Running the Analysis

  1. To calculate RFM scores, from the menus choose:

    Direct Marketing > Choose Technique

    Figure 1. Direct Marketing dialog
    Direct Marketing dialog
  2. Select Help identify my best contacts (RFM Analysis) and click Continue.
  3. In the Data Format dialog, click Transaction data and then click Continue.
    Figure 2. RFM from Transactions, Variables tab
    RFM from Transactions, Variables tab
  4. Click Reset to clear any previous settings.
  5. For Transaction Date, select Purchase Date [Date].
  6. For Transaction Amount, select Purchase Amount [Amount].
  7. For Summary Method, select Total.
  8. For Customer Identifiers, select Customer ID [ID].
  9. Then click the Output tab.
    Figure 3. RFM for Transactions, Output tab
    RFM for Transactions, Output tab
  10. Select (check) Chart of bin counts.
  11. Then click OK to run the procedure.

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