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Understanding RFM Analytics

Use the RFM Analytics (RFM) module of the iMIS Marketing Suite to predict a customer's response to a marketing campaign based on the customer's transaction history. Research proves that a customer is more likely to respond to an organization's marketing campaign if the customer recently transacted with the organization. The more money a customer spends with an organization and the greater the frequency of the transactions, the more likely the customer will respond positively to the organization's marketing campaign by purchasing or giving.

RFM Analytics works with and enhances the Segmentation module by identifying a campaign's most - and least - receptive customers based on previous behavior. RFM analysis ranks and organizes your customer population into specific groups according to the relative recency, frequency, and monetary scores of their transactions. RFM module administrators and managers define the RFM analyses, and authorized users query the results of the analyses to generate lists of probable customers for your organization's marketing campaigns. These lists then can be assigned to campaign source codes on the Definition tab of the Source Code Portfolio. The RFM module is accessible from the left navigation bar of the iMIS Marketing Suite.

In This Section

Key Features: RFM Analytics

Task Map: RFM Analytics

Defining RFM Analyses

Concepts and Terms: RFM Analytics

See Also

RFM Analytics

Implementing RFM Analytics

Creating RFM Analysis Definitions

Generating Analysis Results


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