RFM Decile Analysis

RFM Decile Analysis

The RFM Decile Analysis analyzes customers based on three main variables: recency, frequency, and monetary value to segment high-value and low-value customers.  

This analysis can be used to  

• Determine how much revenue or purchases high-value customers are driving compared to low-value/lapsed customers 

• Breakdown purchase frequencies across deciles to understand how often high-value and low-value customers are shopping  

• Test retention strategies to re-engage lapsed and at-risk customers 

• Build lookalikes for high-value customer acquisition 

First-party transaction-level data is required for the RFM Decile Analysis. Please work with your account representative to align on data inputs for this report.

Click on the Activate button, which will take you directly to the audience that you can target, or you can build a lookalike audience off that audience directly.