O'Reilly logo

Strategic Database Marketing by Arthur Hughes

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

5Building Profits with Recency, Frequency, and Monetary Analysis

 

Never assume a CHAID program or even a regression model will outperform an old-fashioned RFM analysis if the RFM has been refining the model for more than 20 years.

DAVID SHEPARD

 

RFM helps you define the relationship you have with each subscriber as you can pinpoint where each one is in the customer lifecycle. As subscribers progress through the lifecycle, their needs change until they no longer need you. Using RFM metrics, you can extend the length of time subscribers are engaged with your brand and their overall lifecycle, as well as the value of each subscriber.

MEGAN OUELLETListrak

Direct marketers have been using recency, frequency, and monetary (RFM) analysis to predict ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required