The Customer Analytics view provides comprehensive insights into the behaviour of your customer base, helping you understand buyer patterns, spending trends, and customer segmentation. This section breaks down the various components and metrics available to help you optimise customer relationship management and marketing strategies.
All data shown on this page is organised by month.
Monthly Number of Unique Buyers
This chart shows the total number of unique buyers (distinct card numbers) for each month in your selected date range, helping you track overall customer base activity and identify growth or decline trends in buyer engagement
- Y Axis: Count of unique card numbers.
- X Axis: Months within your selected date range.
New Buyers
This displays the number of new buyers (first-time card numbers) in the most recent month compared to the previous month. The difference in values is also shown as a percentage, enabling you to track customer acquisition performance at a glance.
Churned Buyers
This displays the number of churned buyers in the most recent month compared to the previous month. The difference in values is also shown as a percentage, enabling you to track customer acquisition performance at a glance.
MoM Average Spend
This compares the overall average spend per buyer in the most recent month compared to the previous month. The difference in values is also shown as a percentage, enabling quick assessment of month-on-month spending trends.
YoY Average Spend
This displays the overall average spend per buyer in the most recent month compared to the same month in the previous year, helping you assess year-on-year spending performance.
Monthly Average Spend By Buyer Type
This chart compares average spending patterns across different buyer categories (new buyers, repeat buyers, and overall average), helping you identify spending differences between customer segments and track changes in buyer behaviour over time.
- Y Axis: Average spend per buyer.
- X Axis: Months within your selected date range.
- Bars: New Buyers, Repeat Buyers, and Overall Average.
Number of Customers By Country
This world map shows the geographic distribution of unique customers based on card issuing country, helping you understand your international customer reach and identify key geographic markets for your business. Countries are shaded depending on the number of customers:
- Deeper shades = more customers.
- Lighter shades = less customers.
RFM Customer Segmentation
The remaining charts and figures on the Customer Analysis page are used to analyse customer behaviour using an RFM (Recency, Frequency, Monetary) model to segment buyers into strategic categories, enabling targeted customer relationship management and marketing strategies.
How we display RFM data
RFM components
Each unique card number is evaluated across three components:
- Recency: Time between current month end and last transaction (measured in days).
- Frequency: Total number of transactions in the last 13 months.
- Monetary: Total spend in the last 13 months.
Card numbers are then stack-ranked within each RFM category and assigned to one of five strategic segments.
Customer segments
- Champions: Your best customers who purchase frequently and spend significantly. Ideal candidates for loyalty rewards, early product access, and brand advocacy programmes.
- Core: Recent customers who visit regularly and spend considerable amounts. Target for upselling, membership programmes, and product recommendations to help them become Champions.
- High Potential: Customers with high RFM scores but infrequent purchases. Focus on relationship building through onboarding support and exclusive incentives to increase visit frequency.
- Winback: Previously frequent customers who haven't purchased recently. Re-engage through targeted promotions and feedback surveys to understand barriers and prevent competitor migration.
- Lost: Customers with infrequent recent purchases, low transaction frequency, and/or minimal spending. Require significant re-engagement strategies or may be deprioritised.
Customer Segmentation By Number of Customers
This displays the number of unique customers in each RFM segment (Champions, Core, High Potential, Winback, Lost), enabling you to understand customer base composition and identify strategic priorities.
Customer Segmentation By Value of Transactions
This displays the total monetary value of transactions for each RFM segment, helping you understand which customer groups contribute most to overall revenue and prioritise resource allocation.
Customer Segmentation By Number of Transactions
This displays the total number of transactions for each RFM segment, enabling you to understand transaction frequency patterns across different customer groups and identify engagement opportunities.
Monthly Customer Segmentation By Value of Transactions
This chart displays the proportion of transaction value contributed by each RFM segment over time, helping you track how different customer segments contribute to overall revenue and identify shifts in customer behaviour patterns.
- Y Axis: Transaction value.
- X Axis: Months within your selected date range.
- Segments: Each RFM customer category (Champions, Core, High Potential, Winback, Lost).
Next steps
Now that you understand the Customer Analytics view, you can use these insights to optimise your customer relationship management strategy. Focus on high-value segments, develop targeted retention campaigns, and monitor customer behaviour patterns to drive sustainable business growth.
