RFM analysis is used to analyze the RFM metrics of users in an RFM Model to obtain the distribution of RFM user types, as shown in the following figure.
Procedure
You can use one of the following methods to go to the RFM Analysis page:
In the left-side navigation pane, choose User Insight > User Analysis > RFM Analysis. The RFM Analysis page appears, as shown in the preceding figure.
Choose Workspace> User Insight > Marketing Models > RFM Models. On the Marketing Models page, find the RFM model that you want to analyze and click Analyze in the Actions column.
Select the RFM model to be analyzed from the drop-down list in the upper right corner, and the corresponding analysis chart will be displayed below.
NoteIf you go to the RFM Analysis page from the RFM Models page, the corresponding RFM model is selected by default.
The analysis result consists of two parts:
Core indicators
If the analysis type of the selected RFM model is Order Summary Data, the numbers of transaction users, transaction amount, transaction amount per capita, and transaction frequency per capita are displayed.
If the analysis type of the selected RFM model is Order Detail Data, the numbers and trend charts of Transaction Users, Transaction Amount, Transaction Amount per Capita, and Transaction Frequency per Capita are displayed.
RFM user composition (user type)
Displays the distribution of user types of the RFM model based on the user classification definition of the model. For more information about RFM user types, see RFM User Types and Division Rules.
In the upper-right corner of the chart, you can select User Number, Consumption Amount, or Consumption Frequency to view the distribution of user types.
Move the pointer over the graph of a specific type of users. The number and proportion of users of this type, transaction amount per capita, and transaction frequency per capita are displayed.
To create a user of a specified type as a group, click the
icon in the upper-right corner of the chart. In the dialog box that appears, select a user type. You can select one or more user types, enter the name and description of the group, specify whether to make the group public, select the directory where the group is saved, and select the associated sub-campaign. For more information, see Marketing Campaign Documentation. Then, click OK. 
Linkage Details
Click the graph of a type of user. The consumption information of five sample users of this type is displayed below.
RFM user composition (consumption distribution)
Consumption power distribution (MF-R): the x-axis is F transaction frequency, the y-axis is M transaction amount, and the point size is R last transaction interval. The MF distribution is used to visualize the distribution of users' spending power, and then the size of R is used to lock which users are more loyal. The larger the point, the higher the user loyalty.
Consumption potential distribution (MR-F): the x-axis is R's last transaction interval, the y-axis is M transaction amount, and the point size is F transaction frequency. Through the MR distribution to see the user's consumption potential, and then through the size of F to tap more valuable users. The larger the point, the more valuable the user is.
Consumption distribution (RF-M): the x-axis is F transaction frequency, the y-axis is R last transaction interval, and the point size is M transaction amount. Through the RF distribution to see the user's consumption changes, and then through the size of M to determine which users are more necessary to save. The bigger the point, the more necessary it is for the user to redeem it.
Move the mouse over the graph of a certain type of user to display the per capita transaction data of that type of user.
RFM User Types and Classification Rules
Comparing the user's RS, FS, and MS scores with the RS comparison value, FS comparison value, and MS comparison value, respectively, the user's relative value level in the group can be obtained:
The user score is greater than the comparison value, and the value is higher.
The user score is less than the comparison value and the value is lower.
RS, FS, and MS are the consumption interval, consumption frequency, and consumption amount scores of users respectively.
The RS comparison value, FS comparison value, and MS comparison value are the average values of the consumption interval, consumption frequency, and consumption amount scores of all users in the RFM model (that is, the weighted average in statistics), or custom values.
For more information about how to set scoring rules and comparison values in an RFM model, see Create RFM Model.
The value of users in any one of R, F and M can be divided into high and low categories. Based on the performance of R, F and M, users can be divided into 8 types. The detailed types and classification rules are shown in the following figure.
RFM customer type | RS | FS | MS | Description |
High-value users | Greater than or equal to RS comparison value | Greater than or equal to FS comparison value | Greater than or equal to MS contrast value | Define users with recent consumption dates, high consumption frequency, and high consumption amount as high-value users. |
Focus on keeping users | Low | Greater than or equal to FS comparison value | Greater than or equal to MS contrast value | Define users whose most recent consumption date is far away but whose consumption frequency and consumption amount are high as key retention users. |
Focus on user development | Greater than or equal to RS comparison value | Low | Greater than or equal to MS contrast value | A user with a recent consumption date and a high consumption amount but a low consumption frequency is defined as a key development user. |
Focus on retaining users | Low | Low | Greater than or equal to MS contrast value | Users whose recent consumption date is far away and whose consumption frequency is low but whose consumption amount is high are defined as key retention users. |
General Value User | Greater than or equal to RS comparison value | Greater than or equal to FS comparison value | Low | A user with a recent consumption date and a high consumption frequency but a low consumption amount is defined as a general value user. |
generally keep users | Low | Greater than or equal to FS comparison value | Low | A user whose recent consumption date is far away and whose consumption amount is not high but whose consumption frequency is high is defined as a general user. |
General development users | Greater than or equal to RS comparison value | Low | Low | A user with a recent consumption date but low consumption frequency and low consumption amount is defined as a general development user. |
Potential users | Low | Low | Low | Users whose recent consumption date is far away, whose consumption frequency is not high, and whose consumption amount is not high are defined as potential users. |