Customer Segments

Segments group your customers based on shared behaviors and characteristics. Instead of treating every customer the same, you can identify your Champions, win back At Risk buyers, and nurture New Customers with targeted campaigns.

How Segments Work

AccessFuel uses RFM segmentation to classify every customer in your database. RFM stands for three dimensions:

• Recency -- How recently a customer made a purchase. A customer who bought yesterday scores higher than one who bought six months ago.
• Frequency -- How often a customer buys. Repeat buyers score higher than one-time purchasers.
• Monetary -- How much a customer spends. High spenders score higher than low spenders.

Each customer receives a score from 1 (best) to 5 (lowest) on each dimension. These three scores combine into an RFM pattern (for example, "111" means recent, frequent, high-spend) that places the customer into a segment.

Viewing Your Segments

1. Click Segments in the sidebar.
2. You will see a table listing all your segments with customer count, total revenue, and average order value.
3. Click any segment row to open its detail page.

The segments table supports sorting by name, customer count, revenue, or average order value. Use URL-based pagination to navigate through large segment lists.

Segment Detail Page

When you open a segment, you get a full breakdown:

• Customer count and percentage -- How many customers belong to this segment relative to your total customer base.
• Total revenue and average order value -- Financial metrics for the segment.
• Top purchased products -- The most popular products bought by customers in this segment.
• Campaign type and strategic objective -- Recommended marketing approach (for example, "VIP/Loyalty" for Champions or "Win-back" for former high-value customers).
• RFM scores -- The exact RFM patterns that define this segment.

Tabs

The detail page includes three tabs:

• Customers -- Browse and search individual customers who belong to the segment.
• Map -- A geographic visualization showing where segment members are located.
• Geography -- Top countries and cities represented in the segment.

Creating Segments with AIRA

You can ask AIRA to create a custom segment using natural language. For example:

• "Create a segment of customers who spent more than $500 in the last 90 days"
• "Build a segment of customers from Canada who ordered more than 3 times"

AIRA validates your criteria against the data, builds the SQL query, and shows you the expected match count before creating the segment. Custom segments created through AIRA are saved as dynamic segments.

Dynamic Segment Updates

Segments are not static snapshots. You can refresh any segment to recalculate memberships based on the latest data.

1. Open the segment detail page.
2. Click Update Audience.
3. A dialog shows the current customer count and recalculates memberships.
4. The update tracks progress through each step: customer assignment, metrics calculation, and top products calculation.

SQL View for Advanced Users

Dynamic segments store their criteria as SQL conditions. On the segment detail page, you can expand the Segment Criteria section to see the underlying query. AIRA also translates the SQL into a plain-language summary so you can verify what the segment captures without reading raw SQL.

Exporting Segments

From any segment detail page, click Actions to export the segment as a CSV file. You can choose a format optimized for:

• Standard CSV -- General-purpose export
• Google Ads -- Formatted for Google Ads customer match
• Facebook -- Formatted for Facebook custom audiences
• Klaviyo -- Formatted for Klaviyo list import

Default Segments

AccessFuel includes 12 built-in segments that cover the full customer lifecycle:

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