Verizon Uses the RFM Matrix to Determine Its Most Valuable

question 87

Multiple Choice

Verizon uses the RFM matrix to determine its most valuable customers. Recency is weighted at a 3, freqency is weighted at a 9, and monetary is valued at a 7. Customer A has a score of R=1, F=5, M=6. What is Customer A's RFM score?

• A) 15
• B) 31
• C) 90
• D) 100

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