The Iron Rule of RFM

So for example, if John Smith’s date of last contact was 6/9/1999, frequency 5, monetary value $200, and J. Smith’s date of last contact was 8/9/1999, frequency 2, monetary value $50, the new combined John Smith’s record should be adjusted as follows: date of last contact should become 8/9/1999 (the most recent date in the two records), frequency should become 7 (the sum of the frequencies in the two records), and monetary value should become $250 (again, the sum of monetary values in the two records.)