Abstract
Recency, Frequency, and Monetary (RFM) analysis seeks to identify customers who are more likely to respond to new offers. While lift looks at the static measure of response to a particular campaign, RFM keeps track of customer transactions by time, by frequency, and by amount.
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Olson, D.L. (2017). Recency Frequency and Monetary Model. In: Descriptive Data Mining. Computational Risk Management. Springer, Singapore. https://doi.org/10.1007/978-981-10-3340-7_4
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DOI: https://doi.org/10.1007/978-981-10-3340-7_4
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