The Role of RFM (Even for Those Using Statistics-Based Predictive Models)
John Miglautsch provides great insight into the role of RMF from scoring options to limitations to extension applications. John shares where he feels traditional RFM is failing and how product segmentation analyses can be used to right CRM analyses. John also shares his thoughts on using multi-dimensional RFM to better understand your customers.
Founder and Chairman
Miglautsch Marketing, Inc.
John Miglautsch founded and currently serves as Chairman of Miglautsch Marketing, Inc. in Waukesha, Wisconsin. Miglautsch Marketing provides database marketing systems and consultation to direct marketing clients across North America and the EU. Their Model-to-MailTM system allows ordinary marketing people to increase profits by building statistical models at their desk in only a few hours. John is a regular columnist for DM News, speaks and writes on database marketing nationally and internationally.