RFM Analysis with Customers Section




At the moment, you are tracking all of your marketing activities and evaluating them against plans you have defined. These activities are related to the customer acquisition process, which is expensive but a necessary process for attracting new customers to your store. In a well oiled online business, this process is followed up on by turning these newcomers into regulars, who make subsequent purchases and bring additional profit into your pockets. To help you manage this value creation process, Roivenue provides Customers section.


The Customers section is comprised out of three subsections, most notably Customer Story, followed by Customer Segments and Customer Transitions. It is accessible via left side pop-up menu.

*Please note that this section is available only if you have connected your internal CRM data to Roivenue.

  Customer Story

This is the primary dashboard for customer retention tracking, which displays how successful you are in navigating newcomers into becoming a high value, premium customers. There are several steps between these two border states and the newcomer’s (or Prospects) progress through these steps.

As it is visible on the picture above, there are six of these steps, which group customers by their level of engagement with your business in the recent months. These six customer groups are:

  • Prospects - customers who do not have a delivered order yet
  • First time buyers - customers with a single delivered order, without regard to its value
  • Shoppers - customers with 2 - 3 orders, without regard to their value
  • Shorters - customers with 4 or more orders with total profit of less than 500 CZK
  • Shoppers Plus - customers with 4 or more orders with total profit between 500 and 5000 CZK
  • Premium - customers with 4 or more orders with total profit of more than 5000 CZK

These six different tiles, each representing one customer group, are showing count of customers in the group as of today. Therefore, these counts are not affected by changes made in the top right side date filter. This filter affects the arrows, which are signaling number of transitions between the groups. These transitions can be displayed in three possible modes accessible in the upper right-hand corner:


On bottom left side of the screen, there are three tiles with aggregate numbers, which are affected by the selected time period. These display:TREZ

  • Number of customers - total number of tracked customers for the selected business unit
  • Transactions per customer - average number of transactions per customer
  • Lapsed customers - number of customers who have not made any action in the last 180 days


Customer Segments

The "Customer Segments" section can give you an overview on the relative size and strength of the various customer segments week by week. These segments are defined in this article above. To select specific groups, a segment popup on the right side can be used. The line graphs in this section, which can be found by scrolling down the page, present the following time series:

  • Customer segments by their size - counts users per each group and shows relative size in % over time
  • Delivery by segments - deliveries per segments and relative sizes in %
  • Sales revenue by segments - sales revenue per segments and relative sizes in %
  • Gross profit by segments - gross profit per segments and relative sizes in %


Customer Transitions

This page displays the transition between the groups over time. There are three possibilities of data visualization:

  • Customers - total number of customers
  • Total Shares - % of total number of customers
  • Transition probability - calculated probability of transitions per week


Analysis in this section is based on user IDs extracted from your CRM. You can utilize the Exports section to get user IDs enriched with metadata from Roivenue Customers section to be later used for optimisation of email campaigns or other retention activities.









  • Customers - displays absolute counts of customers who underwent a transition visualized by an arrow
  • Total Shares - share against total number of users. For example, if 2% is shown on the transition arrow between Shoppers and Premium, then 2% out of all users underwent this transition in the selected time period
  • Transition probability - based on the transitions recorded in the selected time period, this option displays the probabilities of transition from a given tile to tiles adjacent to it

The period after which we begin to regard a customer as lapsed is set by default to 180 days. This may be tailored to better fit your needs, to do this customization, please contact your Client Success Manager.
Interaction with the Customer Story can be aimed to identify bottlenecks in the navigation process. If, for example, there are many lapsed customers between the first time buyers and second time buyers, it would be a good idea to look deeper into this transition and alter communication to these customers to decrease the amount of lapsed. Results of this test can be evaluated either here or in the Customer Transition section.