A Modern Approach to RFM Segmentation
In this webinar Roy Wollen provides a modern approach to RFM segmentation. Roy shares when to use traditional Recency, frequency, monetary value segmentation and when to use predictive models. You will understand how to create one RFM score for each customer and avoid cumbersome cell-based or offend segmentation. You’ll also learn to do RFM for yourself without the aid of high priced statisticians or analysts. Roy will also provide ideas on how to grow your business through these types of analyses.
DataBase Marketing Consulting, Inc.
Roy Wollen has 20 years of experience in direct marketing. For the past 13, Roy has been on the vendor side with Experian, as well as Direct Marketing Technology.