# Overview

The Recency Frequency Monetary (RFM) model predicts the timing, frequency, and amount a customer will likely spend over their entire subscribed history. Predictive RFM takes the classic RFM model and adds a forward-looking layer so you can understand not just past customer behavior—but what’s likely to happen next, creating new pathways for bespoke message campaigns.

RFM is available as an attribute in the [Audience Builder](https://support.cordial.com/hc/en-us/articles/115005532168) and [Contact Profile](https://support.cordial.com/hc/en-us/articles/360057876832).

Contact your CSM to enable the RFM model in your account.

> **Use cases**  
> - Use RFM to identify top prospects, shaping bespoke retention strategies around them  
> - Catch buyers before they churn with personalized re-engagement efforts, check in messages, and value props  
> - Use the RFM model alongside the [Engagement Momentum model](https://support.cordial.com/hc/en-us/articles/36122729003917) to target low-scoring contacts with personalized offers, exclusives, and win-back messaging

## Prerequisite

You need to have order data flowing into Cordial using our [JavaScript Listener](https://support.cordial.com/hc/en-us/articles/360016285852) in order to use the RFM model.

## How future RFM is predicted

Cordial Edge factors in a customer's purchase history and lifespan (so far) to predict their future RFM. RFM data is refreshed on a daily basis via Data Job.

## Available values

Cordial Edge places contacts into the following categories:

- **High:** above the 75th percentile of RFM  
- **Medium:** between the 25th and 75th percentile  
- **Low:** below the 25th percentile  
- **No purchase:** contacts who have no recorded purchases

## Use RFM

RFM is an array of strings: `crdl_ai_recency_frequency_monetary_category`

- Once enabled in your account, you can [use it to build audiences in the Audience Builder](https://support.cordial.com/hc/en-us/articles/36180961126413-Recency-Frequency-Monetary-RFM#BuildRFMaudience).
- You can also [view RFM in each contact's Contact Profile](https://support.cordial.com/hc/en-us/articles/36180961126413-Recency-Frequency-Monetary-RFM#ContactRFM).

## Build an audience with RFM

1. Navigate to **Contacts > Audiences** and select **New** or edit an existing audience.  
2. Under rules, type in **Cordial AI** or locate it under **Attributes**.  
  
3. Click on **Cordial AI Recency Frequency Monetary Category** or drag it into the **Include Contacts** section.  
4. Enter the desired RFM— **high**, **medium**, or **low**—to load applicable contacts.  
5. Click the **Actions** button and select **Save**.  
  
6. Once your audience is saved, you can select it when creating or editing messages across channels.

## View a contact's RFM

1. To view RFM for an individual contact, navigate to **Contacts > Contact Profile** and select the contact.  
2. Click the **Attributes** tab and locate the Cordial AI RFM attribute.