Pay-per-click advertising has not only lowered the acquisition cost for many companies, but made it more measurable. Consider the following: a DMSI client in Williamsburg, VA sells food products almost.. read more

Customer Lifetime Value analysis (CLV) is one of those marketing topics that nearly all marketers talk about but only a few measure. Instead, mass marketers spend extraordinary advertising dollars on.. read more

RFM (recency, frequency, monetary value) identifies your best customers – and what else? To finish our series on using RFM, we’ve excerpted Jean Gianfagna’s excellent discussion of how to use.. read more

Database conversion has been described as more painful than root canal therapy. This is a classic case where it is much better to do the job right the first time.. read more

A popular approach for database marketing architects is to integrate “best of breed” software applications together – with the assumption that the whole is greater than the sum of its.. read more

RFM (Recency, Frequency, and Monetary Value) is typically used to measure buyer behavior. But can it be adapted to measure “browsing behavior” as well? Here is an example that will.. read more

I’ve been focusing on RFM (Recency, Frequency, and Monetary Value analysis) in this blog as it is a tried and true method for predicting customer response for many years. However,.. read more

Do these objections to RFM analysis sound familiar in your organization? “We mail the whole file – we can’t afford not to” (Generally the fear here is that RFM might.. read more

On the lighter side…Letterman has his Top 10 and we have our 10 Commandments. Break them at your own peril! Thou shalt not attempt an integrated marketing campaign without an.. read more

Do you know who are your best customers? Many times the answer depends on whom you ask. The owner of the company may mention the first, most valuable client that.. read more