The RFM Advisor page helps you keep your RFM parameters up-to-date and effective.

The eRFM parameters are used to create the right lifecycle segments for your business model. RFM Advisor helps you calculate the key thresholds and parameters that are needed for lifecycle analysis. Smart Insight will analyze and segment your customers based on the lifecycle stages and their purchase behavior. By using RFM Advisor, your lifecycle segments will be more precise and your analytics will be more accurate.

For more information, see Configuring the Emarsys RFM Advisor.