February 2015 Informs monthly on analytics, the leading professional organization for analytics practice. The most practical and largely non technical periodical I receive on the topic. Examples, hints and value examples. In this issue, on sports, marketing and Example:
‘Clumpiness’ more profitable than traditional marketing segments
Marketing managers traditionally segment customers by three summary measures (also known as the RFM model): recency (the period of time since their last visit), frequency (how often they visit) and monetary value (how much they spend on a visit). However, a new study published in the INFORMS journal Marketing Science shows that, in contrast to traditional market segmentation, one based on “binge consumption” brings a higher long-term return to business. .... "
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