Adding the "P" (Product Category) to RFM (1,079 words)

3. Product category can be used along with RFM as a segmentation tool in determining future mailing, bounce-back promotions, special Internet offers, etc.

4. Internet promotional opportunities are ripe with opportunity based on product category.

The bottom line: Product category may be a hidden key in your database that unlocks a future revenue and profit stream. Track it and test it as part of a new RFMP database tool.