RFV is a widely used customer segmentation method leveraging three important customer attributes:
Recency: Customers last purchase instance.
Frequency: The number of times customer has made a purchase
Monetary: The total amount customer has spent with the brand RFV segmentation helps marketers to understand their customers in a simple and intuitive way leading to better engagement strategies. For eg. Frequentists are customers who come very often but their basket value is not too huge. We can send them ATV stretch coupons to increase their basket value.