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RFM. Recency, frequency, monetary. A metric used in the hotel industry to quantify the value of guest.
In context . . .
"So, what's the secret to understanding the value of your guests and knowing your most profitable guest? The answer lies in RFM (recency, frequency and monetary) modeling. In a nutshell, this means:
1. How recent a guest has stayed (recency)
2. How frequently a guest stays (frequency)
3. Total monetary value of a guest (monetary)"
(Source: Hospiatlitynet.org)
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