By
Matt Griffin
and Catalog Success
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Because business-to-business (b-to-b) catalogers often deal with multiple contacts at a customer’s company, traditional recency, frequency and monetary (RFM) segmentation can present a challenge. How do you segment your housefile when some contacts regularly request catalogs, but never purchase, while other contacts make purchases without a catalog request? Alternative segmentation strategies outside RFM are possible solutions.
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- People:
- Gina Valentino
- Matt Griffin
- Places:
- Kansas City
Matt Griffin
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Catalog Success
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