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Siyu Huang

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Open access Aug 2026

Customer Segmentation in E-Commerce Based on the Recency, Frequency, and Monetary (RFM) Model and K-Means Clustering

Reliable customer segmentation is difficult when studies report final clusters without showing how data cleaning and cluster-number choices affect validity. This study examines customer segmentation in e-commerce using the Recency, Frequency, and Monetary (RFM) model and K-Means clustering. The Online Retail II dataset...

Siyu Huang · 0 citations

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