I am doing customer segmentation using RFM. Prior to proceeding with the clustering, I log transformed my Monetary variable to account for skewness.
df_RFM$log_monetary <- log(df_RFM$monetary)
After which, I did the z-standardization using scaling.
df_RFM2 <- scale(df_RFM2)
Summary statistics before scaling, after scaling, and after clustering are as attached. My question is, how do I interpret the scaled values, especially the negative ones? It doesn't make sense to say negative frequency and negative monetary retail purchases for instance.
Thanks in advance.