What is the RFM ?

RFM= Recency + Frequency + Monetary

Recency: It's time for customers to make the most recent purchases.

Frequency: The frequency of customers shopping.

Monetary: The total amount of shopping customers make.

RFM Score

With RFM Score, you can segment your customers according to Recency, Frequency and Monetary. RFM Score Chart; Segment> Retention Analytics> RFM Score You can also display the chart for a specific segment or a specific channel.

RFM Segment

You can also use Recency, Frequency and Monetary values separately. Scoring is done for each criterion (R, F, M) 5. The highest RFM score is equal to the score of 15 and the lowest with 3 points. RFM Segment Graph; Segment> Retention Analytics> RFM Segment. You can also display the chart for a specific segment or a specific channel.

RFM Cluster

In RFM Cluster, according to the distribution of points in RFM scoring, the customer population is divided into 8 sections (VIP, Loyals, High Potential, New Comers, Worth Investing, At Risk, Watch Out, Lost). RFM Cluster; Recommend> Performance Dashboard or Target> Performance Dashboard.

Sections in RFM Cluster;

• VIP: It represents the highest RFM score. With this customers, you can share the developments about your brand and provide more products by offering complementary products.
  
  
• Loyals: This group with high RFM score has high brand loyalty. You can increase your brand loyalty by making submissions on Loyalty campaigns.
  
  
• High Potential: It represents the customers with the potential to make more purchases. In order to make more purchases to the customers, you can send discounts, free shipping and campaign offers based on their previous purchases.
  
  
• New Comers: It represents the mass that has just made new purchases and has not yet developed a brand loyalty. Customers should not be sent after the first exchange and wait a while. Then you can send the campaign about the products they have purchased in their latest purchases, or send an e-mail with the instructions for the products they have purchased.
  
  
• Worth Investing: It represents thecustomers that you need to win back in the way of shopping, but less and less shopping. In order to regain the customers, you can offer a coupon code or a free shipping opportunity that can be used within a certain time period.
  
  
• At Risk: Represents customers who are at high risk of losing. You can increase brand loyalty through campaign submissions with special discount offers.
  
  
• Watch Out: It represents the customers you are about to lose. In order not to lose the audience, you can analyze the final purchases of the audience and send information e-mails about new discount campaigns for the products they purchase.
  
  
• Lost: Represents the customers you lost. Be determined to win the audience. You can offer personalized discount vouchers at regular intervals to regain the audience.

e-RFM

Unlike traditional RFM, e-RFM (Engagement, Recency, Frequency, Monetary) targets not only existing customers but also potential customers. Apart from purchasing activities with e-RFM, you can also analyze the behaviors of customers on the website to create the right audience.

What is the e-RFM ?

e-RFM= Engagement + Recency + Frequency + Monetary

Recency: It's time for customers to make the most recent purchases.

Frequency: The frequency of customers shopping.

Monetary: The total amount of shopping customers make.

Engagement: Visitor loyalty.

Parent Topic: Retention Analytics