RFM analysis

Score every customer on Recency, Frequency and Monetary value and act on the resulting groups.

RFM result: customers grouped by recency and frequency score, with size and average monetary value.

How to read it#

The x-axis is the recency score (how recently a customer purchased); the y-axis is the frequency score.
Each block is a group with its user count, share of customers and average monetary value.

Group	Typical action
Champions	Reward, ask for reviews, early access.
Loyal Customers	Upsell and loyalty programs.
Potential Loyalists	Membership offers, personalized recommendations.
New Customers / Promising	Onboarding and a second-purchase incentive.
Need Attention / About To Sleep	Time-limited offers to re-activate.
At Risk / Can’t Lose	Win-back campaigns before they churn.
Hibernating	Low-cost reactivation or suppression.

Click Save All Segments to turn every RFM group into a segment you can target from Segments and Journey Orchestration.

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Screenshots captured from the B2Metric E‑Commerce demo workspace, October 2026.