Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
Arthur Middleton Hughesamazon.com
Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program
The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results
amazon.com
database that can analyze the profitability of customers at an individual level can be a competitive advantage.
Neil Bendle • Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
RFM is the foundation of basic segmentation, which we were doing with large computers over millions of names back in the 1980s, and it’s still the best way to segment today, whether you have a large list or not.
Brian Kurtz • Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
when they bought, how much they bought, and how much they spent while buying. These values are known as the recency, frequency, and monetary (RFM) scores,