Customer Segmentation
Useful segments connect customer differences to actions. Learn how to define membership, choose methods and evaluate stability and business value.
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RFM Analysis
Learn how RFM ranks customers using only purchase behavior, what its core assumption is, and where that assumption stops holding.
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Recency, Frequency, Monetary
Learn what each RFM dimension measures, why recency can be defined in two opposite directions, and when monetary adds nothing to frequency.