Tenure is the number of years since a customer's first order was placed rounded to two decimal places. Tenure is often overlooked, since by itself, it is not a predictor of customer behavior. However, Tenure significantly enhances the Predictivity of Recency, Frequency, and Monetary Value when factored with them. Tenure divided by Recency is a strong indicator of a customer's loyalty. Tenure divided into Frequency is a strong indicator of a customer's value, and equates to Orders per Year. Tenure is also an indispensable factor in calculating Lifetime Value. And finally, Tenure is key ingredient in our customer ranking algorithm, R•F•M.