Which of the following techniques used to analyze marketing databases considers whether a customer has made a purchase in the last ninety days as well as how often that customer makes a purchase?
A) recency-frequency-monetary analysis (RFM)
B) predictive modeling
C) customer valuation
D) data mining
E) lifetime value analysis

Question

Quizplus · Accepted Answer

The technique described is RFM analysis, which specifically looks at recency (how recently a customer made a purchase), frequency (how often a customer makes purchases), and monetary value (how much a customer spends).

Which of the Following Techniques Used to Analyze Marketing Databases