User Guide

RFM Analysis

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Analysis

RFM Segments

In the first tab of the “Analysis” screen, you’ll find the RFM Segments chart, which visually maps customer segments based on their Recency and Frequency scores. The vertical axis represents the frequency score, while the horizontal axis represents the recency score.

The table displays segments such as Cannot Lose Them, At Risk, Lost Customers, Loyal, Champions, Need Attention, Promising, About to Sleep, and New Customers. Each segment shows both the number of contacts and their percentage relative to the total.

  • Champions: Bought recently, order often and spend the most. These are your best customers and need to be rewarded. Think beyond marketing and engage with them on a personal level.
  • Loyal: High spending, frequent shoppers, potential champions. Amplify their loyalty and make it viral; create referral programs that reward them and their friends.
  • New Customers: Bought most recently, but not often. Start building relationships by providing onboarding support and special offers to increase their spending.
  • Promising: Spends frequently and a good amount but the last purchase was a while ago. Offer personalized recommendations and relevant promotions to turn them into loyal customers.
  • Need Attention: Average recency, frequency and monetary scores. Offer personalized recommendations, limited time offers to keep them engaged with your brand.
  • About to Sleep: Below average recency, frequency and monetary values. Will lose them if not reactivated. Send personalized recommendations and offers to reconnect, provide helpful resources.
  • At Risk: Similar to "Cannot Lose Them" but with smaller monetary and frequency value. Provide helpful resources, send personalized offers to win them back.
  • Cannot Lose Them: Made the largest orders, and often. But they have not returned for a long time. Bring them back with relevant promotions, win-back campaigns, and surveys to find out what went wrong and avoid losing them.
  • Lost Customers: Made the last purchase a long time ago. Revive interest with reach out campaigns.

This segmentation helps you quickly assess customer engagement patterns and identify where to focus your marketing and retention efforts.

Revenue by RFM Score

The “Revenue by RFM Score” section provides a detailed breakdown of customer segments based on their RFM classification and their contribution to your revenue. Each row represents a segment such as Champions, Promising, or At Risk, and includes the number of contacts, their percentage share of all contacts, total revenue generated, percentage of total revenue, Average Order Value (AOV), and Average Customer Lifetime Value (AVG. CLV).

This table allows you to evaluate which segments contribute most to your revenue and how their size relates to their financial impact. Use this data to align your marketing and retention strategies with the actual value of each segment.

Transition

The “Transition” tab within the RFM Analysis section allows you to track how users move between different RFM segments over time. This helps you understand customer behavior changes, such as improvements or declines in engagement.

When you click on any segment, you’ll see a detailed view including:

  • Total Contacts currently in that segment.
  • Retained Users: The number and percentage of users who have remained in the same segment over the selected time period.
  • INS: Users who moved into this segment from other segments.
  • OUTS: Users who moved out of this segment to others.

There’s also a date filter that lets you analyze transitions over a specific time range (e.g., Last 30 Days or custom dates like 2025-03-16 to 2025-04-15). This allows you to monitor segment performance and shifts based on recent behavior.

Use this view to evaluate segment stability, identify growing or shrinking segments, and take proactive steps in your engagement strategy.

List of Contacts

The “List of Contacts” tab provides a detailed, customer-level view of your RFM analysis. This section helps you explore individual contacts, understand their engagement level, and download the data if needed.

You’ll find a table containing the following columns:

  • Contact Key
  • Customer Name
  • RFM Segment
  • RFM Score
  • Recency (Day) – Days since the last activity
  • Frequency (Count) – Number of interactions
  • Monetary Value – Total value generated
  • CLV – Customer Lifetime Value

Updated about 20 hours ago