-time. Our migration to ClickHouse is now complete, and we'd like to share the new functionality that's available as a result.

### New reports

The platform now has two new analytical tools: the channel report and the traffic report. 

The channel report provides data on all events tracked in campaigns, including message delivery and open rates, reads and clicks, subscriptions, complaints, unsubscribes, and other metrics. With this report, you can [**gauge the effectiveness of each communication channel**](roi-romi-roas-difference) and pinpoint the strengths and weaknesses of your strategy.

<Img 
img="/uploads/channel_report_example2_7bf11ab4be.png"
alt="New reports"
/>

The traffic report allows you to obtain valuable data on subscriber traffic. You can create a report based on a specific traffic source, such as a channel, tracking pixels, or forms. The report is built on hits, which are a unit of traffic measurement. A hit is counted when a user's action on the website results in a request being sent to the server. For example, if the traffic source is a channel, a click on a message would be considered a hit, while for a pixel, registering a goal would be a hit.

<Img 
img="/uploads/traffic_report_example_320a99a814.png"
alt="Traffic report"
/>

**What features do the two new reports share?**

**1. Customization.** Create a report tailored to your needs by selecting only the relevant parameters and metrics. Use filters to remove irrelevant data and focus on key metrics. A three-level detailed analysis can help you delve deeper into the information you've gathered.

**2. Saving.** Weekly reports often require analyzing the same information. You group the data, set filters, choose a time period, and then repeat all these steps again in a week. Now you can avoid this. Save the current report settings and get the required statistics in a couple of clicks at any time.

**3. Comparison.** Let’s say, you're testing a new email template and want to compare its conversion rate to the old one. Build a report on the email channel and group data by templates. Then, select the templates you want to compare and use the comparison mode to see how the metrics (opens, clicks, and other metrics) have changed.

<Img 
img="/uploads/comparsion_mode_a568bce0fa.png"
alt="Comparison mode in new reports"
/>

### Form analytics

We don't just create new analytics tools, we also improve old ones. This time, we've significantly revamped our web form analytics. In addition to statistics on form views and completions, you can now [**analyze respondent answers**](customer-satisfaction-survey-mistakes). Individual user responses can be found in the "Collected Data" section, while an overall summary for each question is available in the "Analytics" section. We believe these enhancements will help you process customer feedback and requests more efficiently, ultimately increasing their loyalty.

<Img 
img="/uploads/form_analytics_example_ed8ab77016.png"
alt=""
/>

## New communication channel — WhatsApp*

Now, you have the ability to engage with your subscribers on WhatsApp*. With a message open rate exceeding 90%, according to TextBack data, it's no surprise that many companies are utilizing this channel to keep their customers informed of important events, order status changes, or upcoming activities.

To [**send personalized messages to WhatsApp users**](whatsapp-newsletters), you'll need to use the WhatsApp Business API. In Altcraft Platform, integration with this API is facilitated through the official provider, [**360dialog**](https://www.360dialog.com/). You will be required to fill out an application form, verify your company on Facebook, and confirm your phone number to use this integration.

After all the formalities have been taken care of, the integration of the Altcraft Platform with 360dialog can be set up. It is important to note that message templates must be created in the 360 Client Hub, and not in our platform. Once you have connected, these templates will become available in the Altcraft Platform editor.

<Img 
img="/uploads/whatsapp_templates_45e90ff899.png"
alt="WhatsApp integration via 360dialog"
/>

All you have to do is fill in the variables, and the template can be used in campaigns.

<Img 
img="/uploads/whatsapp_template_filling_in_893717fe86.png"
alt="WhatsApp integration via 360dialog"
/>

Currently, the platform only supports the sending of HSM templates. These templates are used to initiate a dialogue with the user and require prior approval from Facebook.

## Best time to send messages

The journey of a thousand miles begins with the first step, and our journey to full-fledged machine learning started with the best time to send messages. Now, you don't have to guess when to deliver a message to your subscriber. Machine learning algorithms will do it for you.

Based on the uploaded model, the algorithms will analyze the history of message opens in your campaigns and select the best time to send for each profile in your database. The best time is the day of the week and hour when the subscriber is most likely to open the message.

To access this functionality, enable machine learning in your database and wait for the first data calculation. The algorithms will only choose the optimal sending time for profiles with a history of at least one week. We will show you what to do next with an example.

Let's say that every Monday you share the latest book releases with your subscribers. You used to send one message to the whole audience at 10 am, but now you want to send the message to each subscriber at a time that works best for them.

First, create a dynamic segment that selects the best delivery time based on the "current time" condition. 

<Img 
img="/uploads/ml_segment_example_a5cd1d6d47.png"
alt="Segment by best send time"
/>

Then, configure a regular campaign to run every Monday, every hour, and select the dynamic segment you created as the recipient. This segment will be calculated before each send, so profiles that have the best delivery time as the current hour will be included. As a result, each subscriber will receive the message on Monday at the optimal time for them.

<Img 
img="/uploads/regular_campaign_scheldule_ba94114dd7.png"
alt="Regular campaign settings"
/>

You can also set up sending messages at a convenient time for subscribers using a scenario. The new "Waiting for the best delivery time" node works almost like the "Pause" node, but it takes into account machine learning data. The profile won't move on to the next step of the scenario until the optimal time or day for sending them a message arrives.

By sending messages to customers at a time that works best for them, you can improve the CTR and Open Rate of your email campaigns, and reduce the number of unsubscribes and complaints.
Google Ads integration

Our team is continuously expanding the list of integrations with advertising platforms, and we're excited to announce our latest addition: Google Ads. 

You can now sync customer data from static segments in Altcraft Platform with audiences in Google Ads. To get started, link your Google Ads account with our platform through the connection and set up the integration.

<Img 
img="/uploads/integrations_c0c1e147d4.png"
alt="Google Ads integration"
/>

Once your customer data has been uploaded, you can [**leverage it to launch targeted ads**](what-is-retargeting) on Google Search, Gmail, YouTube, and other platforms of the contextual media network.

## Two-Factor Authentication

Security is the cornerstone of our platform, and we regularly take measures to improve it. This time, we have added an extra level of account protection — 2FA or Two-Factor Authentication. 

Users can enable 2FA at their profile security settings. Once activated, logging in to the platform will require not only a login and password but also a one-time code generated by a special application. 

## Conclusion

We hope this brief overview of the new platform features has given you some ideas on how to use the functionality to enhance your marketing strategy. If you have any questions or suggestions for improving the platform, please feel free to [**share them with us**](mailto:sales@altcraft.com).

**Product of Meta, a company recognized as extremist in the Russian Federation.*

Read about the latest updates in the Altcraft marketing automation platform. WhatsApp channel, custom reports, best send time to send messages and more.

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For those who have been waiting for updates in our platform for a long time.

Altcraft Platform Updates: ML, New Reports, WhatsApp

Altcraft Platform Updates: Machine Learning, New Reports and WhatsApp

<Img 
img="/uploads/case_premier_cad4ee7d2a.png"
alt="Case: PREMIER online cinema and Altcraft Platform"
/>

Online cinema PREMIER, part of Gazprom-Media Holding, was founded in 2018. It is a streaming service for movies and TV series. Today, more than two million subscribers watch the latest movie releases on PREMIER.

## Results achieved

### Altcraft Platform has been implemented into business workflows and all communication channels has been collected in one platform

PREMIER was looking for software that could be customized for specific business tasks and deployed on the company's servers. They chose the on-premise solution of Altcraft Platform which ensured complete security of customer data in the holding's digital environment. [**Qvant**](https://qvant.ru/) helped quickly deploy the platform in Gazprom-Media Holding.

Previously, disparate direct marketing tools were a headache for PREMIER. However, now it has all communication channels in one place. This allows the business to work effectively with data and automate interaction with customers in various online channels.

The platform made the work in direct channels transparent and reduced the **time spent on sending campaigns from three hours to one**.

<Img 
img="/uploads/reduced_time_51f19b2d4a.png"
alt="Reduced time spent on sending campaigns"
/>

The company also received an unlimited plan for the amount of data stored and the number of messages sent. PREMIER replaced several services with a single platform and significantly reduced marketing costs.

### Broadcasts, trigger campaigns and scenarios for automating interaction with service users have been set up

Through detailed segmentation, users were divided into separate groups based on their subscriptions.

Then the marketing team set up personalized email broadcasts for each segment. Here is the content they send:
 
- movie recommendations;
- new sports channels;
- new releases of movies and TV series;
- other.

Deep segmentation made it possible to send personalized messages to customers, interact with them at the right time and track the effectiveness of communications. For six months of work in the email channel, PREMIER has achieved the following results:

- Open Rate increased by 3% (from 5% to 8%); 
- Click Rate increased by 0.4% (from 0.3% to 0.7%).

<Img 
img="/uploads/open_rate_click_rate_856e18f203.png"
alt="Open Rate and Click Rate"
/>

The [**push channel**](mobile-marketing-101-push-notifications) was not overlooked either. Users who install the PREMIER app receive push notifications about new releases.

<Img 
img="/uploads/premier_push_996325d21b.png"
alt="PREMIER push notifications in the mobile app"
/>

PREMIER marketers also set up scenarios and trigger campaigns. When a user leaves contact details on the site, these details are sent to Altcraft Platform via API requests. After that, the trigger fires and the user receives an SMS message with a code to confirm registration. As a result, PREMIER deals only with high-quality leads and lets users who are not interested in their service go.

<Img 
img="/uploads/case_premoer_scenario_58b4e11b76.png"
alt="PREMIER automation scenario"
/>

## What has been done to achieve the results

The Qvant team deployed and configured the platform on PREMIER servers in a month.

The company integrated a corporate SMS gateway and a Viber gateway. So marketers got the opportunity to work with familiar tools.

The company's marketers transferred all customer information to the platform. Now all data obtained from online sources is stored in a single customer profile.

Thanks to [**deep segmentation**](how-and-why-to-segment-target-audience), which partners from Gazprom-Media Data helped set up, the PREMIER team created micro-personalized campaigns. Now subscribers receive only the offers they are interested in.

Depending on the goals, different types of campaigns are used: broadcasts and triggers.

The company analyzed the launched campaigns and improved the marketing strategy based on the results. Detailed analytics helped to identify gaps and fix them.

According to PREMIER specialists, Altcraft Platform has made marketing processes simpler and clearer.

## What our client says

> We were looking for a solution that we could implement into the business infrastructure, so we contacted the Altcraft team. Their technical support helped to quickly figure out how to work in the platform. With the help of the platform, we have reduced labor costs and made the work in direct channels clearer. We plan to continue cooperation with the company and increase the number of customers.

> Rinat Sibgatullin

> Head of Qvant Communications Platform

Check out the PREMIER online cinema case study. The marketers have collected all communication channels in one place, set up campaigns and automated scenarios.

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Check out what results the online cinema has achieved using Altcraft Platform.

How PREMIER Reduced the Time to Send Campaigns to 1 Hour

Case Study: How PREMIER Set up Broadcasts and Automation Scenarios and Reduced the Time for Sending Campaigns to 1 Hour

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Reduced push notification opt-out rates, increased OR, saved working hours

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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