RFM
RFM scores summarize purchasing behavior using completed orders:
recency_score: how recently the customer purchased, scored1to5.frequency_score: how many completed orders the customer has, scored1to5.monetary_score: completed-order spend, scored1to5.
Scores are brand-relative. A 5 means the customer is in the strongest group for
that brand, not across the whole Voyage network.
| Tier | Rule |
|---|---|
champion | R >= 4, F >= 4, M >= 4 |
loyal | F >= 4, M >= 3 |
new | R >= 4, F <= 2 |
at_risk | R <= 2, F >= 3 |
lapsed | R <= 2 |
promising | R >= 3 |
needs_attention | fallback |
See Brand RFM.