A Company Uses Its Marketing Database to Run an RFM

question 64

Multiple Choice

A company uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to

• A) the number of times a customer was reached with any kind of advertising message from the company.
• B) the number of times a customer was reached through a direct-marketing medium for the company.
• C) the number of times a customer bought a product from any product category.
• D) the number of times a customer bought a product from the company.

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Definitions:

Baseline Data

Information collected at the beginning of a study or project that serves as a comparison point for assessing future changes or developments.

Frequency

A measure of how often an event occurs within a specified period of time, often analyzed in research or therapeutic contexts.

Intensity

The degree of strength, force, or concentration in an activity, emotion, or situation.

Social Context

The environmental and cultural setting in which individuals interact and live, influencing their behaviors and experiences.