rfm-segments

RFM is the segmentation method everybody has seen a table of. The table is the least useful part of it. Three digits per person, twenty seven cells, a name and a suggested action against each cell: it looks like a finished configuration and it is a finished configuration for whichever base it was computed on, which was not yours.

The part the tables skip is the part that decides whether the method works on your base. A band boundary has to be placed somewhere, and the place comes from your own distribution. An axis has to separate something, or it multiplies the cells and tells you nothing. People with no purchase history hold no value on any axis and the grid cannot place them. And a group means something at the moment somebody sends to it, which is a later moment than the one it was computed in.

This skill covers those four. It assumes the general construction of a segment, the definition, the fill rate, the readable floor, the recompute cadence, from segmentation, and does not restate it.