We all see marketers going crazy behind click-through rates, impression, reach, and other similar metrics like this. But what’s the point of all these metrics if you don’t know your customers? Someone ...

The 2016 US presidential election is perhaps the biggest and most public failure of segmentation models in recent memory. Most models not only predicted Hillary Clinton's victory by a comfortable ...

What’s a more profitable business strategy: attracting new customers or retaining existing ones? Statistically speaking, a business is better off focusing on retention than acquisition. This isn't new ...

You may or may not be using the basic segmentation strategy of RFM (recency, frequency, monetary)—that is, dividing your mailing list into a few buckets based on recency in ordering or visitation to ...

Businesses can leverage the RFM Model to create personalised email messages that increase revenue and incentivise customer behaviour By mapping out where each of your customers falls on the RFM graph, ...