RFM Done Easy for Creatio

Quick Guide: Setting Up and Using the RFM Analysis App for Creatio

1. Open the RFM Status Lookup

   • Go to the RFM Statuses lookup section in the Lookups section.

2. Add Categories

   • Create the list of categories you want to use for segmenting your customer base according to RFM analysis.

   • Examples: Silver, Gold, Platinum.

3. Define RFM Parameters for Each Category

   • For each category, specify the range for:

     • Recency – number of days since the last purchase (from – to).

     • Frequency – number of purchases in a given period (from – to).

     • Monetary Value – total amount spent in a given period (from – to).

4. Check which order statuses will be taken into account. Can be controlled via Use in RFM column of Order status lookup.

5. Built-in Processes

   • (RFM) Segmentation calculation weekly start – runs automatically every Monday at 1:00 AM and also supports manual launch. In manual mode, it provides an interface to select the calculation date the user wants to apply.

6. Special "RFM Segmentations" Detail

   • In both the Contacts and Accounts sections, a dedicated RFM Segmentations detail has been added.

   • This detail keeps a historical log for each customer, showing:

     • The date when the calculation was performed.

     • The RFM status (from the RFM Statuses directory) assigned to the customer on that date.

7. Use the Results

   • Apply the generated categories for targeted marketing campaigns, sales optimization, and customer retention activities.

   • Particular value comes from the historical tracking of RFM statuses over time, enabling analysis of how customer segments change month-to-month and helping identify trends in customer behavior.