Direct marketers have identified the criteria of recency,frequency,and monetary to predict who will most likely ________.
A) respond negatively to direct-marketing
B) have the most purchasing power
C) stop purchasing
D) repurchase
E) recommend to a friend

Question

Quizplus · Accepted Answer

Recency, Frequency, and Monetary (RFM) analysis is a customer segmentation technique used by direct marketers to identify the customers who are most likely to repurchase. RFM analysis evaluates how recently a customer has made a purchase (recency), how frequently they make purchases (frequency), and how much they have spent (monetary), based on which the customers are segmented into different groups for targeted marketing efforts. Therefore, direct marketers use RFM analysis to predict who will most likely repurchase.

Direct Marketers Have Identified the Criteria of Recency,frequency,and Monetary to Predict