Critics of the RFM approach claim that this methodology is:
A) Less likely to be used successfully in predictive and prescriptive analytics.
B) Fails to indicate anything about the propensity of a prospect to respond to marketing stimuli.
C) It simply shows who purchased from the company in the past.
D) All of the above

Question

Quizplus · Accepted Answer

The RFM (Recency, Frequency, Monetary) approach is criticized for being less effective in predictive and prescriptive analytics, not indicating the propensity of a prospect to respond to marketing stimuli, and only showing past purchasing behavior, hence all the given options are correct criticisms.

Critics of the RFM Approach Claim That This Methodology Is