Recency/frequency/monetary value modeling, or RFM, is a tried-and-true segmentation tactic for catalogers and other mail order marketers. But e-mail practitioners have been more reluctant to use it to segment their campaigns.
Sure, times are tough, money is tight and uncertainty is the mood of the moment. While a mailer's first reaction might be to cut, cut, cut, it is also time for some reflection. Are you making the best possible use of your expires?
Finding good, affordable, responsive lists seems to be getting harder and harder every day
Want to get fired by your CEO? Measure the wrong stuff and present him or her with the results. All too many marketers are doing that these days. If you
Want to drive higher responses and find a wealth of viable prospects in your database? You'll have to brave a bit of math. That is, you must segment your file and apply predictive models to it. And that's a complex task. Above all, you have to know what models can and can't do.
A Minnesota man pleaded guilty in federal court to selling pirated movies on the Internet, the Associated Press reported. This is the first federal prosecution
Equifax, Atlanta, released Thin Rank, a new risk modeling software that rank orders consumers with little or no credit history.Up to now, Equifax maintains,
