RFM Analysis | Tableau Exchange

RFM Analysis

by Tableau


The Tableau Accelerator for RFM Analysis gives you a jumpstart on data-driven insights into how your customer base is segmented according to their RFM values and recommends marketing actions for each identified segment.

Sales managers can use this Accelerator to better understand their customers’ lifetime value to improve retention.

RFM stands for Recency, Frequency, and Monetary value, each corresponding to a key customer trait. RFM metrics are important indicators of a customer's behavior, as frequency and monetary value influence a customer's lifetime value, while recency influences retention, a measure of engagement.

Answer key business questions

  • How is our customer base segmented?
  • What are the recommended marketing actions to address each customer segment?
  • Which customers constitute each of our RFM segments?

Monitor and improve KPIs

  • Total Sales
  • Active Customers #

Required attributes

  • Date (date)
  • Customer (string)
  • Sales Amount (numeric)

Tech Specifications

Supported Layouts

Security and Legal