RFM Customer Segmentation

Not all customers are equally valuable. This project applies RFM analysis to a customer transactions dataset: measuring how recently each customer purchased, how often they purchase, and how much they spend, then grouping customers into five segments (A, B, C, D and F) so marketing effort can be focused where it matters.

Calculated Recency, Frequency and Monetary metrics per customer

Scored each customer and assigned them to one of five segments (A, B, C, D, F)

Segment B is the largest group and segment F the smallest, giving a clear view of where the customer base sits