Segmentation for Retailers - Data Mining Techniques in CRM: Inside Customer Segmentation - page 343

binned into five groups of 20%. The resulting bins (quintiles) were then
combined (concatenated) to form the RFM cell assignment.
The IBM SPSS Modeler (Formerly Clementine) RFM Analysis node
IBM SPSS Modeler also offers a tool, named the ''RFM Analysis'' node,
that can directly group the R, F, and M measures into the selected number
of quantiles. Users can then collate the derived ordinal scores to form the
corresponding cell-based segmentation. Additionally, this node also sums the
individual components by using user-defined weights to produce a continuous
RFM score. The IBM SPSS Modeler ''RFM Analysis'' node is illustrated in
Figure 8.7.
Figure 8.7 The IBM SPSS Modeler RFM Analysis node.