Re: RFM

From: David Hauslaib <dave_at_bmedia.org>
Date: Thu 07 Mar 2002 19:58:06 -0600

"Marco Janeczek" <info_at_webadvertising.ca> wrote:

>Recency is how long ago did the customer make a purchase.
>So for example if the customer made a purchase yesterday,
>the score is higher than if the customer made his last
>purchase two years ago.

The "recency" category seems relative. Should a customer
get a better score if she just purchased from you than if
she purchased a long time ago? If you are selling single-
use contact lenses, then sure, a customer that just bought
from you is more likely to repurchase the same item.

But if you are selling used cars, do you really want to
target a customer for purchase that just bought from you?
Chances are he is not going to need another car right away,
but someone who bought from you three years ago might be in
the market to buy another one.

Obviously there are numerous examples one could use in
each case. To me it appears as a flaw in the theory. Does
anyone else see it this way?

(Though I do find this idea quite interesting, even if I
see a flaw in it.)

-Dave


_____________________________________________

David Hauslaib

President & Founder, BMEdia
Information Capitalist / Web Guru
http://www.bmedia.org / dave@bmedia.org
Mobile 860.655.7495 / Fax 360.397.2906





Received on Thu Mar 07 2002 - 19:58:06 CST