In RFM analysis,R refers to recency,which is the:
A) number of purchases within a specific time period, normally 1 year
B) total expenditures a customer makes with a firm and is usually expressed in terms of "per year"
C) date of the last purchase
D) number of days since the last interaction with the company

Question

Quizplus · Accepted Answer

In RFM analysis, R refers to recency, which is the date of the last purchase. It measures how recently a customer has made a purchase from the company, with more recent purchases indicating a higher likelihood of engagement and loyalty.

In RFM Analysis,R Refers to Recency,which Is The