Customer Segmentation using RFM Analysis | Zoho Analytics

Customer Segmentation using RFM Analysis | Zoho Analytics

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.

      Zoho Campaigns Resources


        • Desk Community Learning Series


        • Digest


        • Functions


        • Meetups


        • Kbase


        • Resources


        • Glossary


        • Desk Marketplace


        • MVP Corner


        • Word of the Day


        • Ask the Experts


          • Sticky Posts

          • 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
          • [Webinar] Evolving BI & Analytics in the Age of AI

            Artificial intelligence is redefining how data is collected, analyzed, and leveraged across industries. As businesses strive to become more agile and insight-driven, traditional BI and analytics must transform to meet new demands. AI-first organizations

          Zoho CRM Plus Resources

            Zoho Books Resources


              Zoho Subscriptions Resources

                Zoho Projects Resources


                  Zoho Sprints Resources


                    Zoho Orchestly Resources


                      Zoho Creator Resources


                        Zoho WorkDrive Resources



                          Zoho CRM Resources

                          • CRM Community Learning Series

                            CRM Community Learning Series


                          • Tips

                            Tips

                          • Functions

                            Functions

                          • Meetups

                            Meetups

                          • Kbase

                            Kbase

                          • Resources

                            Resources

                          • Digest

                            Digest

                          • CRM Marketplace

                            CRM Marketplace

                          • MVP Corner

                            MVP Corner




                            Zoho Writer Writer

                            Get Started. Write Away!

                            Writer is a powerful online word processor, designed for collaborative work.

                              Zoho CRM コンテンツ








                                ご検討中の方

                                  • Recent Topics

                                  • The way that Users can view the ticket

                                    I have created users. What I would like to achieve is the following: All users under the same company account should be able to view each other’s tickets.
                                  • Zoho UAE SMS/WHATSAPP

                                    Hello everyone, so I have a question as regards DC and their impact on automation, integration and app usage. For example I am working with a UAE clientniw but each time I tried to connect their WhatsApp and sms then automate their process I tend to receive
                                  • Looking to Flag or Tag contacts/ accounts on Zoho Desk?

                                    I am looking for a way to flag certain accounts and make it obvious on the views pages. So for example if a has a certain package or needs extra attention it is clear before even clicking on the ticket. This could be via adding a tag or flag onto an account,
                                  • setting date-time field from string

                                    hello everyone, i hope someone could help me. i have a date-time field in a form that i want to fill in from two separate fields of date, and time. i need to combine the two fields to a one date-time field but can make it work. i tried to convert the
                                  • Calendars and CRM Contacts

                                    I'm finding having multiple calendars in Zoho One so confusing. I have a few questions so I can get this straight. We have a meeting room that we have set up as a resource in Calendar. Can this be set up in Bookings and the CRM Calendar? Using Zoho Calendar,
                                  • Announcing new features in Trident for Mac (v1.23.0)

                                    Hello everyone! Trident for macOS (v.1.23.0) is here with interesting features and thoughtful enhancements to elevate your workplace communication and productivity. Here's a quick look at what's new. Record your meetings. You can now record audio and
                                  • Applying a record template

                                    Hi all, I can't figure this out. I hope you can help. The scenario: We have learners who have to complete a 'digital' journal with tasks in order to qualify. Those tasks, once completed, need a final signature from their 'Mentor', which will trigger their
                                  • Quickbooks invoice with Zoho Creator

                                    Is it possible to push data from Zoho Creator directly to an invoice on QuickBooks? If so, where can I find information on how to do this?
                                  • Help: Capture full page URL in hidden field when same Zoho Form is embedded on multiple pages (iframe)

                                    Hi all, Goal Use one Zoho Form across multiple pages and record the exact page URL (incl. subdomain + path + hash) where the user submitted it. Example pages: https://www.example.com/cargo/ https://www.example.com/cargo/containers/#contact https://cargo.example.com/auto/
                                  • Automatically Populate fields - HELP!

                                    There have been many discussions on this but I still can't seem to get it to work for me. I am trying to create a lookup field and have other fields automatically populate. Based on the instructions in the Help Center, I should be using the "on user input". It's just not working, here is the layout...   Both forms are in the same application. Current form is called Add Note, form to fetch records from is called Add Client. Lookup field is called Select_Client_ID related field in fetch form is called
                                  • Push notifications to portal users

                                    Hi all, it is possible to send push notifications to portal users?
                                  • Rename the attachment from record template pdf in the sendmail deluge script

                                    Hello Zoho, I urgently need a feature to rename record templates that I send via the sendmail feature. The program I created sends emails to clients with an invoices that have been created in the invoice database. If the user selects 3 invoice numbers,
                                  • Alt Text On Multiple Images

                                    I'm using Zoho Social to post to a charity website. Often the posts have multiple images, but it seems there is only one field for Alt Text. Does that mean I can only include it for the first image? Or is there a way to add alt text for all the imag
                                  • [SOLVED] Getting 401 when trying to download ticket attachment via API

                                    I'm able to use the API just fine to access ticket content. But I cannot download ticket attachment, keep getting 401 Client Error. Example: https://desk.zoho.com.au/api/v1/tickets/{ticket_id}/attachments/{attachment_id}/content?orgId={org_id} For headers,
                                  • Zoho project – Workdrive integration.

                                    Hello everyone, I was wondering something, we did the Zoho projects integration with Zoho Workdrive but nowhere during this integration we could set the location of the folders that would be automatically created in Workdrive. As I understand it, it creates
                                  • Scriptを埋め込みたくてOn User Inputを探しているのですが・・・

                                    編集モードで、Scriptを埋め込みたい項目を選択し、「項目のプロパティ」パネルで、その下のほうに「フィールドアクション(Field Actions)」という見出しがあると聞いたのですが、そもそも、それが見つかりません。そのために、On User Inputなどのイベントが選べません。 画面の英語を日本語に訳しているためにわけわからん状態になっているのかも知れませんが、わかる方、いらっしゃいますか?
                                  • Problem with cloud query exceeded

                                    When making a call I get this error, It is associated with a function in node that calls external APIs This is the code //tokenConsultar = thisapp.ObtenerToken(); //input.token = tokenConsultar.get("output").toMap().get("token");
                                  • Showing Total of Funnel Chart Legend (With Values) Items

                                    Hi, We are using the funnel type chart for displaying our zCRM sales pipeline stages and associated sum of deals in each stage.  We have configured the legend to show the associated value (Deal Amount (Sum)) for each stage adjacent to the legend items (Stages). Is there a way to display the total of the values in the same chart?  For example, at the bottom of the legend or maybe as a #merge placeholder in the legend title?
                                  • How to Convert VCF Contacts to CSV using Excel

                                    Many users switch from traditional address books to digital formats like vCard and CSV. These formats allow users to easily manage their contacts. However, a difficulty comes when you need to transfer your contact information to another application or
                                  • Field authorization for Linking module in Zoho CRM portal

                                    Hi guys! Currently building a customer portal for one of my clients, and I ran into a bit of a roadblock while using a multi-select lookup field. The issue is that there is no way to hide or define access in the linking module created by this multi-select
                                  • Kaizen #63 - Layout Rules in Zoho CRM

                                    Hello and welcome to another week of Kaizen! This week, we will be discussing Layout Rules in Zoho CRM. If you need to modify the layout of a module based on user inputs, or to show or hide sections based on the value of a specific field, we have got
                                  • Zoho CRM Portals - allow access per account

                                    Hello all, I am trying to set up a portal for our customer but I seem to be hitting an obstacle and I am not sure if it is my problem or a limitation in the software. So basically the way I understand the portal Contact Email > Each Record or Related
                                  • Android - Writer não acentua em Português com teclado bluetooth

                                    Gosto muito do Zoho, tanto o Note quando o Writer. Infelizmente, o Writer sofre de um problema sério: ao usar um teclado bluetooth, forma mais cômoda de lidar com um processador de texto, os acentos (todos!) da Língua Portuguesa não são aceitos. Todos
                                  • Set File Upload fields as mandatory

                                    Currently the CRM for some reason lacks the ability to set a file upload field as mandatory So we have an issue We have a requirement that before a Deal stage is set as Deal is Won the member needs to upload a file Now for some weird reason in Zoho I
                                  • Editing HTML in Zoho CRM Email Template

                                    I am trying to create a template within the CRM email option, but need to be able to use custom HTML. There does not seem to be a way to do so.
                                  • Ability to CC on a mass email

                                    Ability to CC someone on a mass email.
                                  • How to make attachments mandatory

                                    I want the user to be unable to mark an opportunity as Closed – Won if it doesn’t have any attachments. I’ve already tried client scripts and functions, but nothing worked.
                                  • SLA Ticket Report

                                    From data to decisions: A deep dive into ticketing system reports Service level agreement (SLA) ticket reports in a help desk system are crucial for ensuring that services are delivered according to established commitments. They help maintain accountability
                                  • Zoho Backstage - PCI Compliance / Web Security

                                    I have a couple of questions related to Backstage and payment processing.... 1. my purchasing division is not giving approval to use Backstage yet because of some security issues. In order for us to take payments via a payment gateway like Authorize.net
                                  • Zoho Tables August 2025 Update: Faster and Smoother

                                    We’ve been working behind the scenes to make Zoho Tables faster, lighter, and more reliable. Here are the highlights: Faster Response Times Optimised the way responses are generated. Reduced memory consumption by 20–25%, leading to smoother performance
                                  • Video Upload from app says "unsupported aspect ratio" but is verified to be correct.

                                    I and my social media person are experiencing a problem where Social will not accept video uploads to Instagram. The error we receive is "unsupported aspect ratio" but looking directly at the file in question we see that the width and ratio both match
                                  • Disposable Email Addresses

                                    Dear zMail Team, Can you also bring out a few disposable email addresses for each accounts? That way occasional registrations and imminent spam from them can be largely solved right? ---- Deepak Vasudevan http://thamizhththendral.blogspot.com/
                                  • Zoho sheet - Zoho expense

                                    I want to schedule to create an expense using Zoho Sheet and flow. That is the EMI that I pay on a particular date to the bank and should be itemised, like principal and interest on the loan. Can someone help me in this regard??
                                  • Ability to configure a schedule/shift for each user and/or crew in Zoho FSM

                                    Hello, In our team of Field Agents, we have different shifts. Some field agent always work from 7:00 AM to 4:00 PM while others work the evening shift like 4:00 PM to 11:00 PM. Sometime shift are on weekdays only or on weekend. It would be great to be
                                  • Free webinar: Streamlining customer service paperwork with the Zoho Sign extension for Zoho Desk

                                    Hello Everyone! Have you been wondering about bridging the gap between digitised customer service and business paperwork? Join our free webinar to learn how you can do this by connecting Zoho Sign, our digital signature app, with Zoho Desk, our online
                                  • Zoho Books | Product updates | July 2025

                                    Hello users, We’ve rolled out new features and enhancements in Zoho Books. From plan-based trials to the option to mark PDF templates as inactive, explore the updates designed to enhance your bookkeeping experience. Introducing Plan Based Trials in Zoho
                                  • Mail Search should allow grouping by conversation like Gmail.

                                    Having switched from gmail I have found the search function hard to use. Mostly because mail is not grouped by conversation in search. If I search for a word when looking for a conversation had with someone then sometimes 10 emails will come up from the
                                  • Improve Zoho Learn updated article notifications

                                    I noticed today while updating an article, that the notification users get says "[User Name] has published article [Article Name]..." My feedback to the product team is that it would be really helpful for an end user, if the system notification differentiated
                                  • Safari Support

                                    Safari, the world's second largest browser, zoho desk does not officially or fully support. That needs to change.
                                  • Can I get images from an "Image Upload" field in a webhook?

                                    I want to send images from 2 "image upload" fields via a webhook. Is this possible?
                                  • Next Page