Loymax, 2025

Wiki source code of RFM-сегменты


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Анастасия Занина 2.1 1 (% class="lead" %)
Александр Залогов 17.3 2 **RFM segmentation** is a method used to analyze customer value.
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Александр Залогов 17.3 4 RFM segmentation divides customers into three groups:
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Александр Залогов 17.3 6 * **Recency** (limitation) – How much time had passed since the last purchase. The less time has passed, the more likely the customer will soon buy again.
7 * **Frequency** — The more often the customer buys, the more likely he/she will buy again.
8 * **Monetary** (monetary value) - The amount of transactions. The more money the client has spent, the more likely he/she is to spend more.
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Александр Залогов 17.3 10 A score from 1 to 5 is assigned to each dimension. The maximum score represents the preferred behavior. All clients are divided into 5 equal groups.
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Александр Залогов 17.3 12 For example, M5 segment includes those customers who made purchases for a larger amount of money, M1 segment includes those who spent the least amount of money.
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Александр Залогов 17.3 14 == Viewing RFM Segments ==
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Александр Залогов 17.3 16 **Customers → RFM Segments** section displays information on RFM segments. The page has 3 tabs:
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Александр Залогов 17.3 18 * RF — data about how much time had passed since the last customer purchase (R) and the frequency of purchases (F).
19 * RM — data about how much time had passed since the last purchase (R) and amount of transactions (M).
20 * FM — data on the frequency of purchases (F) and the amount of transactions (M).
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Александр Залогов 17.3 22 In the drop-down list (see below), you can select the segment on which the RFM will be calculated, for this you must [[create segment>>doc:Main.Using.Smart_Communications.Customers.User_segments.Segment_builder.WebHome]].
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Александр Залогов 17.3 24 |(% style="border-color:white" %){{lightbox image="image1.png"/}}
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Александр Залогов 17.3 26 A cell in this table corresponds to one segment. For example, segment R5-M5 includes customers who made purchases for the sums from 449 to 7,985 USD, and the last purchase was made from 5 to 42 days ago.
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28 (% class="box infomessage" %)
29 (((
Александр Залогов 17.3 30 The period for RFM segmentation is set in the project settings during implementation. As a rule, it is 1 year. Older receipts are not taken into account. If necessary, the period can be changed by sending request to our technical support team.
Анастасия Занина 3.2 31 )))
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Александр Залогов 17.3 33 In the table, the segments are highlighted in **different colors**. For example, the green color highlights loyal customers who buy often and the last purchase was recently. Those who bought little and a long time ago are highlighted in gray.
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Александр Залогов 17.3 35 Clicking on a table cell displays segment information:
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Александр Залогов 17.3 37 * Segment Metrics;
38 * List of customers in the segment.
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Александр Залогов 17.3 40 |(% style="border-color:white" %){{lightbox image="image2.png"/}}
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42 (% class="box infomessage" %)
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Александр Залогов 17.3 44 **RFM segments** in [[Smart Communication>>doc:Main.General_information.Smart_Communications.WebHome]]** **and [[Loymax Loyalty>>doc:Main.General_information.Loymax_Loyalty.WebHome]] are **different **indicators and **do not depend on each other**.
45 In Smart Communication:
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Александр Залогов 17.3 47 * RFM segments are used to create [[mailings>>doc:Main.Using.Smart_Communications.Mass_mailings.WebHome]];
48 * RFM segment thresholds are unchanged.
Анастасия Занина 3.2 49 )))

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