Saving RFM Scores from Customer Data

This feature is available in the Direct Marketing option.

For customer data, you can add the RFM score variables to the active dataset or create a new dataset that contains the selected scores variables. Use the Save Tab to specify what score variables you want to save and where you want to save them.

Names of Saved Variables

  • Automatically generate unique names. When adding score variables to the active dataset, this ensures that new variable names are unique. This is particularly useful if you want to add multiple different sets of RFM scores (based on different criteria) to the active dataset.
  • Custom names. This allows you to assign your own variable names to the score variables. Variable names must conform to standard variable naming rules. See the topic Variable names for more information.

Variables

Select (check) the score variables that you want to save:

  • Recency score. The score assigned to each customer based on the value of the Transaction Date or Interval variable selected on the Variables tab. Higher scores are assigned to more recent dates or lower interval values.
  • Frequency score. The score assigned to each customer based on the Number of Transactions variable selected on the Variables tab. Higher scores are assigned to higher values.
  • Monetary score. The score assigned to each customer based on the Amount variable selected on the Variables tab. Higher scores are assigned to higher values.
  • RFM score. The three individual scores combined into a single value: (recency*100)+(frequency*10)+monetary.

Location

For customer data, there are three alternatives for where you can save new RFM scores:

  • Active dataset. Selected RFM score variables are added to active dataset.
  • New Dataset. Selected RFM score variables and the ID variables that uniquely identify each customer (case) will be written to a new dataset in the current session. Dataset names must conform to standard variable naming rules. See the topic Variable names for more information. This option is only available if you select one or more Customer Identifier variables on the Variables tab.
  • File. Selected RFM scores and the ID variables that uniquely identify each customer (case) will be saved in an external data file. This option is only available if you select one or more Customer Identifier variables on the Variables tab.