RFM Model for Marketing Cloud Strategy
Today, organizations have more data about their customers than ever before. The RFM model (Recency, Frequency, and Monetary) is a simple but powerful tool to help sift through consumer data and categorize customers based on measured behavior. Salesforce Marketing Cloud (MC) is a robust platform that allows your team to engage your customers with relevant and timely content. Together, organizations can use the RFM model and MC to maximize the lifetime value of each customer and increase customer loyalty.
In this guide, we discuss the RFM model and the importance of RFM scores. We also cover:
- How to use the RFM model to drive your customer segmentation strategy
- How to build your RFM model
- How to calculate RFM scores
- How to trigger automated campaigns in MC based on RFM scores
- How to use RFM scores for improved personalization
- How to sync MC data with BigQuery as part of an RFM strategy
