Understanding RFM Mechanics
RFM for Email is enabled automatically for accounts provisioned after 19D. For accounts provisioned prior to 19D, please log in to My Oracle Support and create a service request to request access to this feature.
As of the Oracle Responsys 22A Update, RFM is also available for SMS and Mobile App for accounts enabled for those channels.
In this topic, learn about RFM mechanics and terminology (see also Steps to understanding RFM):
RFM Personas
RFM Personas for profiles are determined using the R Score and F Score of that profile. For example, members of the Champions persona must have an R Score of 3 or greater as well as an F Score of 3 or greater.
| RFM Persona | R Score | F Score |
|---|---|---|
| Champions | 3, 4, 5 | 3, 4, 5 |
| New | 4, 5 | 1, 2 |
| Promising | 3 | 1, 2 |
| Can't Lose | 1, 2 | 3, 4, 5 |
| At Risk | 1, 2 | 2 |
| Lost | 1, 2 | 1 |
Scores and how they are calculated
RFM uses the following scores to characterize personas:
- Recency (R) Score:
- For Email: The Recency Score for profiles is calculated by leveraging a weighted combination of a profile's opens, clicks, and conversion recency on email campaigns.
- For SMS: The Recency Score for profiles is calculated by leveraging a weighted combination of a profile's clicks and conversion recency on SMS campaigns.
- For Mobile: The Recency Score for a profile for each Use Case is calculated as follows:
Push Engagement: Leveraging a weighted combination of the profile's open and conversion recency on push campaigns.
In-app Engagement: Leveraging a weighted combination of the profile’s open and click recency for in-app campaigns.
Message Center Engagement: Leveraging a weighted combination of the profile’s display, open, and click recency on message center messages.
- Frequency (F) Score:
- For Email: The Frequency Score for profiles is calculated leveraging a weighted calculation of a profile's count of opens, clicks, conversions, and send events for email campaigns.
- For SMS: The Frequency Score for profiles is calculated leveraging a weighted calculation of a profile's count of clicks, conversions, and sent events for SMS campaigns.
- For Mobile: The Frequency Scorefor a profile for each Use Case is calculated as follows:
Push Engagement: Leveraging a weighted combination of the profile's open and conversion recency on push campaigns.
In-app Engagement: Leveraging a weighted combination of the profile’s open and click recency for in-app campaigns.
Message Center Engagement: Leveraging a weighted combination of the profile’s display, open, and click recency on message center messages.
- Monetary (M) Score: The Monetary Score for profiles are calculated by factoring their total purchase value with a specific campaign.
Micro-segments
Micro-segments are the different combinations of R and F scores, and they are represented by the colored tiles in the RFM dashboard. Whereas a persona has a range of R Scores and F Scores (for example, a Champion's R Score and F Score each range from 3 to 5), a micro-segment will have one value for its R Score and one value for its F Score. For example, there are two micro-segments for the At Risk persona: one micro-segment has profiles with R1 and F2, and the other micro-segment has profiles with R2 and F2. There are a total of 25 micro-segments on the RFM dashboard.