Speaking of audience profiling and segmentation , we could not leave aside one of the best-known models in the field of e-commerce, that of the RFM matrix which allows to have a clear vision of the relationship between customers and the company.
In fact, this model allows a score to be assigned to each client, a quality spain cell phone number list score, based on three benchmarks:
Recency: the time that has passed since the last purchase;
Frequency : the number of purchases made by a customer;
Monetary: Total customer spending during the reporting period.
The RFM model is based on the Pareto model, according to which 80% of revenue is generated by 20% of its customers , for whom it becomes important to identify the best customers to retain them over time.
According to the RFM method, customers who have purchased recently, more frequently and spent more over a given period are much more sensitive and responsive to promotions and communications, and therefore to purchases.
Once the different user groups have been identified (VIP users, at-risk users, users who buy frequently but spend little, users who buy frequently, spend a lot but have not bought for a long time, etc.) it will be possible to create ad hoc strategies to re-engage them, increasing their value over time.