3.3 RFM Analysis — building target lists
The four drop-downs across the top filter the list. The Number of Customers count updates with every change, and the download icon exports the filtered list to Excel, band names included.
| List | Recency | Frequency | Monetary | Price Sensitivity |
|---|---|---|---|---|
| Protect | Best | Best | Best | All |
| Win back | Poor | Above Average | Above Average | All |
| Safe for a price rise | All | Best | All | Insensitive |
| Handle with care | All | All | Best | High |
A win-back list. Customers who used to buy often and well, but have not bought lately.