Power BI · Customer Analytics

RFM Customer Segmentation

Champions, Loyal, At-Risk and Lost — calculated in DAX.

Power BIDAXRFMCRM
Self-built project · realistic sample dataFictional organisation names · no client data shown

01Business problem

Marketing was sending the same campaign to every customer because there was no segmentation in the reporting layer.

02Approach

Recency, Frequency and Monetary scores (1–5) are calculated in DAX and combined into named segments. Segment sizes and revenue share guide targeting.

03What's inside

  • RFM scores and segment assignment
  • Segment size and revenue share
  • Segment-level KPIs (AOV, frequency)
  • Customer list per segment for export

04Insights & outcome

Targeted lists per segment replace one-size-fits-all campaigns.

Need a Power BI report like this for your business?

Send me your data and the questions you need answered. I confirm scope, timeline and a fixed price before any work starts; typical dashboard delivery is 1–3 days.

Discuss your projectHire me on Upwork

More in Customer Analytics

Power BI
Customer AnalyticsSample data

Customer Churn Drivers

Telecom-style churn KPIs with the Key Influencers AI visual showing which factors drive customers to leave.

Key InfluencersAI visualRetention
Power BI
Customer AnalyticsSample data

Customer Cohort Retention Matrix

Customers grouped by first-purchase month with a retention heatmap built on DAX cohort logic.

CohortsHeatmapDAX
Tableau
Customer AnalyticsSample data

App Retention Cohorts

Signup cohorts with months-since-signup retention triangle and drop-off analysis.

CohortsMobileRetention
Open case study