RFM Score

Recency-Frequency-Monetary (RFM) is a predictive model used to generate scores for guests based on their visitation history, providing Marketing Cloud users with a high-level indication of a guest's resort habits. For each guest, the RFM model considers three factors relative to all other guests in your resort database: time passed since last visit (Recency), regularity of visits (Frequency), and dollar amount spent during visits (Monetary). Each factor is assigned a score ranging from 1–5, and all three factors are combined to produce a guest's overall RFM score:

RFM scores appear in the Customer Lookup, List Builder, and Reports features of Marketing Cloud.

The RFM predictive model calculates a guest's score for each factor in relation to all other guests in your resort database. The results resemble a bell curve with the majority of guests receiving an average score of 3 for any given factor:

  • 5 – Top 10% of guests (90th percentile and above)
  • 4 – Next 20% of guests (70th – 89th percentile)
  • 3 – Middle 40% of guests (30th – 69th percentile)
  • 2 – Next 20% of guests (10th – 29th percentile)
  • 1 – Bottom 10% of guests (9th percentile and below)

A guest's individual factor scores are then combined to create their aggregate RFM score. By this model, a guest with an RFM score of 15 is ideal because they have been given a score of 5 for all three factors. RFM scores are recalculated and updated on a weekly basis.

RFM scores appear in the Customer Lookup, List Builder, and Reports features of Marketing Cloud. Depending on the Marketing Cloud feature, you can use RFM scores to learn more about a specific guest, refine search results, or analyze trends across your entire customer base.

When editing a customer profile, you can select RFM Score to be one of the traits displayed beneath that customer's personal information.

You can also select any of the three individual factor scores to be displayed beneath that customer's personal information.

When creating a new list, you can select RFM Score from the Traits table and enter a score or range of scores by which to refine your list.

Depending on the overall goal of your query, you can also select any of the three individual factors (Recency Score, Frequency Score, or Monetary Score) from the Traits table and enter a score or range of scores by which to refine your list.

Several reports in the General category use RFM scores to produce results including the RFM Score Card Report, RFM Performance Report, and Net Promoter vs. RFM Score Report.

RFM Score Card Report

RFM Performance Report

Net Promoter vs RFM Score Report

The RFM Score Card Report compares the RFM score of all guests in your base on two specified dates. The RFM Performance Report shows the dollar amount spent by Family Keys who held a particular RFM score during a specified date range. The Net Promoter vs RFM Score Report shows how many guests with a particular RFM score gave a particular Net Promoter Score when completing a resort survey.