Who shows up, not just who spends
RFM tells you who spends; engagement tells you who shows up. A digital-engagement score for every customer, held apart from spend and built from the same data, and it always shows its reasons.
Where it sits: The axis RFM leaves out. It reads sessions, breadth and recency of activity, and pushes an engagement score into Braze as an early-warning and activation signal.
The axis RFM leaves out
RFM measures money: recency, frequency and value of spend. Engagement measures behaviour — sessions, feature breadth, activity — so a customer who shows up but has not spent still reads clearly.
A score, with reasons
Every engagement score comes with its named factors, so a marketer knows why it reads high or low, not just the number.
Early warning and activation
Engagement fades before spend does, so a slipping score is an early warning; a rising one is a moment to deepen. It cuts both ways.
The same customers, through the engagement lens
The cast you met in RFM, re-read for digital engagement rather than spend. Tap any customer to see their full journey.
How often they show up, independent of what they spend
How often they show up, independent of what they spend
How often they show up, independent of what they spend
How often they show up, independent of what they spend
How often they show up, independent of what they spend