A Modern Approach to RFM Segmentation
By Roy Wollen, Principal of Database Marketing Consulting
This whitepaper reviews Recency-Frequency-Monetary Value
analysis (RFM), a quick, descriptive way to segment a marketing
database that direct marketers have used with success since the
1930s and its place in modern database marketing. Effective
database segmentation gives direct marketers a quantifiable way to
distinguish between the best and worst customers on file.
Recognizing this range of quality affects circulation planning,
customer reactivation, new product launches and a host of other
tactics.
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A Modern
Approach to RFM Segmentation (1,3MB)