URM - Customer RFM Group
Shows the RFM status of a visitor at the end of the analysis period.
Utilization of the RFM model (recency, frequency, monetary) enables website visitors to be analyzed based on their previous purchase behavior.
- RECENCY: number of days since last purchase
- FREQUENCY: number of orders, total
- MONETARY: sales, total
Each criterion is assessed based on individual settings. (1 = poor, 2 = average, 3 = good). This results in customer value segments, which can be used for appropriate marketing measures, among other things. Thus, the RFM group "333" equals the best possible visitor group.
The individual threshold values for assessing the criteria can be defined under Mapp Q3 > Configuration > System Configuration > Account.
Please note that the calculation of the URM - Customer RFM Group always relates to the end of the chosen analysis period.
Training chapter Extended user-centric analyses