What is RFM segmentation?
Frequently used in digital marketing, RFM segmentation is a segmentation method that classifies a brand's customers based on three key criteria: Recency (date of last purchase), Frequency (number of purchases over a given period) and Monetary (total value of purchases). This particular approach enables customers to be precisely targeted according to their past purchasing habits, with the aim of enhancing the personalisation of marketing campaigns.
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Our TrendBook, born from the fusion of our agency’s expertise, unveils four key trends shaping the media and advertising industry, carefully analyzed by our experts:
- How to capture consumers in the age of the Messy Funnel
- Why AI is emerging as a cultural revolution
- How television is evolving into a multifaceted medium
- Why influencer marketing has reached the age of maturity
