RFM

Yeah, and look, it's sort of a cliche, but the recency frequency monetary principle still applies, whether you're a furniture retailer, you know, white goods to a coffee bar, it doesn't actually matter.

The RFM still applies, but you need the information to be able to know, you know, what a customer's doing, how recently they shop, how much they spend, you know, what's their frequency.

So yeah, data is absolutely key.

Look, thank you so much for joining us today, John.

And how does the segmentation piece work to prevent that creepy feeling?

It relies on calculating what's called an RFM score, recency, frequency, and monetary value, and combining it with a behavioral profile.

Okay.

The system shouldn't just impulsively react to a single click on a pricing page.

So we've built the unified database.

We've mapped the shadow funnel.

We've built the trigger workflows based on these behavioral RFM scores.

But as we look ahead, we are stepping way beyond just creating complex if/then logic trees.