Client value analysis
Clients are categorised according to recency of purchase for the client value analysis (RFM: recency, frequency, monetary value).
We evaluate how often a client has made a purchase within a specific period and how much the client spent. The outcome provides an insight into the client’s value over an 8-year period.
Recency: when did the client last make a purchase?
Frequency: how often are purchases made?
Monetary: how much did the client spend?
Objective? To ascertain the value of clients in order to make effective marketing choices.