Create a segment based on an RFM persona

Learn to create segments based on customer RFM (Recency, Frequency, and Monetary) personas.


We've adapted the customer dashboard to let you easily and quickly create segments based on your customer RFM personas.

To learn more about RFM personas, check out our article RFM - Standard and custom personas.

 Creating a segment based on an RFM persona

To create an RFM persona segment:

  1. Go to the Analytics > Commerce analytics > Customer.
  2. From the RFM persona chart, select the RFM persona you want to create a segment for.
    This opens a side panel to show all the customers in this persona group. If no customers are visible, use the dashboard’s refresh button.
  3. Select Create segment.
    This opens the segment builder pre-loaded with all you need to target the RFM persona group you selected. If you want, you can use the segment builder to further customise your segment.
  4. When complete, select Apply.

At this point, you are back at the Customer dashboard and your new segment is ready to use. You can find your segments under Email > Contacts > Segments.

See also

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