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Online companies want to gain more understanding about their customers, to enhance better marketing strategies and uplift their business through data analysis. RFM analysis allows you to analyze important behaviours based on simple 3 dimensions: Recency, Frequency and Monetary. The output can be used to increase customer retention, customer engagement and targeted marketing. At the bottom of this article, you find the link for copying the marketing automation flow that I'm going to explain. The Marketing Automation flow starts when you "inactive" a contact and send an email for feedback request.