A Modern Approach to RFM Analysis
Presented by Roy Wollen Principal, Database Marketing
Consulting
Database segmentation gives direct marketers a quantifiable way
to distinguish between the best and worst customers on file.
Recognizing this range of quality effects circulation planning,
customer reactivation, new product launches, and a host of other
tactics. This web seminar reviews segmentation techniques, starting
with Recency Frequency Monetary Value (RFM), a quick descriptive
way to segment a marketing database that direct marketers have used
with success since the 1930’s.
Downloads
A Modern
Approach to RFM Analysis - Presentation (488KB)
A modern
Approach to RFM Analysis - White Paper (867KB)