Most Direct Marketers Apply the RFM Formula to Select Customers

question 19

Essay

Most direct marketers apply the RFM formula to select customers. Explain this formula and how it is used to select customers.

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Definitions:

Median

The middle value in a dataset when it is arranged in ascending or descending order, or the average of the two middle values if the dataset has an even number of observations.

Extreme Values

Extreme values refer to observations that are significantly higher or lower than the majority of the data in a data set, often leading to skewed analysis results.

Second Quartile

The median of a dataset, representing the 50th percentile or the middle value when the data is ordered.

Weights

Weights are numerical values assigned to variables or observations, indicating their relative importance or contribution in statistical analysis or computations.