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The RFM Map helps you understand your brand's customer base by organizing it into segments. These segments are built based on a churn measurement, and the customer's count of completed orders. The way customers are organized into these lifecycle segments can be configured to meet your business needs.


The RFM Map will automatically provide segments to be used on destinations. They are:

  • RFM Map - Lost heavy buyers: High-value customers that are considered Lost. Recovering them could have a meaningful impact on your business;
  • RFM Map - Sleeping: Mid-value customers that are already considered Lost;
  • RFM Map - Lost occasional buyers: Probably the less relevant segment in your database. They didn't buy often in the past, and are less likely to come back;
  • RFM Map - In need of attention: These customers are slightly overdue, which means they're ready to buy again. They bought quite sometimes. It could be troublesome for your business if they became Lost;
  • RFM Map - About to sleep: These customers are slightly overdue, and didn't contact much with your brand;
  • RFM Map - Recent heavy buyers: These are your best customers, but they haven't been with your brand that long. They're on the path to becoming Long-term;
  • RFM Map - Long-term heavy buyers: Your best customers, were acquired a long time ago and continue to buy often;
  • RFM Map - Promising: Customers that have bought a few times with your brand and show the potential to turn into Heavy Buyer or Long-term;
  • RFM Map - Nurturing: Customers that made a few purchases from your brand. It is possible that they know little about you and need to be motivated;
  • RFM Map - Just acquired: New customers that have just begun buying from your brand.

You can jump directly to a segment's definition from the RFM Map by clicking on the segment name.

Similarly, you can jump directly to the RFM Map configuration page when viewing an RFM Map segment.


Churn definition varies between businesses. On a new CDP, the RFM Map is configured with defaults that are aligned with the average e-commerce business. We recommend that you customize it for your business.

To do so, you need to define when to consider a customer as lost. There are two possible strategies:

  • Individual churn prediction is customer-centric, taking into account each customer's calculated churn factor;

  • Time since last purchase is a more generic approach, based only on a static number of days since the last purchase.

After updating the configuration, you will see a summary of the reach changes for each segment. Ensure these are aligned with your expectations.

If the reach is as expected, you should confirm the changes to update the segments.


Changing the RFM Map configuration might change segments for a large volume of customers, and require them to be reactivated to the configured destinations. Also, changing users between segments might result in an inconsistent messaging experience, so we recommend that you do not frequently update these configurations.