Financial transaction
A bill payable or receivable. Three dates tell different stories: DUE DATE is the promise, ACCRUAL PERIOD is the month of the result, SETTLEMENT is when the money actually moved. Swapping accrual period for due date is what makes the DRE and cash disagree. A reconciled transaction is IMMUTABLE — to…
The screen
The real screen, in the theme you picked above.
What you find on this screen
A portrait of the screen, read from the screen itself — it changes when the screen changes.
Available actions
ApplyClearCreate default personasRecompute RFMClassify (suggest)
The list shows
PersonaCustomersAverage ticket (RFM-M)CustomerPersona (current)Set personaRFMValue (window)Details
Form fields
NomeNome do cliente que a persona representa.
SegmentoMercado do cliente. É o primeiro corte para montar a persona.
OrigemCanal por onde o cliente chegou. Persona por canal mostra qual canal traz cliente melhor.
IdiomaIdioma do cliente. Persona de outro idioma pede comunicação própria.
MoedaMoeda em que o cliente é cobrado. Separa persona local de persona internacional.
Acessos ao portalQuantidade de acessos. É a medida objetiva de engajamento da persona.
Último acessoQuando o cliente apareceu por último. Persona que sumiu é persona em risco.
AtivoCliente inativo não conta na persona viva, só na análise de perda.
CódigoCódigo sequencial do cliente na empresa.
Start here
What it is for
Stops treating the portfolio as a single block. Each customer is classified into a persona/ICP based on PROFILE (size, CNAE, state, segment) and on purchasing BEHAVIOR measured by finance (RFM). Then you see how many are in each persona and how much each one is worth.
Rules
RFM: recência, frequência e valor
For each customer, within a window of months (parameter), the system measures: R = how long ago they last bought, F = how many times they bought, M = how much they totaled. Each axis becomes a quintile from 1 to 5 by comparing the customer with the company's other customers (R inverted: most recent = 5). The RFM cell (e.g., 5-4-5) and the calculation memo are open per customer.
A IA sugere, você confirma
The persona is suggested by RULE (sum of the weights of the criteria that matched) — it works with no AI at all. When the AI copilot is on, the AI adds an explanation. You can PIN a customer's persona by hand: once pinned (manual), the automatic suggestion never overwrites it again.
No revenue, no RFM
RFM comes from the posted receivables. A customer with no activity in the window has no RFM cell — and the classification relies only on firmographics. The more complete the finance data, the more faithful the portrait.
Frequently asked questions
De onde vem "ticket médio por persona"?
It's the average monetary value (the M of RFM, in reais) of each persona's customers within the window — not a projection. The per-customer calculation memo shows the raw numbers that went into the calculation.
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