Do Retina models go beyond RFM?

Recency, frequency, and monetary value (RFM) is a simple method to determine customer value. Retina models take into account data beyond RFM, including demographic and behavioral attributes, customer journeys, quiz and session data, and more. All of these data points make up a comprehensive data set that allows us to use machine learning to impute missing values from messy data and make customer lifetime value predictions early in the customer journey.