Audience RFM analysis scores users on recency, frequency, and monetary value to show which segments drive the most value and which are at risk — so you can prioritize the right users for campaigns.
The RFM model must be mapped to the audience's users through QAID mapping. If no QAID mapping exists, the analysis results show no data. The audience source does not affect the analysis as long as this mapping is in place.
Run an RFM analysis
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Open the audience analysis page using one of the following paths:
Choose Workspace> User Insight > Audience Insight > Audience Analysis. On the Group Analysis page, select a group from the Group drop-down list, as shown in the preceding figure.
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Choose Workspace> User Insight > Audience Insight > Audience Management > My Audience. Click Analysis next to a group to go to the audience analysis page.
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On the RFM Analysis tab, select an RFM model from the RFM Model drop-down list on the right. If the RFM model covers users in the audience, the analysis chart appears below.
The chart includes three sections:
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Core metrics
Aggregate metrics for the audience covered by the selected RFM model: total user count, transaction amount, per capita transaction amount, and per capita transaction frequency.
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RFM User Composition
Distribution of users across segment types, based on the RFM User Type and Division Rules.
In the upper-right corner of the chart, select User Number, Consumption Amount, or Consumption Frequency to switch the distribution metric.
Move the pointer over a segment to see the user count, proportion, per capita transaction amount, and per capita transaction frequency for that type.
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Linkage Details
Click a segment in the chart to view the transaction details of five sample users from that type below the chart. Use this to verify segment characteristics before launching a targeted campaign.
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