RECOMMENDATION SYSTEM THAT RELIES ON RFM SEGMENTATION

A recommendation system divides users into a plurality of segments based on scores generated for each of a plurality of users of an electronic service that provides functionality for users to browse and purchase or select items. The scores can be RFM (Recency, Frequency, and Monetary amount) scores based on at least purchase or selection recency, purchase or selection frequency, and in some instances, the monetary amount spent. The recommendation system can further detect behavior-based correlations between particular segments and particular items and/or item attributes. The correlations can be based on purchase or selection histories of the users assigned to specific segments. The recommendation system can select items to recommend to particular users based at least partly on the detected behavior-based correlations.