You've probably already broached this subject, right? I mean, you've used your web analytics package to thoroughly analyze the future value of customers, right?
AMEX buyers are different than Visa buyers ... Visa buyers are different than Master Card buyers ... Master Card buyers are different than Discover Card buyers (pay attention to the Discover Card buyer), and Discover Card buyers are different than PayPal buyers.
And then, if you have proprietary credit, you've got a whole 'nother set of exciting challenges.
It turns out that the method you choose to pay for your merchandise plays a role in determining the future value of a customer. And this is such an easy thing to analyze, isn't it?
So just do it!
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...
It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...