Which of the following statements about the RFM analysis above is NOT correct? A) The average response rate is 2.02%. B) Recency metric may perform better to predict responsive customers than Frequency and Mon- etary value metrics. C) The response rate of recency-based quintile 1 (4.50%) is much greater than the average re- sponse rate, implying that company X would be able to reduce the costs incurred for having a successful number of responses in the campaign if it chose the customers only from the quintile (recency-based quintile 1). D) This result shows a failure of predicting profitable customers through the RFM metrics because the response rate does not dramatically vary from monetary value-based quintile 1 to 5.
Which of the following statements about the RFM analysis above is NOT correct? A) The average response rate is 2.02%. B) Recency metric may perform better to predict responsive customers than Frequency and Mon- etary value metrics. C) The response rate of recency-based quintile 1 (4.50%) is much greater than the average re- sponse rate, implying that company X would be able to reduce the costs incurred for having a successful number of responses in the campaign if it chose the customers only from the quintile (recency-based quintile 1). D) This result shows a failure of predicting profitable customers through the RFM metrics because the response rate does not dramatically vary from monetary value-based quintile 1 to 5.
Essentials of Business Analytics (MindTap Course List)
2nd Edition
ISBN:9781305627734
Author:Jeffrey D. Camm, James J. Cochran, Michael J. Fry, Jeffrey W. Ohlmann, David R. Anderson
Publisher:Jeffrey D. Camm, James J. Cochran, Michael J. Fry, Jeffrey W. Ohlmann, David R. Anderson
Chapter6: Statistical Inference
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Problem 44P: The Port Authority also wants to determine if the gender profile of its customers has changed since...
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Which of the following statements about the RFM analysis above is NOT correct?
A) The average response rate is 2.02%.
B) Recency metric may perform better to predict responsive customers than Frequency and Mon- etary value metrics.
C) The response rate of recency-based quintile 1 (4.50%) is much greater than the average re- sponse rate, implying that company X would be able to reduce the costs incurred for having a successful number of responses in the campaign if it chose the customers only from the quintile (recency-based quintile 1).
D) This result shows a failure of predicting profitable customers through the RFM metrics because the response rate does not dramatically vary from monetary value-based quintile 1 to 5.
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