{"id":147106,"date":"2015-01-21T11:54:59","date_gmt":"2015-01-21T19:54:59","guid":{"rendered":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/rfm-analysis-ecommerce\/"},"modified":"2025-10-31T05:02:44","modified_gmt":"2025-10-31T12:02:44","slug":"rfm-analysis-ecommerce","status":"publish","type":"post","link":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/rfm-analysis-ecommerce\/","title":{"rendered":"RFM Analysis for eCommerce | OroCRM"},"content":{"rendered":"<p><span style=\"line-height: 1.714285714;font-size: 1rem\">In a recent release of OroCRM, a flexible and very powerful customer analysis feature made its debut. This feature is known as RFM. Today we explore RFM analysis in more detail, particularly for eCommerce merchants looking to use this marketing technique to identify top performing customers in a dynamic way.<\/span><\/p>\n<h2>What is RFM?<\/h2>\n<p><a href=\"https:\/\/oroinc.com\/orocrm\/wp-content\/uploads\/sites\/8\/2018\/01\/shutterstock_137721311-800x533-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-147107\" src=\"https:\/\/oroinc.com\/orocrm\/wp-content\/uploads\/sites\/8\/2018\/01\/shutterstock_137721311-800x533-1.jpg\" alt=\"OroCRM is a customer focused company.\" width=\"336\" height=\"224\" \/><\/a>Let us first define RFM Analysis. RFM (Recency, Frequency, and Monetary) analysis is a way to quantitatively identify which of your customers are top customers (amongst other things) based on how recent they purchased, how often they purchase and how much they spend when they purchase. Customers are scored based on these parameters and this score allows you to determine where to spend marketing and sales efforts most effectively.<\/p>\n<h2>Define RFM Segments<\/h2>\n<p>In OroCRM, a marketer can define and customize as many scores or buckets as needed to properly utilize RFM for their needs. Setup is simple, and takes just a few minutes. <span style=\"font-weight: 400\">Here is what <\/span><span style=\"font-weight: 400\">recency frequency monetary values<\/span><span style=\"font-weight: 400\"> measure.<\/span><\/p>\n<ul>\n<li>Recency is measured in days. The fewer days since a customer\u2019s last purchase the better so setup a threshold that make sense for your business. In our example below our best customers purchase from our store every week.<\/li>\n<li>Frequency is measured in orders per year. How many orders per year do your best customers make? We decided our best customers order every week, so 50 or more orders makes a great customer in this example.<\/li>\n<li>Monetary value is the amount of money collected and is also setup on an annual basis.<\/li>\n<\/ul>\n<p>Here is a look at our setup for a very active eCommerce store with a loyal customer base.<\/p>\n<p><a href=\"https:\/\/oroinc.com\/orocrm\/wp-content\/uploads\/sites\/8\/2018\/01\/RFM-Config-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-146041\" src=\"https:\/\/oroinc.com\/orocrm\/wp-content\/uploads\/sites\/8\/2018\/01\/RFM-Config-1.png\" alt=\"RFM-Config\" width=\"730\" height=\"358\" \/><\/a><\/p>\n<h2>Visualizing an RFM Score<\/h2>\n<p>With RFM configured for your eCommerce channel, your customers in that channel have already been scored and are ready for segmentation automatically.<\/p>\n<p>RFM scores can be used throughout OroCRM in many different ways. Here are a few popular use cases of how others are using RFM scores in OroCRM.<\/p>\n<ul>\n<li><b>Creating segments based on RFM score.<\/b> Segments often look at Top Customers, Most Active Customers and Top Grossing Customers. Other useful segments include Rescue Customers, 1 Year No Activity Customers and many others to quickly identify groups to target with unique messaging, offers or personalized contacts.<\/li>\n<li><strong>In the Account View, each RFM score is displayed in the channel section.<\/strong> This allows for quick decision making for Sales and Service staff giving them an at-a-glance view of the value of this customer.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Account.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-147015\" src=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Account.png\" alt=\"RFM-Account\" width=\"800\" height=\"241\" srcset=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Account.png 1296w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Account-720x217.png 720w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Account-760x229.png 760w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Account-768x232.png 768w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Account-360x109.png 360w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Account-1080x326.png 1080w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<ul>\n<li><strong>RFM is popular for generating reports<\/strong> and using those reports to generate new opportunities. In the example below we created a quick report to show customers with high RFM scores that have recent abandoned shopping carts with a high monetary value. This creates a perfect list of potential opportunities that are very likely to purchase with a simple follow up.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-147111\" src=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit.png\" alt=\"RFM-Report-Edit\" width=\"800\" height=\"391\" srcset=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit.png 1877w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit-720x353.png 720w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit-760x372.png 760w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit-768x376.png 768w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit-1536x752.png 1536w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit-360x176.png 360w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-Edit-1080x529.png 1080w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><a href=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-147113\" src=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report.png\" alt=\"RFM-Report\" width=\"800\" height=\"444\" srcset=\"https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report.png 1326w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-720x400.png 720w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-760x422.png 760w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-768x426.png 768w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-360x200.png 360w, https:\/\/oroinc.com\/b2b-ecommerce\/wp-content\/uploads\/sites\/3\/2025\/10\/RFM-Report-1080x599.png 1080w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>RFM scores are often used in segments<\/strong> to target a specific group through email marketing. Knowing which customers are Top Customers across online channels, having those customers in a dynamic OroCRM marketing list and pushing those customer segments to your email marketing platform makes for a powerful combination.<\/li>\n<\/ul>\n<h2>RFM by Commerce Channel<\/h2>\n<p>Because no two channels are 100% identical, RFM can be set up on a per-channel basis. This provides you flexibility to control the RFM parameters for different platforms, marketplaces, websites and others to score each customer appropriately for your business.<\/p>\n<p><a href=\"https:\/\/oroinc.com\/b2b-ecommerce\/b2b-ecommerce-customer-adoption\/?utm_source=inbound&amp;utm_medium=blog&amp;utm_campaign=adoptionguide&amp;utm_term=rfm&amp;utm_content=struggling-white\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-6974 aligncenter\" src=\"https:\/\/oroinc.com\/wp-content\/uploads\/sites\/8\/2017\/01\/banner-4-720x85.png\" alt=\"\" width=\"720\" height=\"85\" \/><\/a><\/p>\n<h2>RFM for OroCRM<\/h2>\n<p><span style=\"font-weight: 400\">There are many ways your organization can utilize <\/span><span style=\"font-weight: 400\">Recency Frequency Monetary value<\/span><span style=\"font-weight: 400\"> Metrics to maximize revenue, provide proper support and empower marketing and sales teams with effective tools for success. <\/span><span style=\"font-weight: 400\">RFM analysis<\/span><span style=\"font-weight: 400\"> often supports the marketing adage that \u201c80% of business comes from 20% of customers,\u201d so make sure to always know who that 20% is and how to best reach them with RFM for OroCRM.<\/span><\/p>\n<p><a title=\"Contact Us\" href=\"https:\/\/oroinc.com\/orocrm\/contact-us\/\">Contact us today<\/a> for a personalized demo of OroCRM so we can show you this feature and others in a way that focuses on your business needs. Also feel free to use OroCRM yourself anytime by accessing our demo online at demo.orocrm.com. We look forward to hearing from you!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a recent release of OroCRM, a flexible and very powerful customer analysis feature made its debut. This feature is known as RFM. Today we explore RFM analysis in more detail, particularly for eCommerce merchants looking to use this marketing technique to identify top performing customers in a dynamic way. What is RFM? Let us [&hellip;]<\/p>\n","protected":false},"author":44013,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ep_exclude_from_search":false,"footnotes":""},"categories":[210,6,208],"tags":[329,295,335,133,336,337],"class_list":{"0":"post-147106","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-b2b-ecommerce","7":"category-product-news-updates","8":"category-sales-marketing","9":"tag-customer-segmentation","10":"tag-marketing-and-sales-tools","11":"tag-marketing-features","12":"tag-orocrm","13":"tag-rfm-analysis","14":"tag-rfm-for-ecommerce"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>RFM Analysis for eCommerce | OroCRM<\/title>\n<meta name=\"description\" content=\"Learn how RFM (Recency, Frequency, and Monetary) analysis can help you gain a better 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