{"id":5457,"date":"2023-08-01T09:09:12","date_gmt":"2023-08-01T09:09:12","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/"},"modified":"2026-05-04T11:46:57","modified_gmt":"2026-05-04T09:46:57","slug":"what-is-rfm-analysis-how-to-apply-it-to-ecommerce","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/","title":{"rendered":"RFM: how to simpli\ufb01fy segments and speci\ufb01c actions for each group."},"content":{"rendered":"<p class=\"wp-block-paragraph\">In the business world, understanding customer behavior is critical to developing effective conversion and loyalty strategies. A powerful tool to achieve this is RFM analysis. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article we will explore how to simplify segments and group-specific actions based on this powerful procedure.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"DATA FIRST #5 | RFM ANALYSIS: UNDERSTAND YOUR CUSTOMER&#039;S BEHAVIOR\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/WwYGMMQcuiY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/#%C2%BFQue_es_el_analisis_RFM\" >What is RFM analysis?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/#%C2%BFComo_realizar_la_clasificacion_RFM\" >How to perform the RFM classification?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/#%C2%BFComo_se_aplica_la_clasificacion_RFM_dentro_del_proceso_de_compra\" >How is the RFM classification applied within the purchasing process?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/#%C2%BFDonde_puedes_encontrar_los_segmentos_RFM_dentro_de_Connectif\" >Where can you find the RFM segments within Connectif?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/#RFM_aplicado_al_Data_FirstAhora_vamos_a_lo_que_realmente_nos_interesa_que_es_ver_los_datos_RFM_dentro_de_la_herramienta_y_como_sacarles_el_maximo_partido_Lo_mas_importante_a_la_hora_de_planificar_acciones_con_un_cliente_es_evaluar_los_datos_saber_entenderlos_y_poder_proporcionar_insights_que_nos_ayuden_a_mejorar_para_campanas_futuras\" >RFM applied to Data FirstNow let's get to what really interests us, which is to see the RFM data within the tool and how to get the most out of it. The most important thing when planning actions with a client is to evaluate the data, know how to understand it and be able to provide insights that will help us improve future campaigns.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/#Casos_practicos_de_analisis_RFM\" >RFM analysis case studies<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/que-es-analisis-rfm-como-aplicarlo-en-ecommerce\/#La_ruleta_de_la_suerte\" >The roulette of luck<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_analisis_RFM\"><\/span>What is RFM analysis?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once the first purchase has been made, we consider the user as a customer. But when he is already a customer... <strong>Do all customers come back with the same needs or can they change their interests?<\/strong> Based on this, the following question arises: how do we get that customer who has trusted us to make their first purchase to continue trusting our brand for their next purchases?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To answer this question, several issues come into play, such as the type of sector of our ecommerce, whether it is a recurring sector or based on specific needs, the monetary value of the product as well as the availability of the user or whether it has solved a specific need without having a second purchase in mind, among others.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here it is essential to analyze the database of our \u201calready\u201d customers so that, in the same way that we segment users who have not yet made their first purchase to encourage purchase, we get those who have already bought from us and therefore, we consider them as customers, to buy again or even be able to recommend others to do so.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thus, the <strong>RFM analysis<\/strong>, The company's customer loyalty program, as a means of classifying customers who have already made a purchase on the basis of three variables:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u25cf <strong>R: <\/strong>Recurrence (time since last purchase),<br>\u25cf <strong>F:<\/strong> Frequency (total number of purchases made in a given period of time)<br>\u25cf <strong>M:<\/strong> Monetization or monetary value (average amount of purchases made).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFComo_realizar_la_clasificacion_RFM\"><\/span>How to perform the RFM classification?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here the technical part comes into play, which is based on the explanation of the functioning of this system based on quintiles, as we can see in the following table. The three variables from 1 to 5, resulting in 15 grids that are put together in 11 groups:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"637\" height=\"1024\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/07\/que-es-RFM-637x1024.webp\" alt=\"what is rfm\" class=\"wp-image-5444\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">These 11 segments can in turn be grouped into smaller groups in order to increase the number of contacts in each segment. <strong>In this case we will use 4 main groups<\/strong>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u25cf <strong>BEST CUSTOMERS:<\/strong> Champions + Customer \ufb01eles + Potentially \ufb01eles.<br>\u25cf <strong>POTENTIAL CUSTOMERS:<\/strong> New customers + Promising<br>\u25cf <strong>ALERT CUSTOMERS:<\/strong> Attention + You can't lose them + Falling asleep + At risk<br>\u25cf <strong>CUSTOMERS ON A TIGHTROPE: <\/strong>Hibernating + Lost<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"442\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2023\/07\/segmentos-RFM-1024x442.webp\" alt=\"rfm segments\" class=\"wp-image-5445\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Based on this classification, each of the marketing strategies that we will discuss below will be focused on, creating specific workflows for each of the segments.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFComo_se_aplica_la_clasificacion_RFM_dentro_del_proceso_de_compra\"><\/span>How is the RFM classification applied within the purchasing process?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If we think back to previous articles, such as the one by <a href=\"https:\/\/www.geotelecom.es\/en\/blog\/lead-nurturing-digital-marketing\/\">lead nurturing<\/a> where we talked about the phases of the buying process, this time we will focus on the last stages, which include both loyalty and retention or reactivation of dormant customers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"989\" height=\"413\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/rfm-lead-nurturing.webp\" alt=\"rfm lead nurturing\" class=\"wp-image-5446\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/rfm-lead-nurturing.webp 989w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/rfm-lead-nurturing-300x125.webp 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/rfm-lead-nurturing-768x321.webp 768w\" sizes=\"(max-width: 989px) 100vw, 989px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It is therefore essential to classify the strategies aimed at customers based on these three objectives:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u25cf <strong>Loyalty<\/strong>Focused on customers with high RFM, with the objective of converting them into VIP customers who not only buy from us versus the competition, but also recommend us to other users to make their first purchase.<br>\u25cf <strong>Retention<\/strong>Focused on customers with medium RFM, with the objective of getting those who have already made their first purchase with us, but are undecided, to return to make more purchases with us.<br>\u25cf <strong>Reactivation<\/strong>Focused on customers with low RFM, those who once made a purchase on our website or ecommerce, but both recurrence, frequency or even monetary value imply a specific strategy focused on recovering them as customers before they go to the competition.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFDonde_puedes_encontrar_los_segmentos_RFM_dentro_de_Connectif\"><\/span>Where can you find the RFM segments within Connectif?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Within the Connectif tool itself, we can visualize these RFM segments from the <strong>user profile<\/strong>. Once inside, we scroll to a middle area and we will see a basic table with the values of Recency, Frequency and Monetary Value.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As you can see in this example, this customer has Recency 4, Frequency 5, Monetary Value 3, so he is categorized as Potentially Loyal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to this position, we can play with the values from the Dynamic Segments and Dynamic Plus part itself.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dynamic Segment<\/strong>As you can see, you can filter by each value individually or also by type of specific segment.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dynamic Plus Segment<\/strong>with this more complete functionality we can extract multiple variables to add them to the segment or exclude them.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"RFM_aplicado_al_Data_FirstAhora_vamos_a_lo_que_realmente_nos_interesa_que_es_ver_los_datos_RFM_dentro_de_la_herramienta_y_como_sacarles_el_maximo_partido_Lo_mas_importante_a_la_hora_de_planificar_acciones_con_un_cliente_es_evaluar_los_datos_saber_entenderlos_y_poder_proporcionar_insights_que_nos_ayuden_a_mejorar_para_campanas_futuras\"><\/span>RFM applied to Data FirstNow let's get down to what really interests us, which is to look at RFM data within the tool and how to get the most out of it. The most important thing when it comes to planning actions with a customer is <strong>evaluate the data, understand it and be able to provide insights <\/strong>to help us improve for future campaigns.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">From the Dashboard we can use the <strong>RFM metrics<\/strong> to better understand our customers in various aspects of eCommerce:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>\u25cf Purchasing<br>\u25cf Cart<br>\u25cf Products<br>\u25cf Email<br>\u25cf Web Content<\/td><td>\u25cf Push notifications<br>\u25cf Sms<br>\u25cf Web Traffic<br>\u25cf Contact<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Once we see the graph, we can filter by several variables:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Casos_practicos_de_analisis_RFM\"><\/span>RFM analysis case studies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>BEST CUSTOMERS -<\/strong> <em>Loyalty<\/em> - The idea is to offer them a personalized message where we let them know that they are our best customers and some kind of pre-sale\/private sale. It could be a campaign where this RFM group is sent the promo 6h before the rest.<\/li>\n\n\n\n<li><strong>PROMISING CUSTOMERS<\/strong> - <em>Retention<\/em> - We can provide you with valuable information<br>or branding, for example, in the time it takes to ship and receive a product.<\/li>\n\n\n\n<li><strong>ALERT CUSTOMERS<\/strong> - <em>Reactivation<\/em> - To be able to try to make some kind of interactive game where the user can make <em>engagement<\/em> with the brand. This way you will see that we include news within the account and that we are interested in enhancing the relationship with the user. <\/li>\n\n\n\n<li><strong>ON A TIGHTROPE<\/strong> - Specific campaign, ignore segment of all other generic campaigns (either they buy again or they leave).<\/li>\n\n\n\n<li><strong>CUSTOMERS WHO HAVE NEVER PURCHASED<\/strong>: Boost first purchase - Applying an interesting discount for the first purchase.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Let's develop one of them so you can apply it in your campaigns. In this case we want to do something more interactive so we're going to go with the <strong>segment #3<\/strong>, for <strong>Clients on Alert<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"La_ruleta_de_la_suerte\"><\/span>The roulette of luck<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As we love to interact with the user and offer him innovative actions where he is a participant, we have developed a lucky roulette based on GIFs and the wonderful \u201cSplit\u201d node.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First we create a <strong>Dynamic Plus Segment<\/strong> to make our <strong>Customer Alert RFM segment<\/strong> (important to note is to add the other RFM values with \u201co\u201d): <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We start from the initial node in which we select our new <strong>Clients on Alert\u201c segment\u201d<\/strong>. When one of these customers visits the page, we activate the Split node with different odds. Through a pop-up with a roulette GIF, we show different versions with different prizes. That is, we have: <strong>4 prizes = 4 pop-ups = 4 GIFs (each for one prize)<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once we show the roulette wheel and the prize that has been won, we provide a form so that the customer can leave us his email (great for capturing new leads). In order to use the coupon, the customer needs a code that the customer receives via email once he\/she has left us his\/her email.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it's that simple! You can make similar campaigns adapted to many themes and times of the year. You set the limits for yourself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here is an example of the roulette wheel:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We do not want to close this post without first making a few brief comments <strong>recommendations and essential tips:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do you already know how to apply RFM analysis to your project? If you need help, <a href=\"https:\/\/www.geotelecom.es\/en\/contact\/\"><strong>contact us now<\/strong><\/a>&nbsp;and starts using RFM analytics<em>&nbsp;<\/em>in your <a href=\"https:\/\/www.geotelecom.es\/en\/marketing-automation\/\">Marketing Automation<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>In this article we will explore how to simplify the segments and the specific actions for each group based on this methodology.<\/p>","protected":false},"author":111,"featured_media":6357,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":["post-5457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automatizaciones-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RFM: c\u00f3mo simpli\ufb01car los segmentos y acciones espec\u00ed\ufb01cas para cada grupo - 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