This article shows you, how you can use the RFM/RFE model to set up a campaign in Mapp Marketing Automation.


Use the lifetime calculations, that are tracked by Mapp for each user in order to address them individually on your website. Mapp supports the RFM and RFE model - these are established scoring models, that focus on the purchase and visit behavior.

  • RFM – Rates the purchase behavior
    Recency: How many days have passed since the last order?
    Frequency: How many orders were there in total?
    Monetary: Which total revenue was created?

  • RFE – Rates the usage behavior
    Recency: How many days have passed since the last visit?
    Frequency: How many visits were there in total?
    Engagement: How many Page Impressions were generated in total?

The Principle of Value Spread in the RFM/RFE Model

For 3 measurement criteria 3 values are assigned each: 1 (bad), 2 (medium) or 3 (good). The underlying threshold values can be configured individually.

Examples for RFM/RFE based Target Groups

Mapp Intelligence provides some predefined segments (e.g. Big Spenders), that are based on the RFM and RFE model. Furthermore, additional target groups could be interesting:

  • Inactive buyers with a high total order value (RFM)
    Recency = 1
    Frequency = *
    Monetary = 3

  • Frequent visitors with many Page Impressions (RFE)
    Recency = *
    Frequency = 3
    Engagement = 3

  • Frequent visitors, that only purchase rarely (RFE + RFM)
    Recency = *
    Frequency = 3
    Engagement = 3

    Recency = 1
    Frequency = *
    Monetary = *

Segmentation in Segment Manager

Save these custom target groups as a segment in Mapp Segment Manager. Thus, they can be used for filtering in Mapp Intelligence and as a target group in Mapp Marketing Automation.

Example of a filter on all inactive buyers with a high total order value:

Setup of a Campaign in Marketing Automation

First, you should consider, how you want to address the different groups efficiently. Mapp Marketing Automation is divided into:

  • Onsite Marketing Automation
    allows an individual adaption of the own website/app

  • Offsite Marketing Automation
    is used for addressing users beyond your own website and in order to encourage them to return

Activate inactive buyers with high total order value, by placing higher bids at Google Ads or Facebook.

Please note: Mapp hands this information over, but is not able to delete the users at Google Ads or Facebook if they don't match the filter criteria anymore. This means the inactive buyer remains on the list, even though he is active again. Work with blacklists in Google Ads or Facebook, to consider these in the targeting.

  • Refer frequent visitors with many Page Impressions to your social media channels.
  • Offer discounts to frequent visitors, that only purchase rarely.

In general, you can use banners, Custom HTML, and layers in Mapp Marketing Automation for realizing an individual address. Consider, which element you want to use where.

For setting up the campaign, choose Mapp Marketing Automation > Campaigns > Create a new campaign.

Please see our documentation for a detailed description of the setup of campaigns.