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The clearest explainer of the segmentation framework every serious retention program eventually builds on, recency, frequency, monetary value, from a major customer-engagement platform that lives and breathes this.
Understanding RFM Segmentation: A Marketer's Guide
From braze.com by Braze
- Score customers 1-5 on recency, frequency and monetary value to build actionable buckets.
- Recency is typically the strongest single predictor of who responds to your next campaign.
- RFM needs no fancy data science, it runs off order history you already have.
