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Masterclasses at MarkHub24

MarkHub24 masterclasses are designed to bring industry insights and practical learning directly to students and young professionals. Led by experienced practitioners, these sessions cover emerging tools, real-world strategies, and modern skills across marketing, AI, and business, helping learners stay ahead in a rapidly evolving digital landscape.

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Customer Analytics with RFM Analysis: Who Are Your Most Valuable Customers?

In this practical masterclass, discover how marketers use RFM Analysis (Recency, Frequency, and Monetary Value) and Excel to turn raw transaction data into meaningful customer insights. Working with a diverse e-commerce dataset, you will learn how to analyse purchasing behaviour, measure customer value, and identify patterns that can inform smarter marketing decisions.

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What you will learn:

  • Understand customer analytics and the role of RFM analysis in marketing.

  • Use Excel PivotTables to summarise customer and transaction data.

  • Calculate and interpret Recency, Frequency, and Monetary Value.

  • Build customer segments using RFM scores.

  • Analyse customer value across acquisition channels.

  • Turn data-driven insights into actionable strategies for retention, loyalty, and reactivation.

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