Question: BBBC is evaluating two different modeling methods to isolate the factors that most influenced customers to order The Art History of Florence: a. a RFM

BBBC is evaluating two different modeling methods to isolate the factors that most influenced customers to order The Art History of Florence: a. a RFM (Recency, Frequency and Monetary Value) model, and b. a binary Logit model.

Discuss the relative importance of the RFM factors and whether your rules were based on judgment and/or on historical data.

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