Platform: Enolytics DTC

Summary:

What it is: Contact M Percentile shows where each customer ranks in spending compared to your entire customer base, expressed as a decimal from 0.0 to 1.0 based on their 2-year average order value. A score of 0.75 means they spend more than 75% of your customers, making this the "M" (Monetary) component of RFM customer segmentation.

How to use it:
• Identify your top spenders for VIP treatment, allocation releases, or premium wine club tiers by filtering for high percentiles (0.8 and above)
• Create targeted segments for different spending levels to personalize your marketing approach and product recommendations

Tip: Focus on customers in the 0.7-0.9 range—they're already good spenders with potential to reach your very top tier with the right engagement.

Note: Parts of this article were generated with AI and may not be perfect. If something looks off or could be better, click the 😞 below — it opens a quick chat so you can let us know.

Quick Stats:

A customer's spending rank compared to all other customers within the account, expressed as a value between 0.0 and 1.0. Calculated based on the customer's 2-year average order value (AOV), where higher values indicate higher spending patterns—for example, 0.75 means the customer spends more than 75% of the customer base. This percentile is a key component of RFM analysis and helps identify high-value customers for VIP programs, allocation offerings, and personalized marketing.

Contact Segmentation

Type: float

Format: ##0%