Smart RFM: Strategizing and Consolidating Behaviour

  • 19 Mar 2015
  • Posted by Anand Sambasivam
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There are three internal sources of behavioral data that marketers can use to drive engagement. The interplay between these varied sources and a combinatorial approach can drive interesting and highly practical engagement strategies. Most marketers have ready access to the following sources of transactional information.

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RFM can misbehave and here’s why –Part 1

  • 18 Mar 2015
  • Posted by Anand Sambasivam
  • 0 Comments

Having got through the data wiring aspects of connecting real time transactions into the repository, it is tempting for Marketers to put in a Customer Value indicator in place – something like the RFM model.   This can give tangible quick wins like

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