The Customer Segmentation Overview is available to all Retailer Premium subscribers. It can be found under the "Premium: Customer Segmentation" section in the navigation menu on the left.

 

 

 

What does this dashboard tell me?

This dashboard takes all the customers that you have contact information for (either phone or email address) and breaks them up into segments based on their RFM (recency, frequency, monetary value) score. These segments are designed to enable you to do behavior-based targeted marketing. More information about how these segments are defined and assigned, as well as ideas on how to best engage each segment, is available here.

 

This dashboard allows you to compare the counts, total and average revenue, and the average number of trips between your different segments. This gives you a sense of how your customers are distributed and which groups you may want to target.

 

Customer Counts

 

These metrics at the top help you understand what records are being used to create these segments. You may not have email addresses and/or phone numbers for every distinct customer record you have, so those will be excluded from the calculations of the segments. There is a filter at the top of the dashboard to choose your "Customer Attribution". This will determine whether the segments are calculated and aggregated for customers based on a phone number or email address. The customer counts by segment will reflect your choice.

 

Sales and Customer Counts by Segment
 

This chart allows you to compare a few key metrics between your segments. First, it shows customer counts, which again will be based on how many customers have data for the selected customer attribution. It also shows the combined total revenue for all of those customers within the last 365 days. Lastly, we are able to see the average revenue per customer within that segment. 

 

Segment Percentages

 

 

These two pie charts show side-by-side which segments contain the largest percentage of your customers and which account for the largest piece of your revenue. In the example above, we can see that even though "New Customers" has the largest amount of customers in it, it does not make up the largest piece of our revenue.
 

 

RFM Details by Segment
 

 

This chart helps you understand the components that make up the RFM segments. Recency is displayed along the y-axis; the closer to the bottom, the more recently that group visited the store on average. Frequency is along the x-axis; the further right, the higher the average trips per customer. The size of the circle represents the Monetary value; a bigger bubble means a higher average revenue per customer.