Tag: recency

Picking one and only one metric for customer analysis

I was thinking, if I had to pick one and only one metric to look at for customer analysis, I think I’d pick Recency. That’s the first part of the RFM model and while I’d rather use the whole model, the Recency would be a good single metric. Recency tracks how recent a customer has …

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An illustration of why mail merges are not personalization

The other day my spouse got a letter reminding her about her annual vision examination. Dear SPOUSE, This is a friendly reminder to schedule your annual comprehensive vision examination. Our records indicate your last examination was at least one year ago. […news about the company…] Dr. Vision The letter was a nice reminder but as …

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