FAQs: Segmentation
1. What are the benefits of segmentation?
1. What are the benefits of segmentation?
Segmentation allows you to classify your customer base based on how they interact with your company. It gives you a platform to take cues from their buying patterns and categorize them into groups such as not interested, visiting customers, interested buyers, high spenders, and occasional buyers.
Once you understand which category your customers belong to, you can personalize marketing strategies and sales experience, resulting in higher customer satisfaction and conversion rates.
Read more about the benefits of segmentation, here.
2. Where can I see the segmentation history of a record?
2. Where can I see the segmentation history of a record?
Once you create a segmentation, the system adds a section titled Segmentation to the record detail page. Here, you can view the complete details of the customer's purchase, including their previous score, the monetary value, when they purchased, the number of purchases, and the total amount spent.
3. How long will it take to calculate the score for the records once I publish the segmentation?
3. How long will it take to calculate the score for the records once I publish the segmentation?
It will take at least 24 hours from the time of publishing for the segmentation label to appear on the records.
Read more about labelling, here.
4. Can I filter records using the segmentation fields?
Yes, you can filter the records using the fields - Segment label and Segment Score (RFM values) in the advanced filter of the module to which the segmentation is applied.
5. The purchase details are displayed, but the segmentation label is not updated.
5. The purchase details are displayed, but the segmentation label is not updated.
The purchase date, count, and amount of a record will be updated once a purchase is made or values are entered into the respective fields manually or through automation. However, the RFM scoring and label will be updated every 24 hours from the time you published the segmentation.
6. Is it mandatory to set the score and criteria?
6. Is it mandatory to set the score and criteria?
Yes, it is mandatory to set the score and criteria when using the manual calculation method.
In automatic calculation, the system takes into account the highest and lowest values for the RFM metrics, calculates the score based on percentiles, and segments the records.
The automatic method is only available in the Ultimate edition.
Read more about setting score ranges, here.
7. Can I use criteria other than RFM to segment the records?
7. Can I use criteria other than RFM to segment the records?
No, segmentation can only be performed with the recency, frequency, and monetary (RFM) metrics. This is a system-defined model that cannot be changed.
Read more about RFM metrics, here.
8. Can I set time as a criteria in the Recency Date field?
8. Can I set time as a criteria in the Recency Date field?
No, even if you are allowed to use both date and time fields for recency, only the date will be used in the criteria.
9. Can I set the segmentation with two score ranges?
No, it is not possible. A minimum of three score ranges is required for each metric. Read more about setting score ranges, here .
10. If I make changes to the scoring scale, will this affect my existing record segmentation labels and scores?
10. If I make changes to the scoring scale, will this affect my existing record segmentation labels and scores?
Yes, if the scoring scale is changed, the evaluation will be reset, and the existing scores will be recalculated using the new scale. The new labels will be generated for the records.
Read more about adjusting the percentile bar and score range, here.
11. How can I set the score for each label?
11. How can I set the score for each label?
There are two ways segmentation scoring can be done:
- Manual
- Automatic (available only in the Ultimate edition)
The segmentation score is set in a range of 1-5 by default. You can adjust the score range by moving the slider to the desired position, like 1-2, 1-3, or 1-4.
Once the score range is set, you can choose either a manual or automatic method of calculation for assigning the segment labels to records.
Manual: You have to define the criteria manually and set the score for the system to use to compute the R, F, and M scores.
For example:
- Enter the score of the Recency score as 5 if the closing date is "between this week and last week" or "is not last month". Similarly, the score will be 4 if the recent purchase time is "till yesterday".
- You can set that if the number of deals is more than 8 in the Frequency field, the score will be 5, and if it is between 5and 10, the score will be 4, and so on.
- In the Monetary field, set the score as 5 if the amount spent is more than $1500 and 4 if the amount is between $800and $1200.
Automatic: The system will automatically compute the RFM score using the percentile method. The entire data set is divided into five parts (to give scores within the range 1-5) with distributions at the 20th percentile. This means that each RFM score will be split into the percentiles: 0 to 20, 20 to 40, 40 to 60, and so on.
For the recency score, the dataset will be arranged from the most recent purchase to the oldest purchase. For example, if the most recent purchase was a week ago and the oldest purchase was 6 months ago, the CRM will set these two times as the boundaries and draw the percentiles within this time period. The scores will change at every 20th percentile.
Similarly, for frequency and monetary fields, the datasets will be arranged from the highest to lowest occurrence and highest to lowest value, respectively.
12. Can I replace the value in a segmentation label manually?
12. Can I replace the value in a segmentation label manually?
No, you cannot edit the label. It is a system-generated label calculated based on the scores and the criteria configured by the administrator.
Read more about creating labels, here.
13. Is frequency calculated automatically both by count and by field?
13. Is frequency calculated automatically both by count and by field?
No, frequency is only calculated automatically by the system by count. The calculation is based on a lookup field or a related record in the contributing module that indicates the number.
If you select the By field, you will have to enter a value manually (for example, using a custom "Number of
purchases" field) which the system will use to calculate the frequency.
Read more about selecting RFM fields, here.
14. Can segmentation values be viewed in Zoho Campaigns and Zoho Marketing Automation?
14. Can segmentation values be viewed in Zoho Campaigns and Zoho Marketing Automation?
Yes, the segmentation results, i.e., recency, frequency, and monetary values for each contact, will be displayed in the Zoho Campaigns and Zoho Marketing Automation platforms only if these platforms are integrated with the CRM account.
15. Can the segmentation scores be mapped with the Zoho Campaigns fields?
15. Can the segmentation scores be mapped with the Zoho Campaigns fields?
Yes, the segmentation scores and labels can be mapped with the fields in Zoho Campaigns.
Read more about segmentation scores, here.
16. Will the segmentation fields and label information in my CRM remain synchronized with other Zoho applications when I add CRM data as a data source?
Yes, segmentation fields such as recency, frequency, and monetary value, along with labels, remain synchronized with Zoho Campaigns, Zoho Marketing Automation, and Zoho Analytics, depending on the sync settings you have configured. This ensures your actions are based on the latest segmentation data in your CRM.
17. Will the segmentation data be synchronized in real-time?
Zoho CRM recalculates RFM scores every 24 hours. Once the refresh is complete, it automatically syncs the updated segmentation data with connected applications, eliminating the need for manual re-syncing. As a result, the connected applications reflect the updated data after each scheduled refresh rather than in real time.
We hope that this list of frequently asked questions about segmentation is informative. If you still have questions that haven't been addressed, please let us know here. We will be happy to discuss them with our subject matter experts and add them in the future. And please don't forget to share your rating below :)
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