Hive Blog Using RFM modelling to generate successful customer segments

RFM (Recency, Frequency, Monetary) analysis is a proven marketing model for behaviour-based customer segmentation. It groups customers based on their transaction history - how recently and how often they bought, and how much they spent. It enables the marketer to divide customers into various categories or clusters who are more likely to respond to promotions [...]The post Using RFM modelling to generate successful customer segments appeared first on Hive Marketing Cloud.