Kiryutkin Artem Sergeevich
Applying the RFM model to modern organizations
ID number: J202213
Abstract: The article considers one of such marketing tools as RFM-analysis, its meaning, stage of implementation and disadvantages. It is an essential tool for customer segmentation, which is an important part of marketing, communication, and even operations management activities. Customer base segmentation allows you to develop unique marketing approaches for each group of customers. The point of RFM analysis is that customers who have bought a product or service once are more likely to make a repeat purchase
Key-words: RFM analysis; e-commerce; sales analytics; client base
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