Now Available: 3 Key Updates to RFM Metrics


Damian Trzebunia

In recent months, we added RFM (Recency, Frequency, Monetary Value) Metrics in Bronto Labs to help you drive more revenue by remarketing to your current customers. Basically, we automatically calculate 6 RFM (Recency, Frequency, Monetary Value) metrics for your customers based on their purchase history:

  • Average Order Value
  • First Order Date
  • Last Order Date
  • Last Order Total
  • Total Orders
  • Total Revenue

This data feeds into our segment builder so you can do things like:

  • Use Last Order Date to identify lapsed purchasers (those who have not purchased in a while) so you can re-engage them
  • Use Average Order Value or Total Revenue to segment your best customers and offer them rewards and special offers
  • Use Total Orders and Total Revenue to target those who have never purchased
  • Use Total Orders to identify and remarket to first-time buyers
  • Use any of these values to inform post-purchase emails

Over the last several weeks, we’ve made a few key updates to RFM Metrics:

1. Export RFM Metrics

If you have RFM Metrics enabled in Bronto Labs, you can now access these metrics through Contact Export, which will help you with reporting or other work outside of Bronto.

Export RFM Metrics

[Click on image to expand]

2. RFM Metrics in Contact Overview and Contact Order History

You can now see RFM Metrics for individual contacts on the Contact Overview page.

Contacts -> All Contacts -> [Click on a Contact]

RFM Metrics in Contact Overview

[Click on image to expand]

On a related note, when you have RFM Metrics enabled, the Total Orders and Total Revenue values are displayed within the RFM Metrics grid. When RFM Metrics are not enabled, the Orders and Total Revenue values show up under Performance.

You can also see them on the Orders (and RFM Metrics) tab.

Orders and RFM Metrics

3. readContacts API Call

Finally, you can now access RFM Metrics via the API with the readContacts call.

Like RFM Metrics? Let us know by posting a comment below.

Damian Trzebunia (Che-BOON-ya)
Product Marketing Manager
Bronto Software


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