RFM Analysis - June's Free Tutorial - MBTN Academy
RFM analysis is a great and quick way to categorize your customers. Ultimately, the goal of using these different measures is to place your customers into groups that your company may want to treat differently.
RFM, CLV, Customer Categories, 80/20 rule
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RFM Analysis – June’s Free Tutorial

June’s free MBTN tutorial is RFM Analysis, which stands for Recency, Frequency, and Monetary (value). RFM analysis is a great and quick way to categorize your customers and an essential component of the marketing analytics / marketing metrics toolbox. Ultimately, the goal of using these different measures is to place your customers into groups that your company may want to treat differently. For example, using different promotional or sales activities or different price discounts. While RFM Analysis falls under our marketing set of modules, the concepts covered have important implications for finance and operations as well. RFM is also a great tool for small business – partially because it is easy to implement.

The tutorial will help you with the following topics:

  • What is the definition of recency with regard to a customer and how is it calculated?
  • What is frequency and how is it calculated?
  • What is monetary value and how is it calculated?
  • How do I determine appropriate ratings for RFM categories?
  • What are some examples of categories of customers I might use for my business?
  • How does RFM Analysis vary for different contexts – subscriber based (SAS), website and social media, and B2B?

The tutorial will walk through multiple examples of how it may be used in a small business context.  View the free tutorial at the link below.

Monthly MBTN Module – RFM Analysis

Remember, our modules also include problem sets to provide additional practice and feedback about these concepts.

The link will be available throughout June 2022.  Look for a new tutorial next month!

If you find this tutorial insightful, you might also consider the following additional resources:

Academic Brochure for Marketing Modules and Micro-Certifications

Marketing Bundle – includes all Marketing Modules and Micro Certifications ($59.95)

MBTN All Modules and Certifications ($99.95)

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