The Iron Rule of RFM

In fact, RFM is a central part of the power of most current statistical tools used by catalogers. Take RFM data away, and the power of modern statistics for catalogers would be drastically reduced.

How is RFM measured and stored?

The RFM rule is relative—that is, it refers to “higher” response rates, “more recent” buyers, “higher” lifetime sales and so on.