Send in the Clones: Finding Your New Best Customers

4 Min Read By Dan Dawes

Customer behavior changes are being driven by COVID-19 -- Segments that were once predictable are nowhere to be found. New customers are popping up that weren’t even on the radar. It’s tough for marketers to get a grip on all of this, but with adversity comes opportunity, right? The fact is, marketers can figure out these changes easily, fast and with actionable insight. An enhanced  Recency, Frequency, Monetary Value (RFM) analysis can score their best customers to create a lookalike audience. The enhanced RFM analysis produces targetable segments with a few new data points that identify your most valuable customers now. “Now” being the important part of the equation. Your most valuable customers nowprobably aren’t the same as six months ago, so looking at today’s data is more important than ever. That is how we create the enhanced RFM analysis: we take a separate cross-section of customers.

 For example we conducted a survey that revealed customers who dine…