Smart marketers recognize the importance of knowing their customers, segmenting correctly, and sending communications and offers that are specifically tailored to them. One of the most effective segmentation methods to empower marketers to analyze and action their customers’ behavior is using RFM modelling. Combining this with Movio’s AI-driven algorithms, cinema marketers can identify which movie each member is most likely to see, who is most valuable, and exactly what they need to do to get moviegoers into their theatre.

In this video, Dr Karthik Subra and Matthew Liebmann discuss RFM in detail; what it is, how can you use it, and what you can look forward to seeing in Movio Cinema.