Predictive Segments based on RFM Analysis
For a process that’s critical for personalizing the user experience, user segmentation is still done manually. It’s typically based on hunches and guesswork, leaving a lot of money on the table.
With the new Predictive Segments, you'll be able to leverage the vast amounts of user data you're already collecting. We've introduced segmentation based on RFM (Recency, Frequency, Monetary) analysis.
As the name suggests, this assigns a Recency, Frequency, and Monetary score to each user and then clubs them into intuitive segments like Champions, Potential Loyalists, Price Sensitive, About to Sleep etc. This gives you insights into their behavior and propensity to purchase or churn, so you can define relevant engagement strategies for each segment.
Predictive Segments are actionable, which means that you can create custom segments or set up tailored campaigns from the same screen.
NOTE: Predictive Segments are available as part of MoEngage Analytics. You can contact your Account Manager to enable MoEngage Analytics if you'd like access to RFM analysis.
