A group of measures, made up of Recency, Frequency, and Monetary Value, which are useful for segmenting customers for marketing purposes. RFM analysis is a marketing technique used to determine quantitatively which customers are the best ones by examining how recently a customer has purchased (recency), how often they purchased (frequency), and how much the customer spent (monetary value). Requires use of persistent cookies and Visitor History. If visitors did not visit the site during the report time period, their RFM is not included.