Visualizing RFM Segmentation
SIAM Proceedings Series, pp. 391-399, 2004.
Segmentation based on RFM (Recency, Frequency, and Monetary) has been used for over 50 years by direct marketers to target a Subset of their customers, save mailing costs, and improve profits. RFM analysis is commonly performed using the Arthur Hughes method, which bins each of the three RFM attributes independently into five equal freque...More
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