Don was a good friend and did a very complete job talking about RFM. In this, his original book on RFM, Don really opens the discussion. “Few direct marketers, either consumer or business to business, thoroughly understand or expertly apply recency, frequency and monetary value in actual practice.” As an investment and business acquisition adviser, Don really knows what determines a customer list value. I really like this original book because it is very straight forward.
View full ebook (doesn’t have the nice pictures but still a good read). Used with Don’s personal permission.