Wiki source code of RFM-сегменты
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| 1 | (% class="lead" %) | ||
| 2 | **RFM** — is a method used to analyze customer value. | ||
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| 4 | RFM segmentation divides customers into three groups: | ||
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| 6 | * **Recency** (limitation) – How much time had passed since the last purchase. The less time has passed, the more likely the customer will soon buy again. | ||
| 7 | * **Frequency** — The more often the customer buys, the more likely he/she will buy again. | ||
| 8 | * **Monetary** (monetary value) - The amount of transactions. The more money the client has spent, the more likely he/she is to spend more. | ||
| 9 | |||
| 10 | A score from 1 to 5 is assigned to each dimension. The maximum score represents the preferred behavior. All clients are divided into 5 equal groups. | ||
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| 12 | For example, M5 segment includes those customers who made purchases for a larger amount of money, M1 segment includes those who spent the least amount of money. | ||
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| 14 | == Viewing RFM Segments == | ||
| 15 | |||
| 16 | **Customers → RFM Segments** section displays information on RFM segments. The page has 3 tabs: | ||
| 17 | |||
| 18 | * RF — data about how much time had passed since the last customer purchase (R) and the frequency of purchases (F). | ||
| 19 | * RM — data about how much time had passed since the last purchase (R) and amount of transactions (M). | ||
| 20 | * FM — data on the frequency of purchases (F) and the amount of transactions (M). | ||
| 21 | |||
| 22 | In the drop-down list (see below), you can select the segment on which the RFM will be calculated, for this you must [[create segment>>doc:Main.Using.Smart_Communications.Customers.User_segments.Segment_builder.WebHome]]. | ||
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| 24 | |(% style="border-color:white" %){{lightbox image="image1.png"/}} | ||
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| 26 | A cell in this table corresponds to one segment. For example, segment R5-M5 includes customers who made purchases for the sums from 449 to 7,985 USD, and the last purchase was made from 5 to 42 days ago. | ||
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| 28 | (% class="box infomessage" %) | ||
| 29 | ((( | ||
| 30 | The period for RFM segmentation is set in the project settings during implementation. As a rule, it is 1 year. Older receipts are not taken into account. If necessary, the period can be changed by sending request to our technical support team. | ||
| 31 | ))) | ||
| 32 | |||
| 33 | In the table, the segments are highlighted in **different colors**. For example, the green color highlights loyal customers who buy often and the last purchase was recently. Those who bought little and a long time ago are highlighted in gray. | ||
| 34 | |||
| 35 | Clicking on a table cell displays segment information: | ||
| 36 | |||
| 37 | * Segment Metrics; | ||
| 38 | * List of customers in the segment. | ||
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| 40 | |(% style="border-color:white" %){{lightbox image="image2.png"/}} | ||
| 41 | |||
| 42 | (% class="box infomessage" %) | ||
| 43 | ((( | ||
| 44 | **RFM segments** in [[Smart Communication>>doc:Main.General_information.Smart_Communications.WebHome]]** **and [[Loymax Loyalty>>doc:Main.General_information.Loymax_Loyalty.WebHome]] are **different **indicators and **do not depend on each other**. | ||
| 45 | In Smart Communication: | ||
| 46 | |||
| 47 | * RFM segments are used to create [[mailings>>doc:Main.Using.Smart_Communications.Mass_mailings.WebHome]]; | ||
| 48 | * RFM segment thresholds are unchanged. | ||
| 49 | ))) |