This article discusses the concept of segmentation and then explains how to create segments based on RFM. It offers practical tips on creating cells, discusses RFM enhancements, and shows some example reports that use RFM.
A summary of the article is available as a Powerpoint slide
2003 Catalog Request Survey (.ppt, 271k)
For several years Bill prepared a presentation for the Merit Direct Co-op that documented how catalog requests were handled by about 150 catalogers. The last presentation was in 2003 and is available as a Powerpoint slide presentation.
The first in a series of upcoming articles about Mail Planning.