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 - November 2025

      We're thrilled to announce a significant update focused on expanding your data connectivity, enhancing visualization capabilities, and delivering a more powerful, intuitive, and performant analytics experience. Here’s a look at what’s new. Explore What's

    • 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

    • Recent Topics

    • Advanced Customization of the Help Center using JavaScript

      Hello everyone, The Help Center in Zoho Desk can be customized by using HTML and CSS to provide structure and enhance the page's appearance—but what if you want to add interactive and dynamic elements? You can add these effects with JavaScript, a programming

    • Exciting Updates to the Kiosk Studio Feature in Zoho CRM!

      Hello Everyone, We are here again with a series of new enhancements to Kiosk Studio, designed to elevate your experience and bring even greater efficiency to your business processes. These updates build upon our ongoing commitment to making Kiosk a powerful

    • Edit default "We are here to help you" text in chat SalesIQ widget

      Does anyone know how this text can be edited? I can't find it anywhere in settings. Thanks!

    • PO Based Advance payment to Vendor

      We recommend to introduce a provision at PO to make advance payment to vendors and auto apply that advance paid later at the time of Vendor Bill submission for that PO. This will help us track PO-wise Total Payments.

    • Converting Customer Invoice to Purchase Bill

      Hi, In my service-based business, I sometimes create the customer invoice first, and later I receive the purchase bill from the vendor for the same job. Is there any option in Zoho Books to: Convert a customer invoice into a purchase bill, or Link/associate

    • Getting Project Template List using the REST API

      I am trying to confirm that I can use the REST API to create a project using a project template. The API documentation indicates this is possible by providing the Template ID, but it is not clear at all how to get a list of available Project Templates

    • How to get Quickbooks Desktop Info into Zoho?

      Our team has used Quickbooks desktop for years and is looking at switching to Zoho books in 2026. I want to bring all old sales history over since we use Zoho CRM. I can export Item sales history and generic sales orders from Quickbooks desktop. How do

    • ZeptoMail API Request

      We tried to send mail using ZeptoMail using Django. Following is my payload {'from': {'address': 'abc@abc.com'}, 'to': [{'email_address': {'address': 'xyz@xyz.in', 'name': 'Bhavik'}}], 'subject': 'Report Name', 'htmlbody': '<p>Test</p>'} Following is

    • Zoho Inventory - Allow Update of Marketplace Generated Sales Orders via API

      Hi Inventory Team, I was recently asked by a client to create an automation which updated a Zoho Inventory Sales Order if a Shopify Order was updated. I have created the script but I found that the request is blocked as the Sales Order was generated by

    • Admin asked me for Backend Details when I wanted to verify my ZeptoMail Account

      Please provide the backend details where you will be adding the SMTP/API information of ZeptoMail Who knows what this means?

    • Mass import of documents into Zoho Writer

      I'm using Google's word processor at the moment but feel that Zoho does a better job (on the online apps market). Iwant to move my documents (about 50-70) to Zoho but it seems to me that I have to import them seperately. Is it already possible to upload several documents at a time or is this a forthcoming feature? Cheers Rolli :?:

    • Add home page or dashboard in CRM customer portal

      is it possible to add home page or dashboard in CRM customer portal?

    • User Tips: How to change the the label display name of a system defined field

      Most users know how to change field label names via Settings > Modules & Fields but if you want to change the name of a system defined field you can’t as there is no “edit properties” option.  However with a simple hack you can edit any system defined

    • Search not working!

      I have items in my notebook tagged but when I search for a tag nothing comes up! Any fix for this?

    • Zoho CRM Community Digest - October 2025 | Part 1

      Hello Everyone! Here's a quick recap of first two weeks of October! Product Updates: Zoho CRM Android App Update: Surveys, Blueprints, and Smarter Mobile Features! Zoho CRM’s Android app just got a useful upgrade. You can now share records, upload your

    • Automate onboarding emails with CRM Workflow and Accounts module

      We’re a B2B SaaS company selling to public-sector organisations. Each organisation is stored as an Account in Zoho CRM, and each organisation typically has multiple associated Contacts. Our backend syncs product-usage data (setup status, user activity,

    • Using a CRM Client Script Button to create a Books Invoice

      Hello, I need help handling error messages returned to my client script from a function. The scenario I have setup a client script button which is available from each Deal. This CS executes a crm function, which in turn creates an invoice based on the

    • Important update: Enhanced security measures for account operations in Zoho Cliq

      Greetings from the Zoho Cliq team! We’d like to share an important security update that has an influence on some admin actions such as password reset, MFA reset, and MFA backup code generation. What’s changing? With our latest security enhancements, these

    • Sales Receipts Duplicating when I run reports why and how do we rectify this and any other report if this happens

      find attached extract of my report

    • No Functional Autosave or Manual Save Button

      Application : Zoho Notebook So I wanted to try Zoho Notebook(On Ubuntu) as an application, I installed the application and went solving my LeetCode problems visually(Drawing mode), at one point the app just stopped saving anything... Every time I tried

    • Enterprise subscription support

      My organization sells subscription services to enterprise customers, which is a different model from the consumer subscription model that Zoho Billing has been designed to support and I beleve this capability should be added. An enterprise subscription

    • Issue with Creator's IF logic

      Hi, I found the following code produces unexpected results: if(-1.0 < 0.0000000) {       info "True"; } else {       info "False"; } if(-1.0 < 0.000000) {       info "True"; } else {       info "False"; } The output returned is: False True However, the

    • Need option to send Package PDF in shipment email (Shipment PDF is missing Lot info)

      Is there any way to automatically attach the Package PDF instead of (or alongside) the Shipment PDF in the notification emails? We really need this feature because the default Shipment PDF creates a blind spot for our customers. It does not display Batch/Lot

    • zoho creator view is not present in the workspace and blank reports

      Hi Support,  Users who have "write" permissions keep getting this error for all of our embedded reports all of a sudden. See screen shot below: Meanwhile, my developer permissions account sees a blank screen in view and edit mode as shown in the screenshots

    • Customize portal email template

      Can i fetch only first name of the user in portal email template instead of the below code Hi ${User.FULL_NAME}

    • Can't we let users decide which options they'd like to add at embed widget?

      It seems embed widget DOES NOT offer a feature, where users can choose options upon subscribing plans. What Zoho has instead, is that admins have to manually create plan with options. How come no one in Zoho dev team never raised issue about usability

    • Reupload and rename from one field to another field (file upload)

      Hi Everyone, Sorry, i have question to use invoke url for rename and reupload attachments file to another field. Tested on development mode. Zoho C6. Refer to https://www.zoho.com/creator/help/api/v2/upload-file.html look my error notification. Does anyone

    • Printing Multi-Page Reports (PDF Export)

      Hi, I am moving a report from Google's Looker Studio to Zoho Analytics and trying to reproduce the Looker page by page dashboard editing experience. With Google, what you see is what you get when you print to PDF. But I can't seem to create the same experience

    • Resume Harvester: New Enhancements for Faster Sourcing

      We’re excited to share a set of enhancements to Resume Harvester that make sourcing faster and more flexible. These updates help you cut down on repetitive steps, manage auto searches more efficiently, and review candidate profiles with ease. Why we built

    • I NEED TO NUMBER TO TEXT NO HERE

      =NUMBERTEXT NEEED

    • Error: View is not present in the workspace

      When saving a dashboard, user receives a popup with the following error. "View is not present in the workspace" What does this mean or refer to? There is no further insight given.

    • Dear Zoho CEO: Business Growth is about how you prioritise!

      All of us in business know that when you get your priorities right, your business grows. Zoho CRM and Zoho Books are excellent products, but sadly, Zoho Inventory continues to lag behind. Just this morning, I received yet another one-sided email about

    • Is there any way to send an Excel received by email to Dataprep?

      Every day I receive an email alert with an Excel file that I want to process through a Dataprep pipeline. To do this, I need to: -Save the file to disk -Open the pipeline -Run the pipeline -Update the source -Several clicks to select and open the saved

    • Bin Locations

      Dear all, I am wondering if someone has the ability to develop the bin locations option for zoho inventory (integrated with zoho books) Regards, Ryan

    • Create and populate a record in an instant: Introducing zero-shot field prompting to Zia's ICR

      A couple of months ago, we upgraded our in-house AI image detection and validation tool, Zia Vision, with intelligent character recognition (ICR). By training Zia with sample images, you could create and enrich CRM records with data extracted from standard

    • How to Prevent Users From Skipping LMS Videos in Zoho People

      How to Prevent Users From Skipping LMS Videos in Zoho People Hello Zoho Developers, In this blog, we will quickly look at how you can stop users from skipping or fast-forwarding videos in Zoho People LMS. Zoho People provides a feature called Disable

    • [Integration Edition] Deluge Learning Series – Custom API with Deluge | November 2025

      We’re excited to conclude this four-month Integration Edition of the Deluge Learning Series: Session 1 – Integrating Zoho Apps with Deluge Using Built-In Integration Tasks Session 2 – Integrating Zoho Apps with Deluge Using invokeURL and invokeAPI Session

    • Automate Backups

      This is a feature request. Consider adding an auto backup feature. Where when you turn it on, it will auto backup on the 15-day schedule. For additional consideration, allow for the export of module data via API calls. Thank you for your consideration.

    • Tips for Organizing Workflows and Improving Team Coordination in Zoho

      Hi everyone, I’m looking for some general advice on how different teams are organizing their daily work within Zoho’s apps. Our team recently expanded, and we’re trying to streamline how tasks, discussions, and documents are shared so everything stays

    • Pre-fill webforms in Recruit

      I don't want to use the career site portal (as I have my own already), but I would like to direct users to the application forms for each role, from my website job pages. Is there a way to pre-fill fields in Recruit application forms, so that I only have

    • Next Page