RFM is a common heuristic used to measure customer value. The abbreviation ‘RFM’ stands for ‘recency,’ ‘frequency,’ and ‘monetary value.’ Given the common business knowledge that most of a firm’s business comes from a relatively small number of clients (e.g. the 80/20 rule or the Pareto Principle), it is very much in your firm’s interests to identify those customers and to spend one’s marketing budget more economically. Using the CrossEngage platform, you can segment your users by RFM value, even if you don’t have a dedicated Business Intelligence analytics software!