Calibrate RFV customer lifecycle segments

backend/services/analyticsService.js

@@ -1,6 +1,9 @@
 const { pool } = require('../db');
 
 const RFM_QUERY_TIMEOUT_MS = 15000;
+const RECENT_MAX_DAYS = 60;
+const COOLING_MAX_DAYS = 180;
+const LOST_MIN_DAYS = 366;
 const SIZE_SUFFIX_SQL_PATTERN = '\\s+-\\s+(?:(?:PP|P|M|G|GG|XG|XGG|EG|EGG|EXG|U|UNICO|ÚNICO|\\d{2})(?:/(?:PP|P|M|G|GG|XG|XGG|EG|EGG|EXG|U|UNICO|ÚNICO|\\d{2}))*)$';
 const PRODUCT_NAME_SQL = `
     CASE
@@ -77,6 +80,9 @@ const RFM_SEGMENTS = {
     '1-2': { key: 'hibernating', label: 'Hibernando' },
     '1-1': { key: 'lost', label: 'Perdidos' }
 };
+const RFM_SEGMENTS_BY_KEY = new Map(
+    Object.values(RFM_SEGMENTS).map(segment => [segment.key, segment])
+);
 
 const scoreTertile = (value, values, higherIsBetter = true) => {
     const numericValues = values.map(toNumber).filter(Number.isFinite);
@@ -120,6 +126,47 @@ const getRfmSegment = (recencyScore, valueScore) => {
     return RFM_SEGMENTS[`${recencyScore}-${valueScore}`] || RFM_SEGMENTS['1-1'];
 };
 
+const getRecencyScore = (recencyDays) => {
+    const days = Math.max(0, toNumber(recencyDays));
+    if (days <= RECENT_MAX_DAYS) return 3;
+    if (days <= COOLING_MAX_DAYS) return 2;
+    return 1;
+};
+
+const getLifecycleSegment = ({
+    recencyDays,
+    historicalFrequency,
+    frequencyScore,
+    monetaryScore,
+    valueScore
+}) => {
+    const days = Math.max(0, toNumber(recencyDays));
+
+    if (days >= LOST_MIN_DAYS) {
+        return { segment: RFM_SEGMENTS_BY_KEY.get('lost'), valueScore: 1 };
+    }
+
+    if (days > COOLING_MAX_DAYS) {
+        const hasStrongHistory = frequencyScore === 3 || monetaryScore === 3;
+        return hasStrongHistory
+            ? { segment: RFM_SEGMENTS_BY_KEY.get('at_risk'), valueScore: 3 }
+            : { segment: RFM_SEGMENTS_BY_KEY.get('hibernating'), valueScore: 2 };
+    }
+
+    if (days <= RECENT_MAX_DAYS && historicalFrequency === 1) {
+        return { segment: RFM_SEGMENTS_BY_KEY.get('new_customers'), valueScore: 1 };
+    }
+
+    if (days <= RECENT_MAX_DAYS && valueScore === 1) {
+        return { segment: RFM_SEGMENTS_BY_KEY.get('potential_loyalists'), valueScore: 2 };
+    }
+
+    return {
+        segment: getRfmSegment(getRecencyScore(days), valueScore),
+        valueScore
+    };
+};
+
 const getDateDiffDays = (endDate, startDate) => {
     const normalizedEnd = normalizeDateParam(endDate);
     const normalizedStart = normalizeDateParam(startDate);
@@ -153,21 +200,30 @@ const buildRfmSegments = (clients) => {
 };
 
 const buildRfmClients = (baseClients) => {
-    const recencyScoreFor = buildTertileScorer(baseClients.map(client => client.recencyDays), false);
     const frequencyScoreFor = buildTertileScorer(baseClients.map(client => client.rfmFrequency ?? client.frequency), true);
     const monetaryScoreFor = buildTertileScorer(baseClients.map(client => client.rfmMonetary ?? client.monetary), true);
 
     return baseClients.map(client => {
-        const frequencyForScore = client.rfmFrequency ?? client.frequency;
-        const monetaryForScore = client.rfmMonetary ?? client.monetary;
-        const recencyScore = recencyScoreFor(client.recencyDays);
-        const frequencyScore = frequencyScoreFor(frequencyForScore);
-        const monetaryScore = monetaryScoreFor(monetaryForScore);
-        const valueScore = Math.min(3, Math.max(1, Math.round((frequencyScore + monetaryScore) / 2)));
-        const segment = getRfmSegment(recencyScore, valueScore);
+        const recencyDays = Math.max(0, toNumber(client.recencyDays));
+        const historicalFrequency = toNumber(client.rfmFrequency ?? client.frequency);
+        const historicalMonetary = toNumber(client.rfmMonetary ?? client.monetary);
+        const recencyScore = getRecencyScore(recencyDays);
+        const frequencyScore = client.rfmFrequencyScore ?? frequencyScoreFor(historicalFrequency);
+        const monetaryScore = client.rfmMonetaryScore ?? monetaryScoreFor(historicalMonetary);
+        const baseValueScore = Math.min(3, Math.max(1, Math.round((frequencyScore + monetaryScore) / 2)));
+        const classification = getLifecycleSegment({
+            recencyDays,
+            historicalFrequency,
+            frequencyScore,
+            monetaryScore,
+            valueScore: baseValueScore
+        });
+        const valueScore = classification.valueScore;
+        const segment = classification.segment;
 
         return {
             ...client,
+            recencyDays,
             recencyScore,
             frequencyScore,
             monetaryScore,
@@ -377,39 +433,49 @@ const getRfmAnalytics = async (range = {}) => {
         let historyRows = periodResult.rows;
 
         if (!usePeriodAsHistory) {
-            const periodPhones = [...new Set(periodResult.rows.map(row => row.phone).filter(Boolean))];
-            const periodNamesWithoutPhone = [...new Set(periodResult.rows
-                .filter(row => !row.phone && String(row.customer_key || '').startsWith('name:'))
-                .map(row => String(row.customer_key).slice(5))
+            const periodCustomerKeys = [...new Set(periodResult.rows
+                .map(row => row.customer_key)
                 .filter(Boolean))];
             const historyParams = [];
             const recencyReferenceDate = normalizedEnd
                 ? `$${historyParams.push(normalizedEnd)}::date`
                 : 'CURRENT_DATE';
-            const phoneListParam = `$${historyParams.push(periodPhones)}::text[]`;
-            const nameListParam = `$${historyParams.push(periodNamesWithoutPhone)}::text[]`;
+            const customerKeysParam = `$${historyParams.push(periodCustomerKeys)}::text[]`;
 
             const historyResult = await client.query(`
-                SELECT
-                    ${CUSTOMER_KEY_SQL} as customer_key,
-                    MAX(COALESCE(NULLIF(cliente_nome, ''), 'Cliente Desconhecido')) as name,
-                    MAX(NULLIF(cliente_fone, '')) as phone,
-                    COALESCE(SUM(quantidade * valor_unitario), 0) as monetary,
-                    COUNT(DISTINCT COALESCE(NULLIF(pedido_id, ''), data_pedido || '_' || valor_pedido::text))::int as frequency,
-                    COALESCE(SUM(quantidade), 0) as quantity_purchased,
-                    MAX(data_pedido_date) as last_purchase_date,
-                    GREATEST((${recencyReferenceDate} - MAX(data_pedido_date))::int, 0) as recency_days
-                FROM orders
-                WHERE data_pedido_date IS NOT NULL
-                  AND data_pedido_date <= ${recencyReferenceDate}
-                  AND (
-                    NULLIF(cliente_fone, '') = ANY(${phoneListParam})
-                    OR (
-                        NULLIF(cliente_fone, '') IS NULL
-                        AND COALESCE(NULLIF(cliente_nome, ''), 'Cliente Desconhecido') = ANY(${nameListParam})
-                    )
-                  )
-                GROUP BY customer_key;
+                WITH customer_history AS (
+                    SELECT
+                        ${CUSTOMER_KEY_SQL} as customer_key,
+                        MAX(COALESCE(NULLIF(cliente_nome, ''), 'Cliente Desconhecido')) as name,
+                        MAX(NULLIF(cliente_fone, '')) as phone,
+                        COALESCE(SUM(quantidade * valor_unitario), 0) as monetary,
+                        COUNT(DISTINCT COALESCE(NULLIF(pedido_id, ''), data_pedido || '_' || valor_pedido::text))::int as frequency,
+                        COALESCE(SUM(quantidade), 0) as quantity_purchased,
+                        MAX(data_pedido_date) as last_purchase_date,
+                        GREATEST((${recencyReferenceDate} - MAX(data_pedido_date))::int, 0) as recency_days
+                    FROM orders
+                    WHERE data_pedido_date IS NOT NULL
+                      AND data_pedido_date <= ${recencyReferenceDate}
+                    GROUP BY customer_key
+                ),
+                scored_history AS MATERIALIZED (
+                    SELECT
+                        customer_history.*,
+                        CASE
+                            WHEN COUNT(*) OVER () = 1 THEN 3
+                            WHEN MIN(frequency) OVER () = MAX(frequency) OVER () THEN 2
+                            ELSE LEAST(3, GREATEST(1, FLOOR(PERCENT_RANK() OVER (ORDER BY frequency) * 3)::int + 1))
+                        END as frequency_score,
+                        CASE
+                            WHEN COUNT(*) OVER () = 1 THEN 3
+                            WHEN MIN(monetary) OVER () = MAX(monetary) OVER () THEN 2
+                            ELSE LEAST(3, GREATEST(1, FLOOR(PERCENT_RANK() OVER (ORDER BY monetary) * 3)::int + 1))
+                        END as monetary_score
+                    FROM customer_history
+                )
+                SELECT *
+                FROM scored_history
+                WHERE customer_key = ANY(${customerKeysParam});
             `, historyParams);
             historyRows = historyResult.rows;
         }
@@ -422,15 +488,16 @@ const getRfmAnalytics = async (range = {}) => {
             frequency: toNumber(row.frequency),
             quantityPurchased: toNumber(row.quantity_purchased),
             lastPurchaseDate: row.last_purchase_date,
-            recencyDays: toNumber(row.recency_days)
+            recencyDays: toNumber(row.recency_days),
+            rfmFrequencyScore: row.frequency_score === undefined ? undefined : toNumber(row.frequency_score),
+            rfmMonetaryScore: row.monetary_score === undefined ? undefined : toNumber(row.monetary_score)
         })));
         const tagsByCustomerKey = new Map(historyClients.map(historyClient => [historyClient.customerKey, historyClient]));
 
         const clients = periodResult.rows.map(row => {
             const taggedClient = tagsByCustomerKey.get(row.customer_key);
             if (!taggedClient) {
-                const newCustomerSegment = getRfmSegment(3, 1);
-                return {
+                const [fallbackClient] = buildRfmClients([{
                     customerKey: row.customer_key,
                     name: row.name,
                     phone: row.phone || '',
@@ -438,15 +505,9 @@ const getRfmAnalytics = async (range = {}) => {
                     frequency: toNumber(row.frequency),
                     quantityPurchased: toNumber(row.quantity_purchased),
                     lastPurchaseDate: row.last_purchase_date,
-                    recencyDays: 0,
-                    recencyScore: 3,
-                    frequencyScore: 1,
-                    monetaryScore: 1,
-                    valueScore: 1,
-                    rfmScore: '311',
-                    segmentKey: newCustomerSegment.key,
-                    segmentLabel: newCustomerSegment.label
-                };
+                    recencyDays: toNumber(row.recency_days)
+                }]);
+                return fallbackClient;
             }
 
             return {
@@ -492,6 +553,7 @@ module.exports = {
     buildRfmClients,
     buildRfmSegments,
     getPreviousDate,
+    getRecencyScore,
     getRfmAnalytics,
     getRfmSegment,
     getClientAnalytics,

backend/test/analyticsService.test.js

@@ -6,6 +6,7 @@ const {
     buildRfmSegments,
     buildDateFilter,
     getPreviousDate,
+    getRecencyScore,
     getRfmAnalytics,
     getRfmSegment,
     normalizeDateParam,
@@ -109,6 +110,16 @@ test('scoreTertile treats equal recency as high recency', () => {
     assert.equal(scoreTertile(0, [0, 0, 0], false), 3);
 });
 
+test('getRecencyScore uses fixed lifecycle boundaries', () => {
+    assert.equal(getRecencyScore(0), 3);
+    assert.equal(getRecencyScore(60), 3);
+    assert.equal(getRecencyScore(61), 2);
+    assert.equal(getRecencyScore(180), 2);
+    assert.equal(getRecencyScore(181), 1);
+    assert.equal(getRecencyScore(365), 1);
+    assert.equal(getRecencyScore(366), 1);
+});
+
 test('getRfmSegment maps the 3x3 RFM matrix', () => {
     assert.deepEqual(getRfmSegment(3, 3), { key: 'champions', label: 'Champions' });
     assert.deepEqual(getRfmSegment(2, 2), { key: 'need_attention', label: 'Precisam de Atenção' });
@@ -191,6 +202,74 @@ test('buildRfmClients scores segments from RFM history when period totals are sm
     assert.equal(yesterdayBuyer.monetaryScore, 3);
 });
 
+test('buildRfmClients applies lifecycle protections to new, hibernating, at-risk, and lost clients', () => {
+    const clients = buildRfmClients([
+        {
+            customerKey: 'new',
+            name: 'Novo',
+            monetary: 50,
+            frequency: 1,
+            recencyDays: 60,
+            rfmFrequency: 1,
+            rfmMonetary: 50,
+            rfmFrequencyScore: 1,
+            rfmMonetaryScore: 1
+        },
+        {
+            customerKey: 'not-new',
+            name: 'Não é mais novo',
+            monetary: 50,
+            frequency: 1,
+            recencyDays: 61,
+            rfmFrequency: 1,
+            rfmMonetary: 50,
+            rfmFrequencyScore: 1,
+            rfmMonetaryScore: 1
+        },
+        {
+            customerKey: 'hibernating',
+            name: 'Hibernando',
+            monetary: 50,
+            frequency: 1,
+            recencyDays: 250,
+            rfmFrequency: 1,
+            rfmMonetary: 50,
+            rfmFrequencyScore: 1,
+            rfmMonetaryScore: 1
+        },
+        {
+            customerKey: 'at-risk',
+            name: 'Em Risco',
+            monetary: 100,
+            frequency: 1,
+            recencyDays: 250,
+            rfmFrequency: 10,
+            rfmMonetary: 1000,
+            rfmFrequencyScore: 3,
+            rfmMonetaryScore: 2
+        },
+        {
+            customerKey: 'lost',
+            name: 'Perdido',
+            monetary: 2000,
+            frequency: 1,
+            recencyDays: 366,
+            rfmFrequency: 1,
+            rfmMonetary: 2000,
+            rfmFrequencyScore: 1,
+            rfmMonetaryScore: 3
+        }
+    ]);
+    const byKey = new Map(clients.map(client => [client.customerKey, client]));
+
+    assert.equal(byKey.get('new').segmentKey, 'new_customers');
+    assert.equal(byKey.get('not-new').segmentKey, 'about_to_sleep');
+    assert.equal(byKey.get('hibernating').segmentKey, 'hibernating');
+    assert.equal(byKey.get('at-risk').segmentKey, 'at_risk');
+    assert.equal(byKey.get('lost').segmentKey, 'lost');
+    assert.equal(byKey.get('lost').rfmScore, '113');
+});
+
 test('getRfmAnalytics classifies period buyers by history through the selected range end', async () => {
     const originalConnect = pool.connect;
     const calls = [];
@@ -216,27 +295,21 @@ test('getRfmAnalytics classifies period buyers by history through the selected r
                             frequency: 20,
                             quantity_purchased: 20,
                             last_purchase_date: '2026-06-14',
-                            recency_days: referenceDate === '2026-06-14' ? 0 : 1
+                            recency_days: referenceDate === '2026-06-14' ? 0 : 1,
+                            frequency_score: 3,
+                            monetary_score: 3
                         },
                         {
-                            customer_key: '2',
-                            name: 'Cliente Antigo',
-                            phone: '2',
-                            monetary: 50,
+                            customer_key: '4',
+                            name: 'Cliente Novo no Periodo',
+                            phone: '4',
+                            monetary: 25,
                             frequency: 1,
                             quantity_purchased: 1,
-                            last_purchase_date: '2026-01-01',
-                            recency_days: 164
-                        },
-                        {
-                            customer_key: '3',
-                            name: 'Cliente Medio',
-                            phone: '3',
-                            monetary: 100,
-                            frequency: 2,
-                            quantity_purchased: 2,
-                            last_purchase_date: '2026-03-01',
-                            recency_days: 105
+                            last_purchase_date: '2026-06-14',
+                            recency_days: referenceDate === '2026-06-14' ? 0 : 1,
+                            frequency_score: 1,
+                            monetary_score: 1
                         },
                         {
                             customer_key: 'name:Cliente Sem Fone',
@@ -246,7 +319,9 @@ test('getRfmAnalytics classifies period buyers by history through the selected r
                             frequency: 10,
                             quantity_purchased: 10,
                             last_purchase_date: '2026-06-14',
-                            recency_days: 1
+                            recency_days: referenceDate === '2026-06-14' ? 0 : 1,
+                            frequency_score: 3,
+                            monetary_score: 3
                         }
                     ]
                 };
@@ -301,12 +376,13 @@ test('getRfmAnalytics classifies period buyers by history through the selected r
         assert.doesNotMatch(selectCalls[0].sql, /cliente_fone IS NOT NULL/);
         assert.match(selectCalls[1].sql, /\(\$1::date - MAX\(data_pedido_date\)\)::int/);
         assert.match(selectCalls[1].sql, /data_pedido_date <= \$1::date/);
-        assert.match(selectCalls[1].sql, /NULLIF\(cliente_fone, ''\) = ANY\(\$2::text\[\]\)/);
-        assert.match(selectCalls[1].sql, /COALESCE\(NULLIF\(cliente_nome, ''\), 'Cliente Desconhecido'\) = ANY\(\$3::text\[\]\)/);
+        assert.match(selectCalls[1].sql, /PERCENT_RANK\(\) OVER \(ORDER BY frequency\)/);
+        assert.match(selectCalls[1].sql, /PERCENT_RANK\(\) OVER \(ORDER BY monetary\)/);
+        assert.match(selectCalls[1].sql, /customer_key = ANY\(\$2::text\[\]\)/);
         assert.doesNotMatch(selectCalls[1].sql, /cliente_fone IS NOT NULL/);
-        assert.deepEqual(selectCalls[1].params, ['2026-06-15', ['1', '4'], ['Cliente Sem Fone']]);
+        assert.deepEqual(selectCalls[1].params, ['2026-06-15', ['1', '4', 'name:Cliente Sem Fone']]);
         assert.deepEqual(selectCalls[2].params, ['2026-06-14', '2026-06-14']);
-        assert.deepEqual(selectCalls[3].params, ['2026-06-14', ['1', '4'], ['Cliente Sem Fone']]);
+        assert.deepEqual(selectCalls[3].params, ['2026-06-14', ['1', '4', 'name:Cliente Sem Fone']]);
         assert.equal(sevenDays.clients[0].segmentKey, 'champions');
         assert.equal(yesterday.clients[0].segmentKey, 'champions');
         assert.equal(yesterday.clients[0].frequency, 1);

src/pages/Rfm.tsx

@@ -34,14 +34,14 @@ const rfmSegmentDefinitions: Array<Pick<RfmSegment, 'key' | 'label'>> = [
 
 const segmentDescriptions: Record<string, string> = {
   champions: 'Recentes, frequentes e valiosos',
-  potential_loyalists: 'Recentes com bom potencial',
-  new_customers: 'Primeira compra recente',
-  loyal_customers: 'Valiosos, mas menos recentes',
-  need_attention: 'Base intermediária para nutrir',
-  about_to_sleep: 'Baixo valor começando a esfriar',
-  at_risk: 'Valiosos sem compra recente',
-  hibernating: 'Sem compra recente e valor médio',
-  lost: 'Baixa atividade e distante'
+  potential_loyalists: 'Recentes e em evolução',
+  new_customers: 'Primeiro pedido nos últimos 60 dias',
+  loyal_customers: 'Bom histórico, compra entre 61 e 180 dias',
+  need_attention: 'Perfil médio, compra entre 61 e 180 dias',
+  about_to_sleep: 'Perfil baixo, compra entre 61 e 180 dias',
+  at_risk: 'Histórico forte, sem compra entre 181 e 365 dias',
+  hibernating: 'Sem compra entre 181 e 365 dias',
+  lost: 'Sem compra há 366 dias ou mais'
 };
 
 const segmentActions: Record<string, string> = {
@@ -312,7 +312,7 @@ const Rfm = () => {
           <div className="mb-4 flex flex-col gap-3 lg:flex-row lg:items-end lg:justify-between">
             <div>
               <h2 className="text-lg font-bold text-dark-text">Matriz RFV</h2>
-              <p className="text-sm font-medium text-dark-muted">Compradores do período agrupados pelo RFV histórico até a data final.</p>
+              <p className="text-sm font-medium text-dark-muted">Compradores do período agrupados por recência fixa e perfil histórico de frequência e valor.</p>
             </div>
             <div className="flex items-center gap-2 text-xs font-semibold text-dark-muted">
               <span>Menor prioridade</span>
@@ -326,12 +326,12 @@ const Rfm = () => {
               <div className="flex items-center justify-center rounded-xl border border-dark-border bg-dark-input/60 px-3 py-2.5 text-center">
                 <div>
                   <p className="text-[10px] font-bold uppercase tracking-wider text-dark-muted">Eixos</p>
-                  <p className="text-xs font-semibold text-dark-text">Recência / Valor</p>
+                  <p className="text-xs font-semibold text-dark-text">Recência / Perfil</p>
                 </div>
               </div>
             {[1, 2, 3].map(valueScore => (
               <div key={valueScore} className="rounded-xl border border-dark-border bg-dark-input/70 px-3 py-2.5 text-center">
-                <p className="text-[10px] font-bold uppercase tracking-wider text-dark-muted">Valor {valueScore}</p>
+                <p className="text-[10px] font-bold uppercase tracking-wider text-dark-muted">Perfil {valueScore}</p>
                 <p className="text-xs font-bold text-dark-text">{scoreLabel(valueScore)}</p>
               </div>
             ))}
@@ -343,7 +343,7 @@ const Rfm = () => {
                     <p className="text-[10px] font-bold uppercase tracking-wider text-dark-muted">Rec. {recencyScore}</p>
                     <p className="text-xs font-bold text-dark-text">{scoreLabel(recencyScore)}</p>
                     <p className="mt-1 text-[10px] font-semibold text-dark-muted">
-                      {recencyScore === 3 ? 'Compra recente' : recencyScore === 2 ? 'Intermediário' : 'Distante'}
+                      {recencyScore === 3 ? '0 a 60 dias' : recencyScore === 2 ? '61 a 180 dias' : '181+ dias'}
                     </p>
                   </div>
                 </div>
@@ -371,7 +371,7 @@ const Rfm = () => {
                           <div className="mb-2 flex items-start justify-between gap-2">
                             <span className={`h-2 w-8 rounded-full ${style.accent}`} />
                             <span className="rounded-md border border-dark-border bg-black/10 px-1.5 py-0.5 text-[10px] font-bold text-dark-muted">
-                              R{recencyScore} V{valueScore}
+                              R{recencyScore} P{valueScore}
                             </span>
                           </div>
                           <p className="text-sm font-bold text-dark-text">{segment?.label}</p>