108 Data Analysis
22.214.171.124.20.10.20 Data Analysis - Segments - RFM - variations
RFM - variations
There are some RFM variations that are useful for more specific situations
- RFD (Recency, Frequency, Duration) – Duration here is time spent. Particularly useful while analyzing consumer behaviour of viewership/readership/surfing oriented products.
- RFE (Recency, Frequency, Engagement) – Engagement can be a composite value based on time spent on page, pages per visit, bounce rate, social media engagement etc. Particularly useful for online businesses.