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Which approach to loyalty you use will drive how you analyze and segment your marketing database. If you are interested in driving additional purchases in the short term, RFM analysis and segmentation will suffice. If you want to identify your best customers and those with the most future potential, then more sophisticated modeling will be required. Finally, you will need to modigy your marketing database to enable more personalized communications. It needs to have a complete view of the customer's interactions with you—including web visits and customer service calls. Without that data you will have a distorted view of your customers and will not include and exclude the right customers from your loyalty efforts.
—Andy Cutler, chief strategy officer, BeNow
Send your tips and ideas to Lisa Yorgey Lester , managing editor, at email@example.com.