Here are some of the objectives of customer analytics:

1. Customer segmentation: To divide the customer base into distinct

segments based on their behaviors, preferences, and demographics.
2. Customer retention: To identify customers who are at risk of leaving and
develop strategies to retain them.
3. Cross-selling and upselling: To identify opportunities to sell additional
products or services to existing customers.
4. Customer lifetime value: To estimate the potential revenue a customer
can generate over their entire lifetime and develop strategies to
maximize that value.
5. Customer satisfaction: To measure customer satisfaction and identify
areas where improvements can be made.
6. Campaign optimization: To analyze the effectiveness of marketing
campaigns and make data-driven decisions to optimize them.
7. Personalization: To create personalized experiences for customers based
on their preferences and behavior.
8. Fraud detection: To identify and prevent fraudulent activities by
analyzing customer behavior and transactions.
9. Forecasting: To use historical data to forecast future customer behavior
and trends.
10.Competitive analysis: To analyze customer behavior and preferences in
comparison to competitors and identify areas where the business can
differentiate itself.

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"Key objectives of customer analytics: From segmentation to competitive
analysis, leveraging data to drive customer retention, revenue growth, and
personalized experiences."

RFM analysis helps marketers find answers to the following questions:

 Who are your best customers?

 Which of your customers could contribute to your churn rate?
 Who has the potential to become valuable customers?
 Which of your customers can be retained?
 Which of your customers are most likely to respond to engagement
campaigns?