Discussion
RFM analysis uses customers' purchasing patterns to ________ .
Answer: B
Correct answer: analyze and rank customers
RFM analysis scores each customer on how recently they ordered, how frequently they order and how much money they spend, and uses the three scores to rank them into groups. It is a reporting technique built on simple sorting and grouping, not a predictive one, which is why it belongs with reporting rather than with data mining.
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