How would you apply sequential and independent RFM analysis to a business problem?

Purchasing and Supply Chain Management
6th Edition
ISBN:9781285869681
Author:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson
Publisher:Robert M. Monczka, Robert B. Handfield, Larry C. Giunipero, James L. Patterson
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How would you apply sequential and independent RFM analysis to a business problem?

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Recency, frequency, and monetary value (RFM) analysis is a marketing technique used to pinpoint the ideal customers based on their purchasing tendencies. RFM assists in estimating a company's revenue from both repeat and new customers as well as identifying which customers are more likely to repurchase its products.
Recency: How recently has a customer purchased something from you?
Frequency: The frequency of a customer's purchases from you
Monetary: The sum of all the purchases a consumer has made is their monetary value.

 

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