RFM analysis
Learn how to develop tactics for engagement and customer purchase optimization using RFM analysis
Module purpose
Recency, frequency, and monetary value are important metrics used to identify a company or organization’s best customers.
This module will show you how to use this powerful technique for email marketing, particularly in transactional businesses such as catalogue retailers, travel, financial services and subscription services.
How is the Learning Path structured?
- Objectives
- RFM analysis overview
- The key metrics: Recency, Frequency and Monetary Value
- Assigning RFM values
- Additional methods of reviewing online customer behaviour
- Lifetime value calculations
- RFM in action
- Summary
Learning Objectives
- Correctly apply RFM as a behavioural segmentation technique for email marketing campaigns.
Any Paid Membership is required
This module is in the Email Marketing and Automation Learning Path
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