Roy Wollen

Roy Wollen
How to Incorporate RFM Segmentation With Predictive Models

With predictive models all the rage in direct marketing analytics these days, recency-frequency-monetary value segmentation may seem outdated. But the truth of the matter is, RFM still has a place in modern database marketing when used side by side with predictive models. After all, the best predictor for future behavior is past behavior, and that’s exactly what RFM offers.