dashboard page template for tableau on Sales Sales Effectiveness Sales (expert) RFM Analysis (Recency-Frequency-Monetary) data visualization dataviz

 

Presentation

This dashboard page shows the results of the RFM Analysis on your Sales data.

 RFM Analysis is a method to create powerful segmentation of your customer base, and which provides insight on the marketing actions which could be successful with each segment.

Your customers will be split into the following segments:

  • Champions: Bought recently, buy often and spend the most!
  • Loyal: Spend good money with us often. Responsive to promotions.
  • Potential Loyalist: Recent customers, but spent a good amount and bought more than once.
  • Promising: Recent shoppers, but haven’t spent much.
  • New Customers: Bought most recently, but not often.
  • Need Attention: Above average recency, frequency and monetary values. May not have bought very recently though.
  • About to Sleep: Below average recency, frequency and monetary values. Will lose them if not reactivated.
  • At Risk: Spent big money and purchased often. But long time ago. Need to bring them back!
  • Cannot Lose Them: Made biggest purchases, and often. But haven’t returned for a long time.
  • Hibernating: Last purchase was long back, low spenders and low number of orders.
  • Lost: Lowest recency, frequency and monetary scores.

 

Principle of the analysis

RFM stands for "Recency-Frequency-Monetary" Analysis.

Each of your customers will be individually ranked vs the others based on those three criteria:

  • Recency: when was the last order placed?
  • Frequency: does this customer place order many times?
  • Monetary: does this customer spend a lot of money with us?

For each of those three criteria, a mark will be given (from 1-not good; to 5-excellent) to each customer.

At the end of the process, each customer will have a RFM code like "555" (best customers; having bought very recently, buying frequently, and buying for a large volume), "432", "544"...

There are 125 possible combinations of profile.

Then, we regroup those profiles into segments:

 

RFM Analysis results

From left to right, you can see:

  • The RFM segment
  • The description of the RFM segment
  • The Total Sales of this segment vs the other (+share of total)
  • The Active Customers # of this segment vs the other (+share of total)
  • A recommended marketing action for this segment
  • The list of customers belonging to this segment

 

Filter your data

This data visualization comes with four top filters:

In your Sales (expert) dashboard, you will be able to filter on:

  • CustomerName of the customer
  • Sales GroupThe way you regroup sales: business line, product category…

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