RFM or propensity score – which wins out when put head to head?

RFM, or ‘recency frequency monetary value’ to give it its full name, has long been the targeting tool of choice for the home shopping industry; so we decided to give it a challenge by building as an alternative a propensity model using exactly the same data set. An RFM score will describe the overall strength[…]

A guide to solving the marketer’s recruitment budget optimisation problem

For many senior marketers, managing the customer recruitment budget is one of the biggest challenges they face. This white paper explains a new approach, based on practical experience in a number of different vertical markets; and which relies on first understanding the whole multi-channel recruitment ecosystem, and then modelling how the different components act and[…]