[…] Very few business scenarios are that simple, so let's consider a more complicated rule-based approach known as RFM segmentation. In this approach, you score the customer behavior based on Recency (How row recent was the customer’s last purchase), Frequency (how many times did he/she visit our company), and Monetary (how much has a customer spent). The idea here is that this allows you to identify your most loyal and valuable customers, which can be done as my colleague Chris Hemedinger spelled out in a wonderful blog post, Customer Segmentation using RFM in SAS Enterprise Guide. …