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

    • Weekly Sales Summary

      Is it possible to generate a weekly report in Zoho Books to show -$$ amount of estimates generated -# of estimates generated by Salesperson -$$ amount of Sales Orders created -$$ amount of Invoices generated

    • Pricing Strategies: #4 Counting on Discounts

      "Is there any chance I can get a little discount on this month's service?" Maya hears this almost every time at her fitness studio. She offers monthly subscription plans for various services, including yoga, strength training, wellness sessions, and personal

    • Introducing Query Workbench in Zoho CRM

      Hello everyone! We’re excited to announce the Query Workbench, a brand-new interface designed to improve developer experience of building Queries in Zoho CRM faster, simpler, and more intuitive. In the past, constructing queries required navigating across

    • Limitation with Dynamic Email Attachment Capture

      I've discovered a flaw in how Zoho Creator handles email attachments when using the Email-to-Form feature, and I'm hoping the Zoho team can address this in a future update. The Issue According to the official documentation, capturing email attachments

    • Add Customer in Books on Creator Form Submit Params

      Hi guys, Were integrating a creator app with books however what were doing is adding a books customer on submit of creator form.  We have some parameters but some fields aren't coping, All were seeing is the contact name in books,.  Any help of the params for this would be great. below is a sample of the script... response = zoho.books.createRecord("contacts", "XXXXXXXXX", { "contact_name" : input.Name, "address" : input.Email }); 

    • 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?

    • Weekly Tips: Protect Confidential Information with PGP in Zoho Mail

      We deal with confidential information almost every day, whether it is being sent out or received. Though emails sent using Zoho Mail are encrypted both during transit and at rest, attempts to access and steal your sensitive data are always a threat that

    • Suggestion : link KB with Accounts

      Hi Zoho teams.  I think it could be good to link KB articles with  : accounts in order to easily  find articles dedicated to some account specificities. I tried to use tags , but tags are free text with not easy way  to retrieve it directly from ticket or list article for one tag. Tickets : It would be a good way to measure usage of KB directly from ticket when we don't need to copy/paste KB in solution. And : Great Tool , keep going ! 

    • Drag and Drop in Creator Application

      Hi, I am in the planning phase of a new application and I would like to use 'Drag and Drop' in the user interface of my new Creator application that I am sketching out, but I don't seem to be able to find any reference that this is available to developers. In my instance I have table of entries and I would like to be able to allow users to move an entry to another table (much like you do in your own interface when creating a Pivot Table report. In addition, I would like the user to be able to re-order

    • Is there any way to integrate Zoho with Zapier?

      Is there any way to integrate Zoho with Zapier? I'd like to use it to create a workflow, sharing posts from our Wordpress website to all our channels.

    • Popular Articles Report

      From data to decisions: A deep dive into ticketing system reports Content management teams can use various metrics to assess the effectiveness of knowledge base articles, improve content quality, and ensure articles are regularly updated. Predefined article

    • Invoice Ref. Field

      Hello Team, Currently, the Invoice Ref. field is set to a Number type with a maximum limit of 9 digits. However, we often receive customer invoices that contain up to 12 digits. In some cases, the invoice reference includes not only numbers but also letters

    • 60 Days Into Zoho - Tiktok Branding Startup -7 Questions?!

      Wsp Everybody I co-own a TikTok Branding / Consulting Startup & have been using Zoho for the past 60 days - Am now looking to make our overall operations & processes more Efficient & Effective! Curious to know how others are using the platform & what's

    • Turning off the new UI

      Tried the new 'enhanced' UI and actively dislike it. Anyone know how to revert back?

    • XML format to import knowledgebase into Zoho Desk

      Hi, We just started to use Zoho Desk and want to import our knowledgebase from our old support system (Freshdesk) to Zoho Desk. Can anyone give us information about the format of xml file to import? There is no explanation on the related page.

    • Pushing Zoho People leave into Microsoft calendar: how to chose how "event" is shown (busy, free etc)

      Hi, how can I select how a "leave" event is pushed into Microsoft calendar? I want for leave "working elsewhere" to show as working elsewhere and NOT as busy.

    • Duplicate Accounts

      Hi There, I am looking for a solution, script, workflow or anything to solve an issue we have - in our customers section we have a rule that doesn't allow duplicates, however Zoho will allow customers with xxxxx and xxxxx PLC or LTD so effectivley we

    • Error with If formula

      I've got this super simple If formula, what is the reason for the error? If ( LEN(${Leads.Trial Slot Option}) == 3,'y','n') Syntax Error. Check the examples for any functions you're using to see if you formatted them correctly. Make sure your fields are

    • Announcing Multi-language Support in Zoho FSM

      Zoho FSM now speaks your language. The much-awaited multi-language support is now available in Zoho FSM. The following languages are supported in Zoho FSM: Dutch (Nederlands) English - United Kingdom English - United States French (français) French -

    • Creating multiple CRM leads from a Zoho Forms subform

      Hi all, We have a heavily used intake form that is used for new leads as a part of our intake. There is a subform that allows the lead to add additional team members, their titles and other basic info. That form submission creates a new Lead and the subform

    • Free webinar! Build smarter apps with Zoho Sign and Zoho Creator

      Hello, Bring the power of digital signatures to the apps you build in Zoho Creator! Connect Zoho Sign as a microservice and enable seamless e-signature workflows in your applications. This integration allows you to automate signing tasks using Deluge.

    • Restrict Addresses in Zoho Forms?

      In the address field, is there a way to restrict the addresses that auto populate (via Zoho Maps or Google Maps) to a specific state (I know it's possible with the country). Additionally, how often does the address in Zoho Maps get updated? Certain addresses

    • Unable to send message;Reason:553 Relaying disallowed. Invalid Domain

      i have facing the issue "Unable to send message;Reason:553 Relaying disallowed. Invalid Domain" if i verify domain evertthing i did but still face the same error.

    • ZohoMail is so close to being Perfect BUT

      Why don’t you have HILIGHTING???!! I've been trying to find a substitute for Edison Mail but I want & need hilighting (preferably in more than just yellow)! Is this even on your To Do list? I’m so disappointed. 🙄

    • Weekly Tips: Secure your attachment downloads with Zoho Mail

      Safety is one of our main concerns, whether it’s about device security or online protection. We use tools like fingerprint scanners, facial recognition, and two-factor authentication to keep our devices and email accounts secure. We use methods like OTP

    • 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

    • Looking for best practices to import data from SAP Business One (on-prem) into Zoho Analytics via Zoho DataPrep / Databridge — daily automated schedule

      Hi all, I’m using SAP Business One on-prem (SQL Server / or HANA — depending on DB backend) as our ERP. I want to build a pipeline that, every morning at 9:00 AM IST: pulls transactional data (invoices, customers, products, stock, etc.) from SAP B1, loads

    • Zoho One Unified Portal - Applications

      Hello, It is great to see the work on the New Unified Customer Portal. Thanks for that. The number of applications is limited though. It is now only around the Zoho Books ecosystem (Books, Expense...) and Zoho Social. = Are other applications planned

    • Using a third party service provider want to move directly with Zoho

      Hi good day I’m currently using Zoho but I’m using a third party service provider I want to move directly with you guys I’m using Zoho email and invoices and my domain please let me know if it’s possible to move away from the third party provider my email

    • Marketing Tip #10: Start a customer loyalty program

      Winning a new customer is great, but keeping them coming back is even better. A loyalty program rewards repeat buyers with points, giving them more reasons to shop again. Over time, this builds trust and long-term relationships. Try this today: Set up

    • Zia Actions: AI-powered Workflow Automation for Faster and Smarter Execution

      Hello everyone, Updated on 12th Dec 2025 Zia actions for Workflow is available for Enterprise edition ONLY. These features are currently available in the following DCs: US, CA, EU, IN, and AU Email Auto reply and Content Generation are available as Early

    • Do Individual Forums within Categories, in Desk Community, Produce Their Own RSS Feed?

      Do Individual Forums within Categories, in Desk Community, Produce Their Own RSS Feed? If not, can anyone share a work-around that could help me get an RSS feed for individual category forums?

    • Incremental Migration Issue – Ticket Showing Resolution on Dec 9 Despite Urgent MX Cutover (Ticket ID: 152080262)

      I am experiencing an issue with Zoho Mail incremental migration from Rackspace. The initial full migration completed successfully, but the incremental migration for one mailbox failed immediately with the message: “User not exist” This appears to be a

    • Change Last Name to not required in Leads

      I would like to upload 500 target companies as leads but I don't yet have contact people for them. Can you enable the option for me to turn this requirement off to need a Second Name? Moderation update (10-Jun-23): As we explore potential solutions for

    • Resend Client Portal Invitation + View Email Delivery Status

      Hi Zoho Team, We hope you are doing well. We would like to request two important enhancements related to the Zoho Creator Client Portal invitation process. At the moment, when we add a user to the Client Portal, Zoho Creator automatically sends an invitation

    • Get user last login

      1. Is there a way to programmatically get the last user login to trigger certain workflows? 2. Is there a way to programmatically access the custom fields on a user's account?

    • Seeking Zoho Creator Expert (Delivery Management App / Logistics Ops) — Built & Deployed Before

      Hi everyone, We’re building a Delivery Management App (focused on delivery operations for now) using Zoho Creator. We’re looking for a Zoho Creator expert who has already developed and deployed a similar delivery/workflow system and can assist us with

    • Copy paste from word document deletes random spaces

      Hello Dear Zoho Team, When copying from a word document into Notebook, often I face a problem of the program deleting random spaces between words, the document become terribly faulty, eventhough it is perfect in its original source document (and without

    • Adding Multiple Files to a Zoho Vault Entry

      There is a old blog post talking about adding multiple file attachments to one Zoho Vault Secret: https://www.zoho.com/blog/vault/introducing-new-features-in-zoho-vault-powerful-password-sharing-wider-storing.html Is that still possible, I can see how

    • FNB South Africa Bank Feed

      I should've thought this wouldn't work. As suspect, Zoho claims to be able to pull bank feeds from First National Bank (South Africa), but fails everytime. I suppose Xero (or even Sage One) is the way to go? If they (miraculously) get it to work again,

    • Next Page