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With this procedure, customers are assigned to different groups based on fixed values. In terms of recency, for example, this would be the days since the last purchase. People who have purchased in the last 10 days receive a value of 5, those who have purchased in the last 20 days receive a value of 4, those who have purchased in the last 30 days receive a value of 3, and so on.

The higher the score, the more relevant the person or group is for marketing and your goal achievement. Classification based on quantiles: With a quantile, you C Level Contact List divide the measurement results into five groups of 20% each . This means that the results are less static than with fixed values ​​and can be used more flexibly for marketing. With an RFM analysis, 7 customer clusters can basically be formed: 1. Top customers This group buys currently and regularly and generates high to very high sales.



The top customers therefore play a particularly important role in your budget planning. 2. Active customers This group purchases currently and regularly and generates medium sales. 3. Growth customers and customers This group currently purchases partially and quite regularly and generates medium sales. It is particularly suitable for cross-selling and up-selling. When cross-selling, other suitable items are suggested to customers depending on the products they have purchased so far.