RFM terminology In RFM analysis, the letter “F” stands for:

Introduction / Context:
RFM stands for Recency, Frequency, and Monetary value. These three dimensions summarize customer purchase behavior in a compact way so that marketers can build effective segments without complex modeling. This question checks your recall of the basic acronym.

Given Data / Assumptions:

• Standard RFM definitions apply.
• We interpret “F” as the number of orders in a given time window.
• We use RFM to compare customers on a common scale.

Concept / Approach:

“Frequency” counts how often a customer buys in the analysis window. Combined with “Recency” (how long since last order) and “Monetary” (total spend or average order value), it helps identify loyal, high-spend customers versus inactive or low-value ones.

Step-by-Step Solution:

Verification / Alternative check:

Marketing analytics references and CRM tooling universally define “F” as Frequency, often operationalized as orders per period or count of purchase events.

Why Other Options Are Wrong:

• Freshness: sometimes used informally for recency, not frequency.
• Fast food / Fantasy / Friction: unrelated distractors.

Common Pitfalls:

• Mixing up “freshness” with “recency.”

Final Answer:

Frequency.