Multivariate analysis for customer segmentation based on RFM
Context: To build a successful relationship management (CRM), companies must start with the identification of the true value of customers, as this provides basic information to implement more targeted and customized marketing strategies. The RFM methodology, a classic analysis tool that uses three e...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Spanish |
| Published: |
Universidad Distrital Francisco Jose de Caldas
2018-02-01
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| Series: | Tecnura |
| Subjects: | |
| Online Access: | https://revistas.udistrital.edu.co/ojs/index.php/Tecnura/article/view/12957 |