Figure 218 Oct 2026From “What is RFM analysis?”

An RFM analysis record

Write down the setting, the window, the three definitions, the grouping, the forecast check and the decision in separate fields before acting on a score.

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Figure 2An RFM analysis record

Source: Author's decision worksheet. The setting field follows Fader and Hardie (2009), p. 63, and Fader and Hardie (2010), p. 85; the window, measures and grouping fields follow Fader et al. (2005), pp. 415-417 and 425; the forecast field follows Fader and Hardie (2009), pp. 62 and 65, and Fader et al. (2005), p. 426. The fields are reader inputs; no company data is supplied.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-what-is-rfm-analysis-fig02.png

From the essay

Growth that compounds

What is RFM analysis?

RFM analysis ranks customers by how recently and how often they bought and what they spent per purchase. It describes the past; forecasts need a model.

18 Oct 2026

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APA 7

Isoglu, S. (2026). An RFM analysis record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-rfm-analysis-fig02/

BibTeX

@misc{isoglu-2026-what-is-rfm-analysis-fig02,
  author = {Isoglu, Sinan},
  title = {{An RFM analysis record}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-rfm-analysis-fig02/},
  note = {From the essay {What is RFM analysis?}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-rfm-analysis-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-rfm-analysis-fig02.png" alt="Figure 2: An RFM analysis record" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: An RFM analysis record. Source: Author&#39;s decision worksheet. The setting field follows Fader and Hardie (2009), p. 63, and Fader and Hardie (2010), p. 85; the window, measures and grouping fields follow Fader et al. (2005), pp. 415-417 and 425; the forecast field follows Fader and Hardie (2009), pp. 62 and 65, and Fader et al. (2005), p. 426. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-rfm-analysis-fig02/">View exhibit</a>.</figcaption>
</figure>