Dictionary of Marketing Terms: recency/frequency
recency/frequency
measure of the value of a customer or group of customers in terms of the number of purchases made and the length of time between purchases as well as the length of time since the last purchase. The higher the degree of recency and frequency, the more valuable the customer. For example, a customer who made 20 purchases last year is more valuable than a customer who made 20 purchases three years ago. They are both more valuable than a customer who made one purchase three years ago.
