why is the recency frequency monetary value rfm model useful 
the recency frequency monetary value rfm model is based on those three quantitative factors each customer is ranked in each of these categories generally on a scale of 1 to 5 the higher the number the better the result the higher the customer ranking the more likely it is that they will do business again with a firm essentially the rfm model corroborates the marketing adage that 80 of business comes from 20 of the customers 