Ready to move beyond one-size-fits-all marketing? This course is for aspiring business analysts and marketers who want to unlock the power of customer data to drive real-world financial results. You will master the RFM (Recency, Frequency, Monetary) model, a powerful technique used by leading companies like Starbucks and ASOS to understand who their best customers are and why. Through a series of practical, hands-on spreadsheet activities, you will learn to transform raw transaction data into actionable customer segments.
Segment Customers, Boost Profitability
Segment Customers, Boost Profitability
This course is part of Customer Analytics & Intelligence Specialization
Instructor: LearningMate
Included with
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
2 hours to complete
Flexible schedule
Learn at your own pace
What you'll learn
Segment customers with RFM to find high-value groups and measure campaign profitability lift to optimize marketing investments.
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Recently updated!
February 2026
Taught in English
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This course is part of the Customer Analytics & Intelligence Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 2 modules in this course
In this module, you’ll learn the foundational concept of customer segmentation through the powerful RFM model. Learners will discover why a one-size-fits-all approach to marketing is inefficient and learn to transform raw transaction data into actionable customer segments. By the end of this module, you will have calculated RFM scores and classified customers into distinct groups, setting the stage for targeted marketing and analysis.
What's included
2 videos2 readings2 assignments
Building on the segments created in Module 1, this module focuses on a critical business question: Did our marketing campaign actually work? Learners will move beyond vanity metrics to calculate the true financial impact of a campaign. You will learn to measure the incremental revenue and profitability lift for each customer segment, enabling you to prove the ROI of targeted strategies and make data-backed recommendations for future resource allocation.
What's included
2 videos1 reading3 assignments
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