RFM 

The RFM section lets you configure your RFM analysis model and review calculation logs for models you have already set up. 

RFM model settings

Go to Settings > RFM in the side menu and select the Model settings tab.

RFM matrix size: Choose your matrix size. Right now, we offer one option: 5 x 5 x 5 fields.

Time period: Pick the timeframe for your RFM analysis. You can choose from: 2 years, 1 year, 6 months, 5 months, or 4 months.

Score ranges: Decide how to assign scores for Recency, Frequency, and Monetary dimensions. You have two options:

• Automatic calculation of ranges based on quintiles – this uses statistical parameters to calculate ranges automatically.
• Manually setting ranges – You define your own scores for each dimension.

You can use the same method for all dimensions, or mix and match as needed.

When you choose Specify ranges manually, you’ll see a table where you can set scores for 5 customer groups. Score 1 represents your lowest-performing customers, while score 5 represents your best customers.

Here’s how each dimension works:

• Recency – days since the customer’s last order.
• Frequency – number of orders in your selected period.
• Monetary – total order value in your account’s currency.

The RFM Segments section shows how your score ranges translate into customer segments. Your customers get sorted into 11 categories based on their three-dimensional scores:

• Champions 
• Loyal 
• Potential loyalists 
• New customers 
• Promising 
• Need attention 
• About to sleep 
• At risk 
• Cannot lose them 
• Hibernating customers 
• Lost customers 

Each score shows three digits for recency, frequency, and monetary values. If the default arrangement doesn’t fit your business, you can drag and drop the scoring tiles to different segments.

Use the Reset scores to default values button below the table to undo your changes and return to system defaults.

RFM calculation logs

This section shows your calculation logs — basically a record of when your RFM model gets updated. We run updates once daily at a set time.

The log table includes these columns:

• ID – log entry number.
• RFM matrix size – the matrix size from your model settings.
• Time period – your selected timeframe in months (like 24 months for 2 years).
• Created – when the log was created.
• Started – when calculation began.
• Completed – when calculation finished.
• Status – shows Queued, In Progress, Completed, Error.
• Error description – if something goes wrong, you’ll see “RFM calculation for unit {unitId} failed. Error: {errorMessage}” will appear in this line. Contact your account manager to troubleshoot any errors.

The Calculate now button on the left lets you trigger an immediate RFM update. After you use this, future calculations will run automatically from that time forward.