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[…]

Can loyalty schemes provide a ROMI of £20 for every £1 spent?

As you will see from this white paper, the answer is a decided yes! LoyaltySchemes currently abound in the Retail sector, so much so that you would think they might have had their dayand should have long since disappeared. However, for those organisations who are not yet competing in thespace, the question “Why not?” actually[…]