Customer Segmentation Dashboard0%
Customer Segmentation Dashboard
Beginner12 min read•Updated: Jul 11, 2026
Case Study 2: Customer Segmentation & Dynamic RFM Analytics
Marketing executives and Customer Success teams rely on Customer Segmentation to allocate promotional budgets, prevent churn, and identify high-value VIP buyers. The gold-standard analytical framework is RFM (Recency, Frequency, Monetary) analysis.
1. The RFM Framework Explained
Output
RFM Segmentation Dimensions
|
+----------------------------------+----------------------------------+
| | |
[RECENCY (R)] [FREQUENCY (F)] [MONETARY (M)]
How recently did the How often does the How much money has the
customer purchase? customer purchase? customer spent in total?
(Days since last order) (Total unique order count) (Total lifetime net revenue)
2. Advanced DAX for Dynamic RFM Scoring
DAX
-- 1. Recency in Days
Customer Recency Days =
VAR LastOrderDate = MAX(Fact_Sales[OrderDate])
RETURN
DATEDIFF(LastOrderDate, TODAY(), DAY)
-- 2. Frequency (Total Orders)
Customer Frequency = DISTINCTCOUNT(Fact_Sales[OrderID])
-- 3. Monetary (Lifetime Value)
Customer Lifetime Value = [Total Sales]
-- 4. Dynamic RFM Segment Assignment (SWITCH TRUE Pattern)
Customer Segment =
VAR R = [Customer Recency Days]
VAR F = [Customer Frequency]
VAR M = [Customer Lifetime Value]
RETURN
SWITCH(
TRUE(),
R <= 30 && F >= 10 && M >= 50000, "Champions / VIP",
R <= 60 && F >= 5, "Loyal Customers",
R <= 30 && F == 1, "Promising Newcomers",
R > 90 && F >= 8, "At-Risk (High Value)",
R > 180 && F >= 5, "Hibernating (Churned)",
"Standard Customers"
)
Interactive Quiz
Multiple Choice Questions
Question 1
In Customer Segmentation, what do the letters in RFM represent?
Question 2
Which customer segment in RFM analysis requires immediate marketing intervention because they were historically frequent buyers but have not purchased in over 90 days?
Question 3
What DAX function calculates the number of elapsed days between an order date and the current date?
Question 4
Which visual is most effective for plotting thousands of customers across two continuous axes (e.g., Recency vs. Monetary)?
Question 5
Why is dynamic RFM segmentation in DAX superior to static segmentation assigned in a source database?
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Practice Quiz
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