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Smarter RFM Segmentation: New Ways to Target and Analyze Customers

7 months ago by Product Team

We have introduced several enhancements to RFM (Recency, Frequency, Monetary) analysis and segmentation to give marketers more flexibility, precision, and actionable insights. These updates make it easier to create segments, define event-based models, and filter audiences by CLV and RFM scores.

RFM Segment Sentences

Creating RFM-based segments is now simpler and more intuitive. You can select RFM Segments or RFM Scores directly from the dropdown menu when building an Interactive Segment. Each filter automatically generates a readable sentence, making it clear which customers you are targeting before you launch your campaign.πŸ“Š

Learn more in the RFM Segment Sentences Help Guide.

Event-Based RFM Reports

You can now define custom RFM models based on events, attributes, and metrics that matter most to your business. Whether you want to use purchases, sign-ups, or other key actions, event-based RFM helps tailor segmentation to real customer behavior. The system also calculates Customer Lifetime Value (CLV) for each defined RFM type and updates the profile widget dynamically for better visibility. πŸ“

Learn more in the Event-Based RFM Report Help Guide.

CLV and RFM Score Filters

RFM Segments now include CLV (High, Medium, Low) and RFM Score filters. This allows you to refine segments with greater accuracy, filtering by recency, frequency, and monetary values using a range of operators. CLV has also been relocated from Predictive Analytics, making it fully aligned with the defined RFM models.πŸš€

Learn more in the CLV and RFM Score Filters Help Guide.

How to get started

  • To use RFM Segment Sentences, go to Audience > Segments > New > Interactive, then choose RFM Segments in the filter section.

  • To create Event-Based RFM Reports, go to Analytics > RFM Analytics and define new custom RFM types based on your chosen events.

  • To apply CLV and RFM Score Filters, set them in the RFM Segments filter while creating an Interactive Segment.

    For detailed guidance, visit our Help Guide.