Question

Why does the "rfm" rubric present the three key measures (recency, frequency, and monetary value) in that order?

Answer 1

a) This is the order in which they were discovered/identified as being highly predictive of future behavior
b) Recency is the easiest of the three to observe/measure
c) Recency is the most predictive of the three
d) Recency and frequency are equally important, and monetary value is far less important than both of them
e) There is no particular reason; it’s just an arbitrary order
Top Answer