RFM Video Series

Customer Segments Part (1 of 3)

An overview of RFM.  Recency, Frequency; Monetary (RFM) continue to form the basis of many behavior analysis variables. Learn about the Direct Marketing basics of RFM in this series of videos.

Watch Out with RFM (2 of 3)

RFM Revisited – learn about the real-world danger in committing too completely to this simple formula.

RFM Secrets (3 of 3)

While Recency Frequency Monetary is fundamental to customer scoring and modeling, yet there is very little literature about exactly how to do it. Here, John lays out simple concepts for building your RFM scores. Near the end, he even hints at some powerful secrets slightly beyond normal RFM.