The value of applying the recency/frequency/monetary assessment to an
organization’s customer database cannot be understate. By carrying the date and
volume of purchases, in the master list record over a period of time marketers can
determine the transaction record of each customer in a given period, which helps
determine the future potential of that customer. It is possible to determine when
certain variables should be assigned more weight than other variables. For some
promotions, marketers might need to manipulate their calculations by weighting
one of the factors, so that, for example, the results will show those customers who
had purchased most recently.