Recency, frequency, monetary value is a marketing analysis tool used to identify a company's or an organization's best customers by using certain measures.
The RFM model is based on three quantitative factors:
- Recency: How recently a customer has made a purchase
- Frequency: How often a customer makes a purchase
- Monetary Value: How much money a customer spends on purchases
The moment of the customer defined as:
- Vips: The customers with max score in RFV
- Valiosos: The least percentual of customers with 20% of the revenue
- Potenciais: 30% of the customers with the highest revenue
- Descompromissados: The rest of the customers
- Entrantes: 0 - 30 days
- Manutenção: 31 - 100 days
- Recuperação: 101 - 200 days
- Inativo: 200 days >
The shorter the time, the more valuable
| Group | Range |
|---|---|
| 4 | <= 45 days |
| 3 | > 45 days and <= 75 days |
| 2 | > 75 days and <= 120 days |
| 1 | > 120 days |
The more orders, the more valuable
| Group | Range |
|---|---|
| 4 | > 5 orders |
| 3 | > 3 orders and <= 5 orders |
| 2 | > 1 orders and <= 3 orders |
| 1 | <= 1 order |
The higher the value, the more valuable
| Group | Range |
|---|---|
| 4 | > R$ 1.266,50 |
| 3 | > R$ 560,40 <= R$ 1.266,50 |
| 2 | > R$270,00 <= R$560,40 |
| 1 | <= R$270,00 |