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RPI vs. RFM: The Difference Between Real-Time and Near-Time Marketing

Evergage, Inc.

As marketers, we’ve come to depend on RFM – recency, frequency, and monetary value – as a factor in creating personalized engagements with customers. But while RFM can help you deliver personalized experiences, it rarely delivers on the increasingly critical promise of real-time marketing. RFM only provides marketers with a partial slice of the customer view. It only tells a portion of the story. At Evergage, we look beyond RFM and apply a different formula – RPI, or Relationship, Persona, and Intent. Together, these identifiers offer you a more immediately actionable view of the customer.

Tags : evergage, marketing technology, rpi, rfm, real time, real time marketing, customer experience, online marketing
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Published:  Apr 17, 2014
Length:  6
Type:  White Paper