RFM Customer Segmentation (GA4 Ecommerce in BigQuery + LookerStudio)

Description
Additional Information

Overview

RFM Segmentation Analysis is a data-driven customer segmentation technique used by businesses to understand and categorize their customers based on their past purchasing behavior.

The primary objective of RFM analysis is to efficiently identify and target distinct customer segments for marketing campaigns, aiming to retain valuable customers, engage existing ones, and re-engage those who have left.

This technique relies on three important components: Recency (days since the last transaction), Frequency (total number of transactions), and Monetary Value (total amount spent).

This Template is designed exclusively for Google Analytics 4 Ecommerce Events in Google BigQuery and Looker Studio.

What you'll get

Access to QueryBuilder

For this professional-grade level of analysis, you will need to preprocess your GA4 data. To accomplish this, you will have to create some views or tables in your BigQuery.
QueryBuilder generates complex GA4 queries for you easily.
This way, you do not need any prior experience, and you ensure that access to your data is not shared with anyone but yourself.

Own the Dashboard

1. RFM Overview

Get an Overview for RFM Segments characteristics and understand Customer behavior.

2. RFM Movements

Inspect the movements of RFM Segments over time using Historical RFM or RFMt.

3. RFM Cohorts

Inspect RFM Segments per Cohort Month - User Acquisition Month.

4. Recency Analysis (Days Since Last Transaction)

Analyze the Recency Component.

5. Frequency Analysis (Total Transactions)

Analyze the Frequency Component.

6. Monetary Analysis (Total Net Revenue)

Analyze the Monetary Component.

7. Recommendations

Get recommended strategies per Customer.

🡒 You gain access to our resources such as Template Google Sheet and 1click report generator for 7 days from the date of purchase, subject to fair use as outlined in the Templates License Agreement.

Requirements

a) Edit access to the Google BigQuery Console for executing SQL statements.
b) Google Analytics 4 export previously activated in BigQuery. Learn how here.
c) Google Analytics 4 Ecommerce events set up.

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SKU	RFM-CSG-GA4-AUT-BQ-LS-TEM
Slug	rfm-customer-segmentation-ga4-bq-ls-template
Product Type	Templates
Category	Customer Segmentation
Tags	BigQuery, ga4, Marketing, RFM
Audience
Business Type
Setup Time	5'
Setup Difficulty	2 \| Minor technical knowledge needed — Run SQL Queries
Tech Used	Google Analytics 4 - Google BigQuery - Looker Studio

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Additionally, when you buy a Template you also support our effort to continue updating our Tutorials, whose main purpose is to democratize knowledge on various data subjects, by making it freely accessible to everyone.
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We have categorized our templates into four groups based on the setup difficulty. Below is the breakdown:

1 (Green) - Setup Difficulty: No technical knowledge
Skills : No technical knowledge needed — Use the Browser or Spreadsheets
Description: 1-click setup for Services that are supported as native connections. For example, connect Google services like Google Ads, Google Search Console, and Google Analytics 4 to Looker Studio with a single click or connect a Google Spreadsheet with your data.

2 (Blue) - Setup Difficulty: Minor technical knowledge
Skills : Minor technical knowledge needed — Run SQL Queries
Description: Utilize JustSQL Builder for more complex query generation for Bigquery or PostgreSQL, then establish a native connection with the database. Suitable for backend data or data from ELT services like Airbyte, Fivetran, or Stitch Data.

3 (Orange) - Setup Difficulty: Moderate technical knowledge
Skills: Moderate technical knowledge needed — Run Python Scripts & SQL Queries
Description: Run Python code to generate data and save them in BigQuery or PostgreSQL, then establish a native connection with the database.

***Several cases will support more than 1 method.

After connecting your data, there are additional steps to follow in order to configure your Template for your specific case.

Everything is well-documented and easy to follow with the help of our step-by-step guides.

Absolutely, once purchased, you can personalize your Template. You can modify everything including design, layout, charts, and data sources to fully meet your business needs.

No, after you purchase a Template, only you will have access to it.

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No, you can create multiple copies of a Template within your organization. For more information please read our Template Licence Agreement.

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Upon purchasing a Template, you will be directed to a unique URL where you'll find a detailed, step-by-step guide to help you obtain and set up your Template easily. Since your are not required to register, you can revisit this URL at any time. Additionally, our committed support team remains at your service to address any questions or concerns you may have after your purchase.

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JustSQL Builder is an advanced SQL Builder designed to simplify the creation of complex queries. For example, to prepare your data for RFM segmentation and cohort analysis, simply adjust the schema (modify fields and tables based on your database setup) and then click 'Generate' to generate the final SQL statement. You can access JustSQL Builder after you purchase a Template.