There is an old saying that 80 percent of your business comes from 20 percent of your customers. While the so-called 80/20 rule may be anecdotal, recency, frequency and monetary (RFM) analysis ...

As response rates decline in the face of increased competition and overmailing, more e-mail marketers are starting to use the good old gauge of recency/frequency/monetary value (RFM) to target their ...

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 ...

In contrast to traditional market segmentation, one based on 'binge consumption' brings a higher long-term return to business, a new article suggests. A study in Marketing Science, a journal of the ...