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

                                  • How to parse column having JSON data using SQL?

                                    We have a daily sync from a PostgreSQL database that brings data into Zoho Analytics. Some of the columns store raw JSON data. We need to build SQL queries on top to parse data from JSON and store them in discrete columns. There is no option for "Data
                                  • Enable report button based on the current user role

                                    Greetings  i have a report that contains action buttons, i want these buttons to appear as enabled only when the current logged in user has a certain role, for example only CEO role users will be able to use this button. but when setting the conditions
                                  • 500 Internal Error In Mail API

                                    I'm getting 500 Internal Error when using mail API. I'm getting this error for this one account, it works fine for other Account IDs which I have in my system.
                                  • Piss poor service in Support in Domains and email

                                    Srijith Narayanan B contacted me today. Very pleasant fellow. Just didn't want to tell him how bad your support service is. You help the person, but you leave before we can finish the next stage. Which causes a lot of frustration. It's been 8 days now
                                  • Zoho live chat widget in React Js

                                    I am trying to test Zoho live chat widget code in react js, below is the sample code void(0)} onClick={()=>window.$zoho.salesiq.floatwindow.visible("show")}>LIVE CHAT window.$zoho = window.$zoho || {};window.$zoho.salesiq = window.$zoho.salesiq
                                  • Are there any plans to add Triggers for Subform edits?

                                    By The Grace of G-D.  Hi, How are you? Can you tell me if you have any plans to support subform edit as a workflow trigger? And what about have them trigger an "onChange" client script?
                                  • Zoho commerce

                                    i am facing issue with order summary emails.i am getting 1 continuous email for order received yesterday and today.ideally 1 email should be received for a particular date ie for 02/08 i should received 1 email from 12.01am till 11.59pm but it is being
                                  • Feature Request: Improve Category Page Sorting for "Out of Stock" Products

                                    Hi there, I'm writing to request a new feature that I believe would significantly improve the user experience in my online store. Currently, on category pages, products are sorted by popularity. However, when a popular product goes "Out of Stock," it
                                  • POSTMAN - There was an error in evaluating the Pre-request Script:Error: Cannot read properties of undefined (reading 'json')

                                    I am beginning the journey to learn how to use the API for Zoho Sign. I am getting the following error when I try to use postman. To walk you through how I am getting this error... I wanted to start with a simple GET and expand my learning from there.
                                  • How do i integrate shipstation with zoho inventory

                                    Wanting to set up my own delivery driver in ship station so we can get real time tracking of where the package is but then i want it to automatically update zoho inventory packages/shipments how can i do this
                                  • Invalid value passed for salesorder_id

                                    Hi, I am using sales return API, details are given below: API: https://inventory.zoho.com/api/v1/salesreturns?organization_id=700571811 Post Json Data: { "salesreturn_number": "", "date": "2020-11-12", "reason": "Testing from API", "line_items": [ { "item_id":
                                  • Create Invoice and Invoice Items from Sales Order via API

                                    Currently, when creating an Invoice associated with a Sales Order via the API, it appears that I must manually include all of the items (line_items) even though they are already part of the Sales Order. My question is this: is it possible to raise an Invoice via the API based on all of the information associated with a Sales Order--such as the  items? In other words, do I always have to manually include the items (line_items) when raising an Invoice via the API when the Invoice is associated with
                                  • Outlook 2013 Calendar Syncs but "Related To" Field in Zoho is blank

                                    Outlook 2013 Calendar Syncs but Related To Field in Zoho is blank I expect the "Realted To" field to be populated with the calendar participants
                                  • Export a Course

                                    Is it possible to export a course from Zoho Learn to a SCORM file?
                                  • Add and Remove Agents from Departments and Groups in Zoho One

                                    Hi Zoho Flow Team, We hope you're doing well. Currently, Zoho Flow provides an action to add an agent to a group in zoho one, but there is no action to remove an agent from a group or a department. Another action that we find missing is the option to
                                  • Zoho learn Custom portal - networkurl & CustomPortalId

                                    I want to get my individual account’s networkurl and customportalId to use in this API: https://learn.zoho.com/learn/api/v1/portal/<networkurl>/customportal/<customportalId>/manual How can I retrieve the networkurl and customportalId using the API? I
                                  • Consumer Financing

                                    Does Zoho currently have a payment gateway (such as Stripe, Square, etc) which offers financing for customers? So, let's say the estimate we give the customer is greater than what they can afford at the time, but we can sell the service now, letting them
                                  • Intégration de la gestion des Passkeys dans Zoho Vault

                                    Zoho Vault est depuis plus d’une décennie une solution fiable pour les entreprises : pour la gestion, le partage et le stockage des mots de passe. En 2018, nous avons fait un pas en avant en proposant la connexion unique (SSO). Nous sommes fiers de franchir
                                  • Scan & Fill with double quote key/value pairs

                                    Hi, An old Ticket moved to a Topic/Idea: I love the idea of the new Scan & Fill as it nearly covers my previous request for a QR Scanner to read a multi-part QR Code. My QR Codes are hard-coded as below: {"key1":"value1","key2":"value2","key3":"value3"}
                                  • Analytics SQL Queries should allow # as comment

                                    # and // are very common for commenting in SQL. Not sure why analytics only allows /* and */ for commenting. Especially when # grays the line as if it's being commented out. This should be added for sure.
                                  • SalesIQ Operator Activity Reports in Zoho Analytics

                                    I'm busy building a dashboard in Zoho Analytics and I want to include SalesIQ stats in the dashboard, but I'm unable to get the statistics mentioned in the attached image. Any idea where I can get the stats for Operator Activity?
                                  • Default in fields on Form B based on the user selection in Form A

                                    Hi Everyone, I have added an action button to a form report to bring up a new form based on user selection, see it indicated in red below: Then when the ne form loads, I want to default in some of the fields based on the record the user was selected on.
                                  • No longer can indent

                                    Hey there! Is it just me or were we used to be allowed to used tab or indent when writing. It’s not working right now, has this always been the case?
                                  • Upcoming Changes to the Timesheet Module

                                    The Timesheet module will undergo a significant change in the upcoming weeks. To start with, we will be renaming Timesheet module to Time Logs. This update will go live early next week. Significance of this change This change will facilitate our next
                                  • Free webinar alert! Seamless Transition with Lossless Migration: Zoho One + Zoho Mail

                                    Hello Zoho Mail Community! 🚀 Attention IT Admins and Email Administrators! Are you planning to migrate your organization's email to Zoho Mail within the Zoho One ecosystem? 📧 Join our exclusive webinar, Seamless Transition with Lossless Migration: Zoho
                                  • Add Resource to Export

                                    The Export Data feature does not include a column for the Resource field. Without this column, Zoho Bookings cannot be used by any business for resource-based services or event types e.g. room bookings, equipment bookings. It seems to be an oversight,
                                  • Client Script | Update - Client Script Support For Custom Buttons

                                    Hello everyone! We are excited to announce one of the most requested features - Client Script support for Custom Buttons. This enhancement lets you run custom logic on button actions, giving you greater flexibility and control over your user interactions.
                                  • Mandatory field via deluge code

                                    I would like to ask you if it is possible to make a field mandatory via deluge script. For example, if I have a decision box and I click on it then I want a single line field to be mandatory. If uncheck the decision box then to do the single line as optional. I think it is not possible to do that and I have to do it via validation in 'on validate' field. 
                                  • Revenue Management: #1 What does it mean to "recognize" revenue?

                                    Earning revenue isn't just about collecting cash from your customers. It's about recording the income correctly and consistently. Revenue recognition is the process of deciding when and how to record revenue in financial statements so that they reflect
                                  • Power of Automation :: Auto-Populate Integration Field in Projects with CRM Account Data

                                    Hello Everyone, A custom function is a software code that can be used to automate a process and this allows you to automate a notification, call a webhook, or perform logic immediately after a workflow rule is triggered. This feature helps to automate
                                  • Zoho Forms and ChatGPT - populating a field using AI.

                                    I have a form where I would like the user to enter a response or query, and have another field populated using AI. For example, user enters Field 1, AI populates Field 2 in response. I want to be able to wrap some additional instruction text around the
                                  • campo tag para api

                                    debo conectarme a una api de zoho inventory y ocupo tomar el campo tag para poder asi jalar el articulo que cuente con el campo correcto en tag ejemplo que tag existen carro y avion que cuando busque los articulo con tag carro arroje solo estos por mas
                                  • Connecting Zoho Inventory to ShipStation

                                    we are looking for someone to help connect via API shipStation with Zoho inventory. Any ideas? Thanks. Uri
                                  • Uploading file as attachment to Zoho CRM

                                           Hi,   I am trying to attach a file to a Zoho CRM contact using Zoho Flow. Right now, I try to do it through the “Upload File” field in Zoho CRM (In my screenshots, it’s called Téléchargement du fichier 1).   Here is what I tried:   Case 1: Webmerge document The Flow is called “Custom Function” (see screenshot 101).   Step  1: Creating a Webmerge document (screenshot 99)   Step 2: I use “Update module entry” to upload the created file. I upload Webmerge’s “Document” in my “Téléchargemet du
                                  • Zia Answer Bot - Create Ticket

                                    Surprisingly, the current iteration of Zia will try to answer a question and unless you have "transfer to SalesIQ chat" enabled, it won't create a ticket for the user or offer them a method to create a ticket. We don't want it to create chats for us,
                                  • meassure leads phases

                                    Hi, I need to create a table to meassure the time that a lead stay in blueprint phases. the phases are first contact, second contact, lead spam, contacted, appointment. any idea? I have attached an example
                                  • 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":""}]}
                                  • In the Custom Module I have 500 Records , this 500 record only want to view to the specific user only example user A ,

                                    In the Custom Module, I have 500 Old records that should only be visible to a specific user, for example, User A. Any new records created from today onwards should be visible to Record owner in the Custom Module. Pls help how i achive this .
                                  • Invoice template, how to change the text under "Notes" and "Terms and Conditions"

                                    In "Invoice templates", there are two text/info sections at the bottom:"Notes" and "Terms and Conditions". It is possible to change the names of these two headings, but how is it possible to change/alter the text under it. As a standard it says "Thank you for your business" under Notes - I need to change it into something different- How? Thank you.
                                  • How to reply to thread via API

                                    We have built a webapp for our customers that uses the Zoho Desk API to enable each customer to view their full list of tickets, view individual tickets and raise new tickets. The Zoho Desk API doesn't have the ability to reply to a ticket/thread. Replies
                                  • Next Page