Shows the RFM status of a visitor on his last visit.

It is a profile dimension, which means that a depiction over time is usually not useful.

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.

Additional Information

Training chapter Extended user-centric analyses