Behavioral Intelligence in Digital Retail: An Extended RFM Framework for Customer Segmentation and Resource Allocation
The proliferation of behavioral data in digital retail has not been matched by equally rigorous frameworks for converting that data into customer intelligence that practitioners can act on. This paper addresses that gap by introducing RFM-B, a behavioral segmentation framework that extends the classical recency–frequency–monetary (RFM) model with four additional indicators derivable from standard e-commerce event logs: conversion rate (CVR), category breadth, average order value (AOV), and brand diversity. Applied to 4,635,837 interaction events from 64,204 purchasing customers […]