A Simple and Useful Metric to Supplment RFM
Strategic Analytics
targeting customer heterogeneity model probability rfm | Status | Monday March 01, 2010 | By Hongjie Wang
RFM (Recency, Frequency and Monetary) has been one of the most popular and important approaches for segmentation and target modeling in direct and database marketing for the past 50 years. There are many variations and extensions to the basic RFM. For example,...
2010 Retail Outlook: Forget “The New Normal”
Retail Customer Relationship Management
analytics retail | Analytics | Wednesday February 10, 2010 | By Gregory Grudzinski
(The following article originally appeared in the February Edition of the Fulcrum Marketing Newsletter.) Let’s start 2010 by striking the phrase “the new normal” from the collective lexicon. It suggests that a predictable, steady state lies...
Tomorrow’s Most Valuable Customers Today
Retail Customer Relationship Management
analytics customer retail | Analytics | Monday February 08, 2010 | By Gregory Grudzinski
The value of a retailer’s most valuable customers (MVCs) goes beyond the value of the dollars they spend. These customers can also serve as a well spring of insights into attitudes and behaviors of those customers most responsive to your retail value...
Is Your Customer Base Changing?
Data-Driven Marketing
retail marketing segmentation | Data | Thursday February 04, 2010 | By David King
A couple of weeks ago I began to write an entry about a phenomenon we often speak to our clients about: how it is important to focus on cultivating and retaining best customers, but at the same time, it is just as important to watch for changes in the customer...
The Next Big Thing in Interactivity?
Data-Driven Marketing
interactive technology marketing | Technology | Wednesday February 03, 2010 | By David King
The evolution of interactive marketing may be close to taking its next big leap forward. Let's face it, despite the fact that we use "interactive" to describe digital marketing, there's relatively little true interactivity. Most interactions still...
Directing Segmentation
Data-Driven Marketing
segmentation customer insights modeling | Data | Wednesday January 13, 2010 | By David King
With the arrival of the new year (and new marketing budgets), more than a few companies may be contemplating developing and implementing a new customer segmentation. Having seen my share of such projects over the years, I'd like to offer a specific suggestion...
A New Decade, A New Census
Data-Driven Marketing
General | Monday January 04, 2010 | By David King
My summer job in 1980 was as a census enumerator for the U.S. Census Bureau, a position that involved visiting homes of people that had failed to return their census form or had for whom the information was incomplete. It was a fun job (other than the...
Managing Advertising Privacy
Data-Driven Marketing
advertising privacy interactive sites web marketing | Data | Tuesday December 15, 2009 | By David King
With U.S. regulators and legislators continuing to look at targeted online advertising, the networks whose businesses rely on serving such ads find themselves in a potentially difficult position. The networks need to be concerned that legislation...
An Emerging Digital Divide
Data-Driven Marketing
demographics mobile marketing | Technology | Tuesday December 01, 2009 | By David King
In a recent article , I noted that social networking and mobile devices were creating a shift in how people interact "online". The two phenomena seem to be converging in a way that supplants the desktop computer and traditional applications, such as...
