Understanding RFM segments
How Dzati groups people into power users, loyal, cooling and more.
Dzati scores every identified person on three classic dimensions — Recency (how recently they visited), Frequency (how often) and Monetary value (how much they've spent) — then places them in one easy-to-act-on segment.
The six segments
- Power users — recent, very frequent, and your highest value. Protect and reward them.
- Loyal — they come back reliably, just not at power-user pace.
- Promising — new but already engaged; your best growth bet.
- New — just arrived, not enough history to score yet.
- Cooling — used to be active and are slowing down. A good win-back audience.
- Dormant — gone quiet for a long time; a re-activation audience.
Using segments
Filter the People list by a segment to build an action list — e.g. email your Cooling users a nudge, or ask your Power users for a testimonial. Because scoring uses engagement (not just money), the segments are useful even before you connect any revenue.
Note: Segments update as people visit and buy, so someone can move from Promising → Loyal → Power user over time.
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