The method of modified RFM-analysis as a tool to ensure economic sustainability

Abstract

In the process of development of society, the problem of sustainable development has always been relevant for any subject of the economy. It affects areas such as social progress, economic development and environmental responsibility. In addition, sustainable development is directly related to the macro and micro level of the economy of any country. In this regard, it is necessary to analyze the current situation to meet this need. The article presents the MRFM-analysis method. It includes segmentation of customers who have made at least one purchase. This approach is based on classic RFM-analysis. According to the method, the segmentation of Zenit LLC clients for 2019 and 2020 was carried out, the clusters were characterized and recommendations were given for further work with each cluster.