RFMR scores provide a solid data basis for clustering your customers and determining the segments mentioned above. Value ranges of qualitative segments sometimes differ significantly depending on data structure, thus they should not be determined statically but calculated dynamically. We provide a solution for that issue as well: Our dynamic clustering algorithm adapts your customer’s behavior and thus always creates optimal customer segments.

In addition to RFMR values, other customer characteristics can also be taken into account by our algorithm – such as touch point activities, length of stay or demographic data. There is plenty of information of the customer that can be relevant for the calculation of customer value or the assignment to a customer cluster.