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)

Partners of Choice

Our top consulting Partners may be able to help you customize this Accelerator for your own business needs.

  • InterWorks - Tableau expertise from 8X Partner of the Year
  • Slalom - Global Data & Analytics and Business Expertise from Tableau's top SI
  • Lovelytics - Data viz experts provide data strategy solutions and focus on Financial Services and Retail.

Tech Specifications

Supported Layouts

Works with

Tableau 2018.2 and later

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