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In marketing, recency refers to the amount of time elapsed since a customer’s last purchase. This is measured based on the precise date of that purchase recorded in the database. Recency is crucial information for customer segmentation and targeted promotional activities. For example, it allows businesses to target inactive customers to re-engage them, while avoiding over-soliciting those who have recently made a purchase. Recency is therefore one of the key parameters in the arsenal of marketing strategies.

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