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Configurable RFM Segmentation Rules
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Salma Sabbour |
Open configuration for RFM segmentation to cater for industry specific requirements (such as FinTech), where high monetary spend (M), doesn't necessarily imply a high value customer, if the majority of their transactions are focused on "free" transactions with zero commission/transaction fee to the FinTech provider.
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Gameball Team
Customizing RFM parameters would allow for better segmentation and more meaningful insights, ensuring that metrics like frequency and recency are considered even when transactions have zero fees.