The following example uses RFM rankings to identify prospects for a specific campaign.
Interpreting recency rankings
In this case, low values correspond to the most recent transactions.
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Interpret these rankings as: ■ 1 – Received within the last day ■ 13 – Received from 2 to 13 days ago ■ 25 – Received from 14 to 25 days ago ■ 37 – Received from 26 to 37 days ago ■ 49 – Received from 38 to 49 days ago ■ 61 – Received from 50 to 61 days ago |
Interpreting frequency rankings
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Interpret these rankings as: ■ 1 – Donated once ■ 5 – Donated from 2 to 5 times ■ 10 – Donated from 6 to 10 times ■ 15 – Donated from 11 to 15 times ■ 20 – Donated from 16 to 20 times ■ 25 – Donated from 21 to 25 times |
Interpreting monetary value rankings
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Interpret these rankings as: ■ 250 – Amount donated is 250 or less ■ 500 – Amount donated is 251 to 500 ■ 750 – Amount donated is 501 to 750 ■ 1500 – Amount donated is 751 to 1500 ■ 2000 – Amount donated is 1501 to 2000 ■ 2500 – Amount donated is 2001 to 2500 ■ 3000 – Amount donated is 2501 to 3000 |
