---
title: "Target customer groups based on purchase behavior (RFM/RFE)"
slug: "create-segments-for-an-upsell-or-reactivation-campaign"
updated: 2026-01-09T13:58:21Z
published: 2026-01-09T13:58:21Z
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Target customer groups based on purchase behavior (RFM/RFE)

## Overview

This example shows how to target specific customer groups based on purchase behavior using RFM/RFE-based segments.

Behavioral analysis is defined in **Mapp Intelligence** and used for campaign activation in **Mapp Engage**.

The definition of customer groups is fully configurable and reflects business-specific interpretations of customer behavior.

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## Example setup

A marketer wants to address different customer groups based on how frequently and recently they purchase.

Instead of hard-coding behavioral rules in Engage, the setup relies on **RFM/RFE-based segments**. These segments classify contacts using dimensions such as **Recency**, **Frequency**, and **Monetary value** (or **Engagement** for non-purchase scenarios).

Mapp Intelligence provides both **predefined segments** (for example, segments based on frequency bias) and the option to define **custom segments** with fully configurable thresholds. The selected segment is then reused in Engage for campaign activation.

The following screenshot shows an Intelligence-based segment used in Engage.

![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/CleanShot 2026-01-09 at 14.57.50@2x.png)

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## Steps

1. Decide whether you want to use a **predefined RFM/RFE segment** (for example, based on frequency bias) or a **custom-defined behavioral segment**.
2. **If a custom definition is required**, create and save the segment in **Mapp Intelligence** by configuring your own RFM or RFE thresholds.

Predefined segments do not require this step.
3. In **Mapp Engage**, create a segment and **select the Intelligence segment** (predefined or custom) as the targeting condition.
4. Use the segment as the target audience for reactivation, upsell, or loyalty campaigns.

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## Notes

- RFM and RFE models provide a standardized framework for classifying contacts based on purchase or usage behavior, while threshold values and interpretations remain fully configurable.
- Behavioral modeling is handled in Mapp Intelligence, while Mapp Engage focuses on message delivery and activation.
- **Alternative:** If transaction tracking is implemented directly in Engage, built-in Purchase Insights can be used as a simpler option. Intelligence-based segments, however, offer greater flexibility and are commonly used when website tracking is available.

> [!TIP]
> ![](https://cdn.document360.io/554b9b98-6720-4d8b-9919-c7b203d72648/Images/Documentation/grafik(33).png)
> 
> Looking for a structured learning path?
> 
> Learn step by step in our Academy Course: [Mapp Intelligence - RFM and RFE Model](https://academy.mapp.com/catalog/courses/3777237).