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Segmentation based on RFM (Recency, Frequency, and Monetary) has been used for over 50 years by direct marketers to target a subset of their customers, save mailing costs, and improve profits. RFM analysis is commonly performed using the Arthur Hughes method, which bins each of the three RFM attributes independently into five equal frequency bins.
22 de abr. de 2004 · RFM analysis is commonly performed using the Arthur Hughes method, which bins each of the three RFM attributes independently into five equal frequency bins. The resulting 125 cells are...
1 de may. de 2004 · By Arthur Middleton Hughes and Jim Sellers The value of RFM (recency, frequency, monetary) analysis as a method to identify high-response customers in marketing promotions and to improve...
13 de jul. de 2022 · Arthur Hughes popularized the RFM (Recency, Frequency and Monetary) Model which considers the time period of the last transaction, the frequency with which the customer transacts with the brand, and the total monetary value a customer spends.
1 de jun. de 2007 · Abstract and Figures. Direct marketing has become more efficient in recent years because of the use of data-mining techniques that allow marketers to better segment their customer databases. RFM...
16 de jul. de 2020 · It has been around for more than 40 years, but a popular method for performing RFM analysis is credited to Arthur Middleton Hughes in his 1994 book Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-based Marketing Program.
1 de jun. de 2007 · A well known, empirically based RFM method is a procedure advocated by Arthur Hughes (2000). Hughes' approach is applicable in instances when a marketer intends to send a mailing to customers in its database and would like to find those in the database who are the most likely to respond to the specific mailing.
