Customer Segmentation using RFM Analysis

Customer Segmentation using RFM Analysis

How well do you know your customers? Whether you operate in a B2B or B2C space, chances are that 80% of your business comes from just 20% of your customers (Pareto's Principle). According to a study by Forbes, acquiring new customers costs five times more than retaining the existing ones. Identifying high-value customers is crucial to increase revenue and building brand loyalty.

Customer Segmentation is a critical strategy for businesses to understand and engage with customers effectively. Understanding the behavioral patterns of customers can help personalize the purchases they make and cater to their needs better. 

Questions like who are the customers who contribute more to sales, who are the customers about to churn, will help digital marketers understand the behavioral patterns of their customers. 

While there are many criteria based on which the customer base can be segmented, this solution focuses on segmenting customers based on the RFM analysis.

What is RFM Analysis?

RFM analysis (Recency, Frequency and Monetary) is a method used to identify and segment existing customers based on their purchasing behavior.  The key metrics of RFM analysis include

Recency

Recency refers to how recently a customer has made their purchase and this is the most important metric of the other metrics. This metric is a strong indicator of customer loyalty and interest.

Frequency

Frequency refers to how often a customer makes purchases or interacts with a business within a specific period. It measures the level of engagement and loyalty of a customer.

Monetary

Monetary value refers to the total amount of money a customer has spent with a business during a specific period. 




Industry-Specific Applications of RFM Analysis

  • SaaS and subscription services: RFM analysis can be adapted for SaaS and subscription services to segment users based on engagement, renewals, and revenue contribution.
  • Financial Sector: RFM analysis can improve credit scoring and risk assessment by evaluating customer transaction patterns, helping financial institutions make more informed loan approval decisions.

Data Requirements

For RFM analysis, you'll need a transactional dataset with the following equivalent columns (details) 
  • A product (Product ID)
  • A related transaction (Transaction ID)
  • Number of products purchased in a transaction (Product Quantity)
  • The product purchase price (Product Price)
  • Transaction date (Date)
  • Customer who made the purchase (Customer ID, Customer Name)
We have used a sample table of e-commerce data for illustration.

Steps for Implementing RFM analysis

1. Gather and Prepare Transaction Data : 

Gather all transaction data, ensuring it includes customer identifiers, transaction dates, and monetary amounts, and address missing or inconsistent values, ensuring data integrity before analysis.

2. Compute RFM Metrics: 

To segment customers based on their behavior, we compute three key metrics: Recency (R), Frequency (F), and Monetary Value (M). Below are SQL queries for each, along with detailed explanations.

Recency (R)

Recency measures how recently a customer made a purchase. It is calculated as the number of days since their last transaction. Customers with recent purchases are more engaged, while those who haven’t bought in a long time may be at risk of churn.

The time frame for RFM analysis should be tailored to your business model and industry. Choosing the right period for RFM analysis is essential, as it directly influences the accuracy of customer segmentation and the quality of insights derived.

Frequency (F)

Frequency tracks how often a customer makes purchases within a specific period. A higher frequency indicates a loyal customer who regularly shops, while a lower frequency suggests occasional or one-time buyers.

Monetary Value (M)

The total amount spent by the customer in the same period

RFM Query Table

SELECT
"Customer ID",
"Customer Name",
DAYS_BETWEEN(MAX("Transaction Date"), CURRENT_DATE()) AS "Recency",
COUNT ("Order ID") AS "Frequency",
SUM("Transaction Amount") AS "Monetary Value"
FROM  "Customer Data" 
GROUP BY "Customer ID",
  "Customer Name" 
ORDER BY "Recency" ASC,
  "Frequency" DESC,
"Monetary Value" DESC 



3. Segment Customers using Cluster Analysis

Manual scoring can skew the results and may not be practical for handling large volumes of data. In contrast, using machine learning algorithms like cluster analysis ensures unbiased, efficient, and data-driven segmentation. Unlike traditional scoring methods such as the quantile or percentile-based approach, cluster analysis recognizes inherent relationships and patterns in the data. With cluster analysis, business can obtain accurate segmentation and devise targeted strategies to improve sales and customer retention.

Follow the below steps to apply cluster analysis,
  1. Click the Create New icon and choose New chart from the drop-down menu.
  2. Add the columns to the chart shelf as shown below,
    1. X-axis: Customer Name
    2. Y-axis: Monetary Value with Sum function.
  3. Click Generate Graph and change the chart type to bar chart.

  4. Click the Analysis icon and select Cluster Analysis > Add Clusters.
  5. The Model is chosen automatically based on the columns dropped in the shelves.
  6. By default, the columns dropped in the shelves (Monetary Value) are selected as factors. Click the drop-down icon to include Recency and Frequency columns as factors.

  7. The number of clusters is determined automatically but can be adjusted based on business needs and specific customer segmentation goals to ensure optimal categorization.
  8. Choose the Normalization method to prevent values of high ranges from dominating the results. For instance, Recency (measured in days) and Monetary Value (measured in currency) have different scales, and normalization ensures a balanced contribution from each metric.
  9. Click Apply.

4. Export Clusters Data

Once the customer profiles have been segmented using cluster analysis, Export the Current view in the preferred table format to build more data visualizations to understand the clusters.


Build an RFM Analysis Dashboard

The RFM analysis dashboard provides a comprehensive view of customer behavior. Let's look at the steps involved in building this dashboard.

1. Import the Clusters Data

Import the downloaded clusters table back into Zoho Analytics using the files option as given below.
  1. Click the New icon on the side navigation panel and choose New Table/ Import Data.
  2. Select files and choose the Clusters Table to import and click Next.
  3. A data preview will be displayed; verify the data types of columns and click Create.

2. Create Reports to Understand the Characteristics of the Clusters

While the data is clustered, understanding the characteristics of each cluster is what enables businesses to take strategic actions. This includes identifying which customers need targeted marketing, personalized engagement, or retention efforts. Recognizing patterns within clusters provides insights into customer behavior, which is essential for optimizing marketing campaigns, improving retention strategies, and enhancing customer experience.
The below reports help understand the distribution of customers across different monetary value, recency and frequency segments within each cluster.

Clusters vs Monetary Value 

  1. Access the cluster table (imported data) and click the new icon > chart view.
  2. Drag and drop the columns as given below:
    1. X-axis - Clusters
    2. Y-axis - Monetary Value with the Count function.
    3. Color - Monetary Value with the Actual Range function.

Analyzing the chart, we can infer that,
  • Cluster 1 consists of a diverse group of customers spanning all spending levels.
  • Cluster 2 includes moderate to high spenders who contribute significantly to revenue.
  • Cluster 3 comprises low to mid-range spenders, often occasional buyers.
  • Cluster 4 represents high-value customers with premium spending habits.
  • Cluster 5 consists primarily of low spenders with minimal purchasing activity.
You can similarly create reports to know about the distribution of customers for the Recency and Frequency metrics.

The below table lists the characteristics of clusters

Cluster
Cluster Classification
Recency
Frequency
Monetary
Recommended actions
Cluster 1
Needs Attention
100 to 150 days
Low to Moderate 
 Diverse spending
Re-engagement campaigns, discounts, or reminders to encourage repeat purchases.
Cluster 2
Loyalist
0-50 (Highly Active)
High
Consistent moderate-to-high spenders
Loyalty programs, exclusive deals, early access to new products to maintain engagement.
Cluster 3
Potential Loyalist
0-50 (Active)
 Low to Moderate  Budget-conscious, occasional buyers Cross-selling, personalized recommendations, and value-based promotions.
Cluster 4
Champions
100-150 (Inactive)
Moderate to High (Frequent buyers)
High spenders
VIP experiences, personalized services, and premium offers to retain and enhance their spending.
Cluster 5
Hibernating
Mostly inactive or infrequent
Low
Minimal spending
Win-back campaigns, incentives, special discounts, and targeted ads to regain interest.


Based on the above table, you can give specific labels to the clusters using the bucket columns option.

RFM Dashboard


Limitations & Considerations of RFM Analysis

While RFM analysis is a powerful customer segmentation tool, businesses should be aware of certain limitations and factors that can influence results:

  • Data Freshness and Relevance: RFM analysis relies on transactional data, making the freshness and relevance of this data crucial for accurate customer segmentation. Setting up automated data imports ensures real-time updates, reducing the risk of working with stale data.
  • Seasonal Variations: Customer purchasing behavior often fluctuates due to seasonal trends, holidays, and industry-specific cycles, which can impact RFM scores and lead to misleading segmentation if not accounted for properly. Instead of analyzing only recent months, compare customer behavior for the same period in previous years to detect true engagement patterns.

    • Sticky Posts

    • What's New in Zoho Analytics - October 2025

      Hello Users! We're are back with a fresh set of updates and enhancements to make data analysis faster and more insightful. Take a quick look at what’s new and see how these updates can power up your reports and dashboards. Explore What's New! Extreme

    • What’s New in Zoho Analytics – September 2025

      Hello Users!! In this month’s update, we’re raising the bar across multiple touchpoints, from how you bring in data, plan and track projects to how you design and brand your dashboards. We’ve added the all-new Gantt chart for project visualization, expanded

    • Announcing Agentic AI - Ask Zia!

      We are delighted to roll out the new agentic AI capabilities in Ask Zia, where every stage of the BI workflow is assisted by AI. With a human-in-the-loop approach, Ask Zia ensures that you’re in command of the decision, while AI handles the complexity.

    • Invitation-Based User Access in Zoho Analytics

      Hello everyone, We’re rolling out an important update on how users are added to your Zoho Analytics Organization and Workspaces. Previously, when admins added users, they were automatically added to the organization. Moving forward, to improve security

    • Zoholics Europe 2025: Your Ultimate Data Analysis (Zoho Analytics) Workshop Experience

      Why should you attend? This year, Zoholics Europe 2025 is putting data analysis centre stage. With a dedicated workshop designed to answer all your data-related questions, you’ll gain practical skills, real-time solutions, and expert insights that you

    • Recent Topics

    • Zoho sign and creator error message {"code":9043,"error_param":"Checked by","message":"Extra key found","status":"failure"}

      Good day, I receive the error message: {"code":9043,"error_param":"Checked by","message":"Extra key found","status":"failure"} when running below code from creator to sign, void TestForSign(int ID) { //Fetch Template Details (Optional, for dynamic mapping)

    • Download a writer template as .docx instead of .pdf.

      I have been trying to implement a feature to download a writer template as a .docx and got it working partly but it isn't good. Earlier I checked our code and I saw openurl("https://crm.zoho.com/crm/org121314/specific/Template.do?action=print&step=pdfPreview&id="

    • Allow the usage of Multi-Select fields as the primary field on "Layout Rules"

      We want to force our users to enter some explanation strings when a multi-select field has been utilized. I can't understand the reason for the usage restriction of Multi-Select fields as a primary field. This is a simple "Display hidden mandatory field

    • Ask the Experts 25: Experience the full spectrum of Zoho Desk’s autumn and spring releases for 2025

      Hello Everyone, We’re on the 25th episode of our ATE series! It's a true milestone in our live community interactions! It’s been an amazing journey since we started in October 2018. Zoho Desk has come a long way, evolving with the support of a wonderful

    • Extract Archived Projects using Zoho Projects API

      In my organization we archive the projects when they are already completed, charged, invoiced, so that only those that are still pending process remain active. I need to access all projects (active and archived) from an external system, but the API v3

    • Pincode based Product Restriction

      we have different types of products. 1) Very bulky items like plywood. 2) Too delicate items like glass These type of products we want to sell to local customers. Other products we want to supply all over India. There should be an option to restrict products

    • Ask the Experts: Five-hour live Q&A session with Zoho WorkDrive product experts

      Have questions about WorkDrive 5.0? Let’s talk! We recently launched Zoho WorkDrive 5.0, packed with powerful updates to help your team work smarter, stay secure, and get more value from your business content. From content-centric workflows and AI-powered

    • File upload support for subforms

      Dear All, Subforms help you add and track data related to your CRM records. We've always supported most of the commonly used field types in subforms, so as to cater to your business requirements. Now we're happy to extend support to file upload fields.

    • Two factor authentication for helpdesk users

      The company i work for wants use the helpdesk site in Zoho desk, as a place for their distribution partners to ask question and look for information about our product. The things there is suppose to go up there is somewhat confidential between my company

    • Circular record relationship in CRM

      Given there is a lookup in custom module Transactions creating a related list on the chosen Contact record. I. e. a lookup field on Transactions module points to Contacts. The related list on a Contact record can thus have have many transaction records.

    • Contact data removes Account data when creating a quote

      Hi, Our customer has address fields in their quote layout which should be the address of the Account. They prefill the information, adding the account name - the address data is populated as per what is in the account - great. However when they then add

    • Kiosk can't merge picklist or multiselect

      There is no ability to load a multiselect or picklikst field into a kiosk with the values that have been previously selected. So, I essentially have 3 unacceptable options: 1.)Load the value into a text string and include instructions like this: "Picklist

    • Multi-currency and Products

      One of the main reasons I have gone down the Zoho route is because I need multi-currency support.  However, I find that products can only be priced in the home currency, We sell to the US and UK.  However, we maintain different price lists for each. 

    • All new Address Field in Zoho CRM: maintain structured and accurate address inputs

      The address field will be available exclusively for IN DC users. We'll keep you updated on the DC-specific rollout soon. It's currently available for all new sign-ups and for existing Zoho CRM orgs which are in the Professional edition. Latest update

    • Is it possible to pull the Zoho desk data into Zoho analytics in real time

      Hi - I am looking to add more dashboards and reports of Zoho Desk in analytics. I see there is a schedule to pull the data into analytics, but I'm wondering if there is an option to pull the data in real time instead of a specific interval?

    • Enhance productivity with the revamped Zoho Sheet View

      Hello folks, For some time now, you've been able to use the Zoho Sheet View to quickly edit multiple records or to insert a batch of new records. Its tabular interface allows users to engage in these tasks productively. Despite this, the existing Sheet

    • How to set value of dropdown field to variable

      For the life of me, I can't figure out why the following code won't set input.status to the previousSelection. Steps to reproduce: 1. Click input.complete 2. input.status dropdown updates from '1-Backlog' to '4-Done' 3. Click input.complete again to deselect

    • [Product Update] TimeSheets module is now renamed as Time Logs in Zoho Projects.

      Dear Zoho Analytics customers, As part of the ongoing enhancements in Zoho Projects, the Timesheets module has been renamed to Time Logs. However, the module name will continue to be displayed as Timesheets in Zoho Analytics until the relevant APIs are

    • Issue in Annual Leave

      We created a policy to credit 21 days at the Start of the Year An employee has taken 16 days of leaves thought the year, so we expect to see 5 Leaves remaining right? But Zoho People is Showing 12 Days of Leave Balance Available If we check the Leave

    • [WEBINAR][MEA] Learn how to control your inventory and multi-channel sales with the Zoho Inventory & Zoho Books integration

      Hello there, We are hosting an exclusive live webinar tailored for businesses across the Middle East and African countries, where you'll learn how to take full control of your inventory and multi-channel sales while keeping your accounting perfectly in

    • Less clicks, more connection – the usability edge of Zoho Desk

      Imagine joining a new workplace, eager to prove your skills, partner with peers, learn new tools, and build a strong foundation for your career. The standards you've set could drive pressure into your head. You now discover the organization is using Zoho

    • Tip #3 Automating total item weight calculation for your sales orders in Zoho Inventory

      Hello, Hope the day is treating you well. Last week, we saw how we could automate the calculation of total shipping charges from numerous shipments for your sales orders and invoices. This week, we will see how you can automate the calculation of total item weight for your sales orders.  How does this work? First, you are required to capture the weight of all your items using a custom field. And when you create a sales order, you can either have the system display the individual weights for you or

    • Why Format section gets disabled when we create Merge Template over PDF

      I need some assistance I have a Client who is going to give certificates to users who passes his exam. So, I am using mail merge but in ZOHO writer after I upload the PDF and create merge Template over PDF the format Section gets disabled. My problem

    • Whatsapp Integration on Zoho Campaign

      Team: Can the messages from Zoho Campaign delivered through Whatsapp... now customers no longer are active on email, but the entire campaign module is email based.... when will it be available on whatsapp.... are there any thirdparty providers who can

    • Big Things Just Dropped in the SalesIQ Universe: Top Upgrades You’ll Love in Nova’25

      Nova'25 has landed, and it’s packed with meaningful upgrades to help you engage smarter, work faster, and scale with ease. Whether you're into proactive messaging, smarter automation, or better admin control, there's something here for everyone. Here's

    • WhatsApp Channels in Zoho Campaigns

      Now that Meta has opened WhatsApp Channels globally, will you add it to Zoho Campaigns? It's another top channel for marketing communications as email and SMS. Thanks.

    • How to calculate separate totals for Product Line Items filtered by category in Quotes?

      Hello! I'm working with Quotes in Zoho CRM and need help calculating conditional totals for line items. Current setup: I have two tables in my Quote template (Zoho Writer), both displaying Quoted Line Items Table 1 (top): Shows all products where Product

    • I Need Help Verifying Ownership of My Zoho Help Desk on Google Search Console

      I added my Zoho desk portal to Google Search Console, but since i do not have access to the html code of my theme, i could not verify ownership of my portal on Google search console. I want you to help me place the html code given to me from Google search

    • Zoho Desk API Documentation missing a required field

      We are trying to create a section using this information. Even after preparing everything based on that page, we still get an error. The error we get is this: {"errorCode":"INVALID_DATA","message":"The data is invalid due to validation restrictions","errors":[{"fieldName":"/translations","errorType":"missing","errorMessage":""}]}

    • Fetch Subform values through a lookup of a lookup

      Hi, I'm having an issue fetching the values of a subform through a lookup field through another lookup field. The code works perfectly to show me the subform row ID, but the second I try to get any readable data, it says "Error occurred. Please contact

    • Good news! Calendar in Zoho CRM gets a face lift

      Dear Customers, We are delighted to unveil the revamped calendar UI in Zoho CRM. With a complete visual overhaul aligned with CRM for Everyone, the calendar now offers a more intuitive and flexible scheduling experience. What’s new? Distinguish activities

    • Turn Decision Box to a button

      Dear all, I need your help on CSS to turn a Decision Box to a Button. I have a Decision Box like: Turn on/off to refresh the information. (on User Input, either True or False, will refresh the information) Now I want to simulate to treat it like a Refresh

    • Emails not being received from a particular domain

      Cannot receive any emails sent from atco.com Domain is in the spam whitelist so should be no reason for it not to be coming through. Have filed a ticket and besides a generic response of we are looking at it - it seems there is no actual support workers

    • Stock Count

      The stock count is a nice new feature, but we cannot figure out how to: 1. Use it without assigning to a person, we have a team or one of multiple do stock counts as do most any company. 2. Add any extra fields to what the "counter" sees. The most important

    • CRM x WorkDrive: File storage for new CRM signups is now powered by WorkDrive

      Availability Editions: All DCs: All Release plan: Released for new signups in all DCs. It will be enabled for existing users in a phased manner in the upcoming months. Help documentation: Documents in Zoho CRM Manage folders in Documents tab Manage files

    • Send Whatsapp message from Whatsapp template with custom variables

      Hi, I'm trying to do some basic integration for sending WhatsApp messages from Zoho CRM using Zoho Desk whatsapp templates. When creating new whatsapp template in Zoho Desk we can choose ticket related fields as variables but it's not clear how to use

    • How to remove some users in zoho accounts

      How to remove some users in Zoho accounts.

    • Outgoing blocked: Unusual activity detected.

      I just made payment for my Zohomail Today and have been debited so i will like to be Unblocked because this is what it says (Outgoing blocked: Unusual activity detected) Thank you i await your swift responses

    • Integrating with My Own Application and ZOHO CRM Simultaneously

      I have my own WhatsApp bot that uses my WhatsApp business account. I want to use the same phone number to integrate with ZOHO as well. What is the recommended way to do that? Should I integrate my application with ZOHO, forwarding messages whenever the

    • How do i move multiple tickets to a different department?

      Hello, i have several tickets that have been assigned to the wrong department.  I am talking about hundreds of automatically generated ones that come from a separate system. How can i select them all at once to move them to another department in one go? I can select them in "unsassigned open tickets view" but i can't find a "move to another department" option. I also can't seem to assign multiple tickets to the same agent in that same view. Could somebody advice?

    • Next Page