iPost Puts New Twist on RFM
E-mail service provider iPost today announced it has upgraded its Autotarget predictive analytic technology to include targeting by one of the most commonly used metrics in traditional direct marketing: RFM analysis.
But where RFM stands for recency, frequency and monetary value of customer purchases in traditional cataloging, iPost has broadened it to mean recency of last interaction, frequency of interaction and monetary value of the customer.
