Page 13 - AeM_October_2020

RESEARCH
ANALYSIS
TRENDS

Customer analytics made easy

There are numerous methods of identifying customer The term RFM is an abbreviation for R = Recency, F =
groups or segments analytically. Apteco, a true expert Frequency and M = Monetary that raises the questions:
in this field, picked two of these methods - the RFM and • How long has it been since the last purchase?
the Pareto analysis – to assist us in understanding • How often have there been purchases in total?
customer data without having to be a statistician.
• How much revenue was generated?
RFM analysis

13 October 2020: Experience Economy: customer-centricity & cross-channel customer interaction