Question
Which of the following statements about the RFM analysis above is correct? A: Frequency is the most important factor, monetary value is the second-most important
Which of the following statements about the RFM analysis above is correct?
A: Frequency is the most important factor, monetary value is the second-most important factor, and recency is the least important factor to predict customer profitability.
B: Frequency is the most important factor, recency is the second-most important factor, and monetary value is the least important factor to predict customer profitability.
C: Recency is the most important factor, monetary value is the second-most important factor, and frequency is the least important factor to predict customer profitability.
D: Recency is the most important factor, frequency is the second-most important factor, and monetary value is the least important factor to predict customer profitability.
Dr. Kim conducted the RFM analysis with customer transaction data. First, he divided the data into two time periods - calibration period and validation period - and sorted the customers in descending order based on the criterion of most recent purchase date (denoted recency), the number of purchases per month (denoted frequency), and the dollar amount of purchases per month (denoted monetary value) in the calibration period. Next, he divided the customers into two groups (denoted the 1st half and the 2nd half) of equal size in terms of each of recency, frequency, and monetary value. Then, he classified the customers by the group codes of recency, frequency, and monetary value. Last, he calculated the average amount spent by the customers during the validation period for each customer class. The result is as follows: Customer class Group code of recency Group code of frequency Group code of monetary value Average spending in the validation period Class 1 1st 1st 1st $436.79 Class 2 1st 1st 2nd $230.51 Class 3 1st 2nd 1st $48.49 Class 4 1st 2nd 2nd $33.21 Class 5 2nd 1st 1st $148.13 Class 6 2nd 1st 2nd $93.81 Class 7 2nd 2nd 1st $18.33 Class 8 2nd 2nd 2nd $3.02 Which of the following statements about the RFM analysis above is correctStep by Step Solution
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